Research on the Marketing Strategy of Airline Industry Influenced by COVID-19

DOI

10.2991/aebmr.k.210803.045How to use a DOI?

Keywords

Marketing strategy, Airline, Pandemic, Crisis

Abstract

The main purpose of this study is to examine the effectiveness of strategies which are adopted by the airline firms to overcome the crisis in marketing perspective after understanding the impact of the pandemic on key transportation mode (i.e., airline). Based on the analysis of the market situation and the forecast of virus severity for the uncertain future, one most likely happened scenario is selected. With selected scenario, the paper highlights and specifies several popular strategies which are utilized by many of the airline firms, and outlines key implications for the post-COVID-19 self-rescue actions.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhen Fan
PY  - 2021
DA  - 2021/08/04
TI  - Research on the Marketing Strategy of Airline Industry Influenced by COVID-19
BT  - Proceedings of the  1st International Symposium on Innovative Management and Economics (ISIME 2021)
PB  - Atlantis Press
SP  - 331
EP  - 336
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210803.045
DO  - 10.2991/aebmr.k.210803.045
ID  - Fan2021
ER  -