Academic Journal of Business & Management, 2023, 5(19); doi: 10.25236/AJBM.2023.051905.
Jiehua Zhong1, Ho Yin Kan2
1Faculty of Humanities and Social Sciences, Macao Polytechnic University, Macao, 999078, China
2Centre for Continuing Education, Macao Polytechnic University, Macao, 999078, China
As the passenger flow of Air Macau international routes increases year by year, its international development has important background significance. However, the brand awareness and market share of Air Macau in the international market are relatively low, so it is necessary to develop an effective brand international marketing strategy. Based on data and market research, this analysis summary proposes strategies such as expanding route network, strengthening brand promotion, providing personalized service, strengthening brand image building, strengthening staff training and strengthening partnership, in order to enhance the brand recognition and market share of Air Macau. According to the data, by 2023, Air Macau will have 750,000 passengers on routes. The implementation of these strategies will help Air Macau gain a competitive edge in the international market and achieve sustainable brand internationalization.
brand awareness, international airline network, personalized service, brand image building
Jiehua Zhong, Ho Yin Kan. Analysis of Brand International Marketing Strategy of Air Macau. Academic Journal of Business & Management (2023) Vol. 5, Issue 19: 29-33. https://doi.org/10.25236/AJBM.2023.051905.
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