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AirAsia
AirAsia STP
AirAsia 4P
AirAsia
AirAsia
1993
13976
30
(Tony Fernandes)
(Tony Fernandes)
20011
4000
2003
20075
31%
AirAsia
X
1990 1995 2000 2005 2010 2011
AirAsia
Every one can fly
30
Segmentation
Segmentation
Target
Postion
Image
Price Product Place Promotion
Southwest Airlines
(JetBlue)
Jetstar Asia
Tiger Airways)
AirAsia
Jetstar Australia
Ryanair
easyJet
?
Price Product PlacePromoti
on
Price
Price
:(2010)
2007 20092010
-
6.21
Price
2010
: /
3.52 4.87 1.38
8.75 7.9 0.93
7.15 6.76 0.95
20115
?
Price
//
12~14
17-18
/
40
25
1500
4
ex:737-300
7563623
~
Ex:A330:
200:
383
:$5-10USD:$5-15USD
200820092008836%
Price
4
,
Price Place PromotionProduct
108
-
(2001)(2003)(2007)
(2010)(2011)
Now Everyone can fly Product-
737-300 10 148
A320-200 70 180
http://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsia
2007(4)
(/)
A330-300 63123627638328355
A340-300 2 28630256
A350-900 (2016) 400
Now Everyone can fly extra longProduct-
X
(AirAsiaX)
http://zh.wikipedia.org/wiki/AirAsiahttp://redbox.airasia.com/http://www.airasia.com/http://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsiahttp://zh.wikipedia.org/wiki/AirAsia
Product-
,,
:AirAsia Megastore
DM
Product-
2011
-
-17Mail Boxes Etc.
Product-
D2DDoor to Door
18
A2A Airport to Airport
Price Product PromotionPlace
,10%
Place
Air Asia Place
3500
20114,X200
()
AirAsiaGo
Expedia
GoRooms
Air Asia
Koolred
Flickr
Youtube
6500
3.3
12%Facebook
100!
:
Ask Air Asia
CEO
--
80-150
Price Product Place
Promotion
Promotion
(+)
:
235:1-58:4-811
01
----0
--
--0
,
AirAsia GoTour
GoRooms7
x Expedia 2011, Expedia
3,
So You Wanna be a Pilot
---
BLOG
Price Product Place Promotion
-1:0.9%1.4%0.5%-3%4%
-201153
-70%81%
-