- 學位論文
The Marketing Strategy Of Airline Industry Influenced by Covid-19 : Case Study Thai Airways.
The Marketing Strategy Of Airline Industry Influenced by Covid-19 : Case Study Thai Airways.
並列摘要
The study examines Covid-19 impact on marketing strategy of Airlines industry, with focus on Thai Airways. It evaluates pandemic effects on global airlines, measures to address financial challenges, and marketing strategies of Thai Airways during crisis. Qualitative interviews will gather diverse perspectives on managing pandemic in airline sector. Selection criteria ensure wide range of experiences considered in response to Covid-19. The study involves interviewing employees from major airline corporation similar to Thai Airways, providing insights into pandemic challenges. The results showed that the outbreak caused financial challenges and changes in marketing strategies. Marketing modifications affected product assessment and staff reductions. Thai Airways adapted marketing approaches to prioritize safety and local tourism during the pandemic. Strategies included travel credits and a program for exchanging miles. After the epidemic, digital enhancements aimed at retaining customers and boosting online interaction. Thai Airways analyzed the effectiveness of its marketing strategies during COVID-19, such as the No Landing Flights campaign. The success of strategies varied due to pandemic circumstances. aims to develop campaigns that meet passenger needs despite obstacles. Guidance on marketing strategy development can assist airlines in post-pandemic recovery. Tailored strategies for online platforms are crucial, focusing on technology and partnerships. Digital marketing will stress promotions via mobile apps and collaborations with. platforms like Facebook and TikTok. Thai Airways actively engages in marketing, showcasing services and staff through videos while expanding routes. Expansion plans target markets in South Asia, the Middle East, and Africa, with an emphasis on millennial and Gen Z travelers. The SWOT analysis reviews Thai Airways' marketing strategy using primary data and interviews with 10 participants. Strengths: brand reputation, global network, modern fleet, alliances, skilled workforce, innovative services, and customer loyalty programs. Weaknesses: high ticket prices, focus on marketing communication, and online platform adaptation, requiring targeting new customer segments and new products. Opportunities: retaining high-spending customers with customized marketing strategies and promoting Thai identity through unique Thainess feature. Threats: challenges for long-serving staff due to COVID-related salary cuts and downsizing, potentially affecting Thai Airways' adaptability.