Marketing Approaches for Increasing the Competitiveness of Air Transport

Svetla Tzvetkova

doi:10.37075/RP.2018.3.11

Автори

доц. д-р Светла Цветкова катедра "Икономика на транспорта и енергетиката", Факултет "Икономика на инфраструктурата", УНСС Автор

DOI :

https://doi.org/10.37075/RP.2018.3.11

Ключови думи :

Въздушен транспорт, Транспортен пазар, Маркетингови подходи, Маркетингова стратегия, Конкурентоспособност на пазара на въздушен транспорт

R40, R41, R49

Абстракт

The marketing criteria of consumers in air transport have increased significantly in recent years – consumers have become more informed and harder to please. In order to properly respond to this challenge, air companies have focused their efforts on developing direct sales, created programs for encouraging frequently travelling passengers, formed alliances and used a multitude of other measures towards expanding market shares, reducing expenses, etc. At the same time, the dynamic and competition on the global air market have necessitated the development and implementation of new approaches in solving the goals that air companies face in terms of marketing. The topicality of the problem is the basis for the motivation behind the choice of topic for this paper, whose purpose is to analyze marketing approaches for increasing the competitiveness of air companies according to the example of the UAE’s national carrier – Etihad Airways. On the basis of an analysis of scientific literature in the field of marketing, as well as statistic and accounting documents related to the air company’s activity, it has been concluded that Internet relations, globalization, the dynamic of the transport market and the unprecedented changes in economy have forced air companies to reconsider their market strategies and marketing approaches in order to improve their competitiveness.

Литература (библиография)

Drucker, P. (2005). Management Challenges for the 21st Century. S.: Classic and Style. DOI: https://doi.org/10.4324/9780080942384

Porter, M. (2010). Competitive Strategy: Techniques for Analyzing Industries and Competitors. S.l.: Classic and Style.

Kotler, P. (2005). Marketing Management. The Structure of Marketing. Sofia: Classic and Style.

Lovelock, C. & Wright, L. (2005). Principles of Service Marketing and Management. Prentice Hall. ISBN: 0-13-040467-5

McDonald, M. & Payne, Э. (2009). Sfera uslug: Polnoe poshagovoe rukovodstvo po marketingovomu planirovaniyu. Moscow: Эксмо.

Kostromina, A. (2014). Aviatransportniyi marketing. M.: NIC Infra-M.

Demchenko, E.V. & Maklakova, O.M. (2009). Marketing uslug. Minsk: BGGU.

Bekvit, G. (2005). Prodavaya nezrimoe. Moscow: Alpina Business Books.

The Report Audit of Etihad Airways by Financial Indicators. (2018). KPMG. In accordance with the International Financial Reporting Standards

Vargo, S. & Lusch, R. (2008). Service-Dominant Logic: Continuing the evolution. Journal of the Academy of Marketing Science. DOI: https://doi.org/10.1007/s11747-007-0069-6

Kotler, P. (1993). Core Concepts of Marketing, Book 1-2. Sofia: Classic and Style.

Kotler, P. & Caslione, J. (2009). Chaotics: The Business of Managing and Marketing in the Age of Turbulence. S.: Classic and Style.

Kotler, P. (2000). Kotler on Marketing: How to Create, Win and Dominate Markets. S.: Classic and Style Ltd. ISBN: 978-0-684-86038-1

Kotler, P. (1996). Marketing Management: Analysis, Planning, Implementation & Control, Parts I and II. Sofia: Graphema.

Pride, W. & Ferrell, O. (1994). Marketing Concepts and Strategies. S.: For Kom.

Hatton, A. (2001). Marketing Plans with a Winning Edge. A.: Infodar.

Harris, T. (1999). Value-added public relations: the secret weapon of integrated marketing. Choice Reviews Online, 36(09), 36-5180. DOI: https://doi.org/10.5860/CHOICE.36-5180

The EU's Guidelines for the Development of the Trans-European Transport Network 'Let's Fly Together': The European Union's Policy in the Field of Aerial Transport. (2018). European Parliament. URL: https://eur-lex.europa.eu/EN/legal-content/summary/eu-guidelines-for-developing-the-trans-european-transport-network.html (accessed 2017-11-21)

An Overview of the Agreement for Aviation Services Made by the EU. (2018). URL: http://www.europarl.europa.eu/RegData/etudes/note/join/2013/495849/IPOL-TRAN_NT(2013)495849_EN.pdf (accessed 2017-11-06)

The Convention for International Civil Aviation. URL: https://www.caa.bg/upload/docs/Chikagska_Konvencia.doc (accessed 2018-03-06)