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

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.