高速铁路在我国快速发展,地方航空公司客运市场份额不断受到挤压。对此,企业除了进行宏观的战略布局外,还须调整微观的市场营销策略。本文将市场定位理念与地方航空公司的营销实务相结合,在合理市场定位的指导下构建差异化的产品体系,以期增强地方航空公司在我国客运市场中的相对竞争优势。 The rapid development of high-speed railway in our country, the local airline passenger market share has been squeezed. In this regard, enterprises in addition to macro-strategic layout, but also need to adjust the micro-marketing strategy. This article combines the concept of market positioning with the marketing practice of local airlines and builds a differentiated product system under the guidance of reasonable market positioning so as to enhance the relative competitive advantage of local airlines in China’s passenger transport market.