火袋鼠-澳洲航空全球营销战略分析

 本文主要论述了澳航的发展历程和其成功的原因,分析了其全球营销战略。本文分为四大部分，首先对澳洲航空的背景信息，市场营销策略和历史发展做简单分析。其次以文献综述的方式展开了澳航市场营销策略的分析。澳大利亚航空市场存在着激烈的竞争，因此每个航空公司在价格上竞争，利润大幅下降。澳洲航空受这些因素的影响，面临着越来越多的国际航线从这激烈的战争中获利，澳洲航空的国际业务正在逐渐下降。以及集中分析了澳航的特色服务和价格策略。澳航通过自己独特的市场营销战略，重组国际业务以弥补损失，并保证盈利，使之成为了澳大利亚第一大航空公司。其独特的营销策略起着重要作用。

关键词：澳大利亚航空公司；国际业务；市场营销战略；特色服务

Abstract

 The present paper mainly discusses the progress of Qantas’s development and the reasons for its success in becoming the tycoon of airline industry by analyzing its global marketing strategy. The paper is divided into four parts. The first part gives an introduction to the background information of Qantas and the historical development. The secondly part makes an analysis of Qantas’s marketing strategies. There is intense competition in Australian aviation market; thus each airline competes in price, which results in profits drops significantly, and Qantas is affected by these factors, facing increasingly fierce profit war of international routes. Qantas’s international business is gradually declining. The third part analyzes its characteristic service and price strategies. Qantas has to restructure international business to make up for the loss and ensure profitability. Its unique marketing strategy plays an important role.

Key Words: Qantas; international business; marking strategies; characteristic services

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