面对国内航空公司在市场定位、产品体系、营销手段、销售渠道等方面高度同质化的现状,本文结合民航销售特点做出剖析,并将差异化营销的理论作了完善与扩充,既包括针对消费者的差异化,又包含了针对竞争者的差异化,从而为航空公司营销领域的现存问题提出了一整套有效的解决方法。差异化营销的概念最先由奥美集团差异化行销全球总监葛斯·哈伯提出。差异化营销强调“All Consumers Are Not Created Equal”(并 Facing the highly homogenized status of domestic airlines in terms of market positioning, product system, marketing methods and sales channels, this paper analyzes the characteristics of civil aviation sales and perfects and expands the theory of differentiated marketing, which includes both Differentiation for consumers, but also for the differentiation of competitors, thus providing a set of effective solutions for the existing problems in airline marketing. The concept of differentiated marketing was first proposed by Gus Huber, Ogilvy Group Global Director of Differentiated Marketing. Differentiated marketing emphasizes “All Consumers Are Not Created Equal ” (and