The Boeing one hundred for success市营111班高娟学号：2011016103Abstract：In 1916, A born in the United States, with a half German and half Austrian descent with flying dreams young William Boeing established the Pacific aviation product company. From Pacific Aero products to Boeing aircraft to Boeing, William Boeing founded the aircraft manufacturing company in the sky ride nearly a century. Century-old dream, Boeing has gone from was first built in Seattle combined with small seaplane Lake producer degenerated into operations in the aerospace giant.Keywords：Boeing civil plane marketingFirst, introduction:Leading aviation industry has long been Boeing's core philosophy, but Boeing's founder William Boeing, Boeing may have an unexpected today's brilliant, as of 2013 years, Boeing has become the world's leading aerospace company, the world's largest manufacturer of commercial airplanes and defense, space and security system, United States largest exporters. Boeing's organization and personnel throughout the five continents in 70 countries and regions, with their own company 300 more than the factory 170 , total number of employees for more than 17 million people. Boeing Company currently main of business module has two a: civilian aircraft business and defense, and space and security business, its each business module by contains of products and service are species range, has from 100 seat to over 500 seat of various series of civilian aircraft, military aircraft, satellite, weapons, electronic and defense system, and launches system, and advanced of information and communication system and training service.Published in 2012, the U.S. financial magazine's list of world top 500 companies, Boeing to $68.75 billion in revenue in 123.Second, demand-driven, customized marketingBoeing eventually became Lord of sky, not only thanks to its sophisticated technology, to a large extent due to its successful marketing strategy. As the United States airlines Senior Vice President Donald Lloyd said: technically said, Boeing is excellent, but Clothilde and other companies are also very talented. The main difference between them is that Boeing has its own unique sales approach and outstanding sales force that makes buyers feel that Boeing fully understands your needs, so as to form a strong buy.1.Excellent sales teamBoeing has an excellent sales team, Boeing as polished diamonds in the rough training them so that they generate a steady stream of orders for the company.Boeing's sales staff must possess the following qualifications: has expertise andexperience in sales, familiar with the aircraft's performance and structure, familiarwith aircraft product support (after-sale service) functions and procedures with betterbusiness skills; with a comprehensive analysis of business decision-making andhigher capacity. In addition Boeing salespeople must do everything possible tocapture consumer information (including customer's flight plan, flight schedules,drivers, mechanics, stochastic, as well as public relations, financial and otherconditions). Boeing believes sales only through an understanding of their customers,according to the customer's needs and provide a suitable model, selling more planes.At Boeing, because sales staff overall understanding of the customers and sales success examples abound. Once, Boeing's sales staff with 737 aircraft to a country inAfrica to do flight demonstration, back in Seattle soon received from the national advisory message, calls for high-speed aircraft wheel centipede Boeing report after the friction coefficient. So they immediately inform the airline, centipedes will not affect Boeing 737 airliner took off. This left a deep impression to the airlines, become one of the important reasons for he buy a Boeing 737.2.On the customer requirementsCompetition in the market of the ultimate goal is to win customers, Boeing commercial sales staff in sales activities always keep dynamic and target market is highly sensitive to the market, pay attention to the psychological research customer, understand the updated fleet of various needs, and try our best to deal with the problem raised by the customer.Boeing will most concern of the customers to buy the plane summarized as the following: civil aircraft manufacturers at home and abroad, the prestige and influence;The design of the aircraft itself characteristics, performance parameters and configuration status ;Aircraft operating costs and return on investment ;Aircraft sales price and other terms; The plane in the same type model characteristics and advantages in contrast; Please refer the payment; Aircraft product support after delivery (after-sales service);Please refer attached preferential conditions; Lease mode choice; Upgrade funding sources.Boeing, the aircraft manufacturing process requirement is very strict, especially in the aspect of the safety of the flight performance. Boeing believes, for aircraft industry, security must be in the first place. So "at all costs, to create the safest aircraft" also became the slogan of the Boeing company.Boeing on each aircraft flight test, collect the problems, although some small problems will not affect the normal flight of the aircraft, but Boeing will still be immediately organize study group, the study of this kind of problem, and the final solution, to ensure that the plane can fly in the case of absolute safety.Boeing 787 flight test will get a lot of orders not legend also benefited from Boeing to customer-centric marketing strategy. Boeing 787 was started since 1990, Boeing 777 plan for 14 years after the launch of the first new models. In the case of not tested, Boeing 787 received 677 orders.Before the advent of a Boeing 787, the global aviation market basic hasn't 200 medium long distance planes. For long routes across the Pacific, mainly by the Boeing 747 and airbus 747 operations. Along with the integration of the global economy, people's frequent travel, the rapid development of modern society makes people more and more need for medium-sized planes not stopping distance point-to-point flights, but not all big planes flying center to center.Through a deep understing of aviation market and forward-looking analysis, shrewd Boeing to find the opportunity, made a research and development production needs only two engines, medium-sized aircraft capable of remote direct flights to the Boeing 787 