Research on the Brand Marketing Strategy of Changi Airport

Abstract

In the context of global economic integration, airports play a crucial role as hubs for air transportation and drivers of regional economic development. In the post-pandemic era, airports face the dual challenges of market competition and changing passenger behaviours. This thesis focuses on Singapore Changi Airport, a global benchmark for airport operations and customer service, to explore its brand marketing strategy. Using SWOT analysis and the 4P marketing mix framework, the study identifies Changi’s core strengths, weaknesses, opportunities, and threats.

The research reveals Changi’s competitive advantages, such as its world-class brand reputation, innovative digital marketing, diverse passenger experiences, and sustainable initiatives, while also highlighting challenges like high operating costs and adaptation to emerging channels. External opportunities, including rising global tourism and terminal expansions, and threats such as regional competition and macroeconomic uncertainties, are also diagnosed. The 4P analysis shows how Changi differentiates itself through product innovation, strategic pricing, omni-channel distribution, and engaging promotions. Based on integrated marketing communication (IMC) principles, the thesis proposes actionable strategies to enhance brand consistency, cross-channel synergy, and consumer engagement, such as leveraging live e-commerce, upgrading metaverse experiences, and deepening sustainable narratives.

The research provides a comprehensive framework for optimizing brand marketing in the aviation industry, offering practical value for Changi and serving as a reference for other airports seeking to strengthen their brand competitiveness through integrated, consumer-centric strategies