A relevância das estratégias de marketing para as companhias aéreas

Abstract

The liberalization of the aviation market has been seen, in recent years, as one of the crucial factors of change in the commercial environment in which airline companies operate. In this context, marketing plays an important role, as it consists of a set of fundamentals that are of interest to those who need to promote products, services, advantages, people, places, events, data, ideas or companies. Based on this premise, this research was structured around the following problem: how can marketing strategies contribute to the services offered in the airline sector? Thus, the general objective of this study was to discuss the relevance of marketing strategies for aviation, considering its current marketing context. As a methodology, we opted for qualitative research and bibliographic procedures, using the theoretical framework in two databases – the Brazilian Digital Library of Theses and Dissertations (BDTD) and the Scielo platform, among other sources. The result brings a discussion of consumer segmentation, the factors that influence their purchasing behavior, and how airlines can implement strategies to meet these needs. The conclusion obtained was that the marketing tool is used by aviation companies to reach their consumers in a strategic way, considering their personal and even psychological characteristics, resulting in customer retention and loyalty, with a view to profit. of companies, their consolidation in the market and the strengthening of their brand.