Research on the Influence of Chinese Low-Cost Airline Brand Choice

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Project Title: Research on the Influence of Chinese Low-Cost Airline Brand Choice
Author: Mr. Chen Jian
Advisor: Associate Professor Dr. Chao Qiu
Degree: Master of Business Administration (International Program)
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2019


Conference Proceedings
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020


Chen, Jian. (2019). Research on the influence of Chinese low-cost airline brand choice. (Master’s independent study). Bangkok: Siam University.


The establishment of Southwest Airlines marked the birth of a new type of aviation model-low-cost aviation model. Southwest Airlines was not optimistic at the beginning of its establishment, because it changed the internal nature of traditional airlines to a large extent. Since American traditional airlines suffered severe losses during the economic recession, Southwest Airlines has highlighted unique and brilliant achievements. People have begun to review and emulate this disruptive traditional low-cost airline model, and they have become an important development trend in the world aviation industry.

China’s total civil air transport volume has leapt to second in the world, only behind the United States. However, several low-cost airlines in China have just started. China’s social and economic development needs low-cost airlines, and many Chinese people want to fly on low-cost airlines. The Chinese civil aviation market can support the development of low-cost airlines. Considering the scale and rapid growth of the Chinese market, it is particularly necessary for economic airlines to achieve significant development. This was also an opportunity for the development of China’s civil aviation industry, And to build the brand of China’s low-cost airlines and how to let consumers choose the brand are issues that all low-cost airlines need to consider.

This article began with consumer decision theory and used the flat asset theory as the theoretical basis to construct a model of the impact of brand calorific value on consumer brand choice. On this basis, 387 consumer questionnaires about low-cost airline brands were collected. Empirical research was conducted on the questionnaire data through SPSS 25.0, and it was proposed that low-cost airlines adopt appropriate brand strategy management in different situations.

Keywords: low-cost airlines; brand attitude; brand recognition; brand selection.

Research on the Influence of Chinese Low-Cost Airline Brand Choice

Master of Business Administration (International Program), Siam University, Bangkok, Thailand


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