Zhao: The paradox of airline network brand marketing

A vulgar to the problem of the vulgar, first chicken or egg first?

This is a biological problem, but also a chemical problem, but it is more likely to be a philosophical issue, and often a matter of sophistry; This is a question, there is no answer.

The answer to the airline stewardess on Weibo is that the egg is first. So she would say, people tend to have a lot of misconceptions about stewardess, but it should be chicken first, not "the crowd" chose exclusively's young and beautiful stewardess, but the airlines chose a water girl.

Therefore, the masses often have doubts, the old color of the flight attendants are the airline snow hidden, or by the rich of the Brothers collection?

First chicken or eggs, you can put aside, like a football game, whether it is the team's goal or the opponent Oolong, is the team's score.

Said far, back to the theme, said the airline's Internet brand marketing, more prepared to say, is to talk about the airline's microblog marketing.

Airlines, in the minds of the public, are big companies, bloated and inefficient, but in some ways forward-looking, such as marketing with new media, is faster than quite a few industries.

For example, micro-blog, the current domestic major airlines and some foreign airlines in China have routes, have registered official account, and also launched a series of interactive marketing activities.

The earliest attention was Korean airways.

The company through micro-blogging activities to recruit lucky users, take the Korean Airlines flight to Jeju Island travel, should be said to be very attractive activities, but also attracted a lot of http://www.aliyun.com/zixun/aggregation/12348.html "> Microblogging user participation.

However, it does not seem to have a very good effect; Weibo is characterized by fast, but at the same time the information sinking speed is very fast, Korean Air activities played a water drift was not heard.

So we saw that Korean Airways ' microblog last time was May, and has been quiet for nearly one months; This shows that Korean airways and its public relations agencies do not have a long-term plan for the marketing of Twitter-

A short-lived marketing campaign.

The next concern is the activities of the Eastern Airlines.

China Eastern's activities are beautiful stewardess to take you to the Expo, very attractive activities, especially the so-called one-on-one service, very consistent with the Internet's ambiguous atmosphere; So, a few flight attendants like the Internet as the network of the Reds like to be onlookers.

It should be said that the activity is still very good, attracting a considerable number of microblogging users attention, and in the end it really took a bunch of Twitter users to a stroll around the Expo Park--and interestingly, the group of users who had been borrie to the World Expo in all sorts of ways, it seems, is still a pretty strong temptation for a beautiful stewardess.

East Airlines of these several stewardess, even by the committees praise, became a new era stewardess image representative, looks very beautiful.

From a professional point of view, the Korean and Eastern airlines activities are actually good, but also have their own new ideas, but also very interactive;

Without clear pertinence, these activities are not in the face of their respective consumer groups and potential consumer groups;

There is no clear standard, two activities are not designated a very clear system of election, are very subjective judgments, so the final result is as we have seen, did not be able to screen out enough of the grassroots and enough representative users to obtain the airline's activities dividend.

Wait a minute.

Of course, such or such flaws can not cover up the internet environment, airline brand marketing enterprising heart; should not only be the information on the Internet, and not only to achieve the internet shopping, but also through the Internet new media, to create the Internet brand belonging to the airlines.

The title of this article is "Airline Internet brand Marketing Paradox", which echoes the philosophical problem of chicken or egg first; the subtext is that these brand marketing can play a role in the network brand of airlines, but it is more restricted to the overall image of the airline in the social level.

For example, the Dragon Boat Festival Day, because of various reasons, the capital airport has more than 300 flights delayed, one day, flight delays are more serious-this leads to the emotional excitement of passengers, but also make the network a boiling;

The domestic aviation industry is not yet a full market competition, passengers choose flights do not necessarily have too many choices, and the reasons for the choice is not because of Word-of-mouth, mostly because of cost-effective choice of flights.

The new media marketing of the airlines is encouraging, and the airlines are expected to improve their overall service quality and service awareness.