媒介化时代下的航空公司公关营销——以“南航A380首飞”事件为例

Development of PR and Marketing of Airlines in Media Age——Taking the Delivery of First A380 by China Southern Airlines as an example

2011中国民航十大热点事件网络票选中,"国内首架A380交付南方航空公司"排名榜首。南航围绕A380首飞进行的一系列市场策划与公关营销,获得了产品经济效益与品牌美誉度的双赢,被业界称为"一架飞机引发的公关大案"。分析此次产品营销中南方航空的营销策略,对国内航空公司市场理念的拓展,品牌实力的建设,有着积极的启示意义与实践价值。

In online vote of top 10 civil aviation news last year, China Southern Airlines Tak-ing Delivery of First A380 wins first place. Around the first delivery of A380, China Southern Airlines does a fine plan of marketing and wide public relation which call a big bang caused by one plane, and has gained both market benefits and brand favorite. The purpose of studying marketing strategies of A380 launch is to develop the strength and brand for other domestic airlines.