本文首先介绍了航空运输企业服务营销的内容和现状,指出客运市场将保持较快的增长,航空运输服务面临更大的需求,而且航空运输服务既有服务的共同特征,又有着独特的产品构成。这是航空公司的立足点。论文建立了服务营销策略决策的分析模型,并在此基础上提出了实施顾客满意战略和服务创新战略以此保持航空公司服务营销的竞争优势。 This article first introduces the content and current situation of service marketing of air transport enterprises, points out that the passenger transport market will maintain a rapid growth, air transport services are facing greater demand, and air transport services have the common characteristics of both existing services and unique product compositions . This is the foothold of the airline. The thesis establishes the analysis model of service marketing strategy decision, and on this basis puts forward the implementation of customer satisfaction strategy and service innovation strategy in order to maintain the competitive advantage of airline service marketing.