国内高速铁路的大规模建设，标志着中国正快速进入高铁时代。高铁的发展，对当地经济发展和人民出行方式产生的深远影响，以及对其他运输方式特别是航空运输业所造成的冲击，在国外已经得到了普遍的认同。虽然国内高铁的发展尚处于起步阶段，但其对国民生活的影响和对航空运输业的冲击已经是不争的事实，因此，研究高铁冲击下的民航客运市场营销策略，对于指导国内航空运输企业适应市场需求，提高自身竞争力具有重要意义。本文在介绍国内外高铁的发展情况以及对民航运输业产生的影响的基础上，通过总结国外的经验，比较国内外高铁发展环境的差异性，分析旅客的出行选择因素以及高铁市场的覆盖范围等几个方面分析了国内高铁对民航的影响，并总结了国内外应对高铁的主要措施，从而提出了国内高铁冲击下的民航客运市场营销策略。通过研究，本文得出以下结论：（1）高铁运行3小时是高铁与民航的优势运距的临界值，但考虑到国内外高铁的发展环境略有不同，特别是在高铁运营速度上，因此，国内高铁与民航的优势运距应该在900公里，900公里以内的运输市场高铁将占优势，且600～1200公里范围内的中途航线将是民航与高铁竞争最激烈的市场。（2）国内民航与高铁的市场重合度达到45%，且主要集中在占国内航线77.8%运量的前300条航线上；此外，高铁的规划里程显示，国内十大城市之间的高铁运行时间普遍集中4小时左右的范围，将对国内民航的主要市场产生重大的冲击。（3）将高铁运行2小时以内的市场划分为短途市场，高铁将占优势；2～4小时的市场为中途市场，高铁与民航势均力敌；而4小时以上的市场为长途市场，民航将占优势。（4）国内高铁与民航的竞争，由于民航天然的速度优势已经弱化，未来高铁与民航的竞争应主要体现在产品、费用和服务质量等方面的综合竞争，民航需要发挥创新精神，尽可能地为旅客提供更加人性化的服务和产品，同时在价格、渠道、促销策略等方面配合开展工作，才能提高民航自身竞争力。

Large-scale construction of high speed railway marks the High-speed rail in China is rapidly entering the era. The development of High-speed rail, local economic development and the way people travel far-reaching implications, as well as other transport modes, especially the impact of air transport industry in foreign countries has been generally recognized. Although the development of domestic High-speed rail is still in its infancy, but its impact on national life and the impact of air transport is an indisputable fact. Therefore, the study of Civil Aviation under the impact of High-speed rail passenger marketing strategy, guiding the domestic air transport enterprises to adapt to market demand, and improve their competitiveness is important.This article describes the comprehensive development of domestic High-speed rail and the impact on the Civil Aviation industry, based on the experience of foreign countries by summarizing, comparing High-speed rail development environment for domestic and international differences, analysis of passenger travel and High-speed rail market selection factors aspects of the coverage of High-speed rail on the impact of Civil Aviation, and summarizes the major domestic and international measures to deal with High-speed rail, which made the domestic Civil Aviation under the impact of High-speed rail passenger marketing strategy. Through research, we draw the following conclusions: (1) High-speed rail to run three hours is a distinction between High-speed rail and Civil Aviation reference point advantage, But given the high domestic and international environment for the development of High-speed rail is slightly different, especially in the high-speed rail operations, therefore, the domestic balance of High-speed rail and Civil Aviation market should be 900 km. Within 900 km High-speed rail will prevail, 600 to 1200 km will be the most competitive market. (2) Civil Aviation market with High-speed rail to reach 45% of coincidence degree, and Mainly concentrated in the top 300 domestic routes, which volume accounted for 77.8% of all domestic routes; In addition, the mileage of High-speed rail display that, the running time for High-speed rail between the top ten cities is about 4 hours, and the main domestic Civil Aviation market will have a significant impact. (3) High-speed rail running within 2 hours of the market is divided into short-haul market, the High-speed rail will prevail; 2 to 4 hours of the market as the middle market, High-speed rail and Civil Aviation evenly matched; more than 4 hours in the market for long-distance market, Civil Aviation will prevail. (4) Domestic competition in High-speed rail and Civil Aviation, the Civil Aviation natural speed advantage has been weakened and future competition in High-speed rail and Civil Aviation should be mainly reflected in the product, cost and service quality and other aspects of comprehensive competitiveness, innovation and the spirit of Civil Aviation to play and do possible for passengers to provide more personalized service and products, price, channel, promotion strategies, etc. to work with in order to improve their competitive edge aviation.