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Marketing Strategy of Air France
Air France adopts the mass strategy, puts the cost first, and focuses on passenger and freight transportation. Air France's sales strategy is to improve the existing operating network and serve the public passengers. Relying on strict cost control to ensure profitability.

Facing the depression of aviation industry and rising oil price, Air France reduced fuel consumption by updating its aircraft. Carrying out oil futures trading has eased the impact of high oil prices. Use the aviation hub port to provide fast transit for flights of Air France and its partners to attract more passengers; According to the change of passenger flow, adjust flights in time to make their passenger capacity even; Provide corresponding services according to the different needs of passengers on different flights. Air France makes passengers more comfortable in cabin service on long-haul flights, and adopts a low-cost business model on medium-haul flights to attract customers in price. Air France's business is mainly divided into four parts:

Passenger transport: In 2003-2004, it transported 43.7 million passengers, making it the third largest passenger airline in the world and the 1 largest passenger airline in Europe, accounting for 17.4% of the European market, with a turnover of 1026 million euros, accounting for 83% of the total business of the Group.

Freight: Air France's cargo fleet has 10 Boeing 747-200F and 4 Boeing 747-400ERF aircraft.

In 2003-2004, the freight turnover was 14 1 billion euros, accounting for 1 1% of the total business of the group, and the profit reached1500 million euros;

Machine maintenance: The Industrial Logistics Division is responsible for all the machine maintenance services of Air France Group, and provides machine maintenance services for the Group and other 100 airlines; It is the second largest maintenance service company in the world, the largest maintenance service company for Airbus A320, A330 and A340, and the largest maintenance service company for CFM56-5 engine. In 2003-2004, the turnover of machine maintenance was 5,654,380,000 euros, accounting for 4% of the total business of the Group.

Other services: mainly training services. Air France invests about 200 million euros in training services every year, and has two training bases, namely Air France Training Center (for ground handling) and Air Service Training Center (CFTPN). In 2003-2004, the turnover of other businesses was 65.438+0.6 billion euros, accounting for 654.38+0% of the total business of the Group. In addition to developing its own business, in order to cope with the fierce market competition, Air France has formed SkyTeam alliance with Aeromexico, Delta Air Lines and Korean Air, with CSA Czech Airlines and Alitalia joining respectively. Every day, 8,200 flights travel between 5 12 terminals around the world, providing high-quality networked aviation services to passengers all over the world.

On May 4th, 2004, Air France successfully acquired 89% control of KLM for 833 million euros (US$ 995.7 million), becoming the largest airline in the world by revenue. KLM shareholders donated 41760,000 shares, accounting for 89.2% of the airline's capital.

This merger is the first transnational merger of major European airlines. The combined scale will surpass JAS and become the largest airline in the world. In terms of passenger traffic, Air France-KLM will become the third largest airline in the world after American Airlines and United Airlines. This transaction enables the two companies to save costs and increase profits, help them increase passenger flow, and cope with the growing competition from low-cost airlines. It is estimated that the annual long-term comprehensive income will reach 600 million euros. According to the agreement, the two airlines will form a joint holding company. Under the name of the holding company, Air France and KLM will keep their names for three years. Holding Company Law-KLM will have 0/00% control of two companies/KLOC-but KLM will remain a Dutch company, and 5 1% control will be held by the state and two funds. This arrangement will enable KLM to maintain its foreign landing rights. The deal reduced the French government's stake in Air France from 54% to 44.7%. The employees of Air France own 0.5% equity of the new company/kloc-0, while the former shareholders of KLM own 17.3%. Nearly 45% of the company's shares will be listed and traded in the stock market.

The subsidiaries of Air France Group also include: SERVAIR- Aviation Catering and Aircraft Cleaning Company; Amadeus France-ticketing network information technology company; Aviation maintenance company; Sodexi air express company. The daily double flight of Air France Shanghai-Paris route is operated by B777.

The first European airline to build a terminal in Guangzhou;

The first European airline with five terminals in China;

1947 65438+ 10 In October, Air France became the first European airline to try the Paris-Shanghai route.

1in March, 947, the first passenger flight from Paris to Shanghai was carried out using DC4 aircraft.

On June 1966, the French and China governments signed an agreement covering air transport between the two countries. 1July, 1966, Air China signed a bilateral sales agreement with civil aviation.

Paris-Shanghai route resumed in September 1966.

197 1 year, Air France signed an agreement to double the number of flights between Paris and Shanghai.

1972 65438+ 10 Air France Paris-Shanghai flights increased to twice a week.

1973 air France was approved to fly to Beijing, thus replacing Shanghai. 1973 In September, Air France became the first European airline to fly to Beijing.

1980, Air France began to use Boeing 747 passenger-cargo mixed wide-body passenger aircraft once a week.

1991June, Air France began to provide direct flights from Paris to Beijing via Siberia. The flight time is reduced to less than 10 hour.

1999165438+1On October 22nd, Air France and China Eastern Airlines signed the Paris-Shanghai route code sharing agreement.

In April, 20001,Air France provided seven direct flights from Paris to Shanghai every week, including four connecting flights with China Eastern Airlines.

On April 20 1212, Air France opened a direct flight from Paris to Wuhan.