aircraft, large aircraft for use are not suitable for remote line with no stopping services, reduce some of the 300-400 great technology high vacancy rate of operational risk.Boeing, in fact, in the design of each model, the design of the company staffwill carefully listening to the advice of the Marketing Department, sales department are of the utmost importance of market analysis and information feedback, not blindly pursuing big luxury, don't think that cater to the market opinion. Boeing is clear, marketing personnel, including sales and after-sales service is the most close to the customer, the most clear what the market need, know the difficulties of customers there, this is very damaging to the competition.3.With the winning of advertisingFor Boeing, it directly to the client is the world's hundreds of airlines, but Boeing's advertising is more for its customers' customers that passengers, made by Boeing use advertising encourage people to take a plane, only by plane, the airline's business to do big, Boeing aircraft will have a good sale. In 1995, Boeing has launched to "flying miracle" as the theme of the advertising plan. Boeing has invited countries, regional airlines staff provide their stories in the air, and choose the part of the adapted for a lively advertisement. The leading role of advertising is the airline's staff. Boeing to "flying miracle" as the theme of the advertising very charismatic encouraging people:, travel by plane to go! Language in the advertisement successively in 101, in 125 countries and regions, major newspapers published prominently.4.basing production on sales prospectsPlane is different from ordinary business of buying and selling, a jet plane to tens of millions of dollars or even hundreds of millions of dollars, it is for the seller and the buyer is a lot of money, so neither Boeing nor the airlines are very careful when buying and selling aircraft. Boeing is generally take orders first, after the production of aircraft. Aircraft production is a very swollen engineering, production speed is limited by certain, and from customer order to deliver the plane tends to go through a few years’ time.5.old for new serviceIn Boeing's marketing strategy, there is a trick that is to old change new.Customers can exceed the service life of the aircraft back to the Boeing Company and then buy new planes. Boeing has also set up a second-hand aircraft sales service department.Boeing to old change new service is kill two birds with one stone, on the one hand, to meet the needs of the vast majority of customers; On the other hand, Boeing also gained new orders and credibility.6.The marketing of Chinese elementsChina's aviation market is a potential growth market, Boeing predicted that China's domestic passenger traffic will be 7.9% average annual growth rate of China's airlines in will need 4330 new aircraft during 2010-2019, the market value of $480 billion. Therefore, whether the occupation of China's aviation market, will directly decide Boeing and the contrasts of power in the global rivals. Boeing's chief executive and chairman Mr. McNerney said publicly, with the passage of events, China will become the world's largest aviation market, for a global company, must succeed in the Chinese market.In order to get more market share in China market, Boeing, in its 787"Dreamliner" full-time memory actively integrated into the Chinese elements named,etc. Before the Boeing 787 launch, the Boeing 787 was called "Boeing 7 e7 dream".Until the Boeing Company and the Chinese government and signed in Washington onJanuary 28, 2005, 787 aircraft purchase agreement, didn't even have a "Boeing 787"formal name. Boeing group greater China, senior vice President of sales rob said,eight symbolizes the lucky in Chinese culture, as a result, Boeing decided to 7 e7dream changed its name to "787 Dreamliner.Third, more competition in the industryBoeing's aerospace and defense industry is a competitive industry. Boeing, for its face competition from all directions.In civil jet aircraft manufacturing market, Boeing's main rival airbus, the world's the aircraft mainly by the civil aviation companies use their development and production of the two companies respectively. Civil jet aircraft manufacturing market also known as the duopoly market. In the market, in addition to airbus, a threat to Boeing and there are many potential international competitors. Competitors from Russia, Japan, China will soon after in 2010 is likely to break into the 70-190 aircraft market. Russia also shows that in 2015 years ago to become the world's third largest aircraft manufacturer. So the market environment for the Boeing Company has brought great pressure of competition.Facing Boeing defense, space and security business competition as Boeing's civil aircraft manufacturing business. In the defense, space and security market, Boeing's rival is primarily a Lockheed Martin and Raytheon and general dynamics. These companies have a striking performance and super vision, in national defense, space and a large part of the security market, is Boeing's Nemesis. Has been hailed as a world-class munitions giant Lockheed Martin, 2012 annual income of $47.2 billion, operating activities net cash flow of $1.56 billion, most of its income from the department of defense and the U.S. federal government agencies, in fact, Lockheed Martin is the U.S. government's largest provider of IT services, systems integration and training. General dynamics is one of the largest arms dealer, defense contractors, mainly engaged in Marine equipment, aviation products, assault weapons manufacturing, is the third largest after Boeing and Lockheed Martin, aerospace and defense companies earnings of $31.51 billion in 2012, operating activities net cash flow of $2.69 billion.When international competitors, Boeing have certain advantages. Because of the global aircraft sales are in accordance with the dollar, this leads to exchange rate fluctuations will affect the profit potential of Boeing's main rival, make them exchange losses. In the currency of the country as the dollar relative to competitors, less costly, a competitor's revenues and profits will be adversely affected. Competitors in this strategy in the unfavorable factors are usually positive to reduce costs and increase productivity, so as to improve their ability to compete for a long time.。
