随着数字技术被越来越广泛地应用于各行各业，航空公司也踏上了数字化转型的道路，各航司纷纷搭建包括网站、移动客户端等在内的电子商务平台进行线上直销。电商平台的功能已不仅仅是简单的销售渠道，而逐步发展成为企业销售产品、推广服务、进行品牌价值传播的综合性服务平台。面对复杂的国际市场环境，航空公司如何利用自有电商平台产生的大数据信息，使用怎样的数字化营销手段与策略在海外市场竞争中占据有利地位，成为航空公司争夺海外市场份额的一项重要课题。
本文希望在对电子商务理论和数字化营销理论研究的基础上，结合M航实际案例，介绍其电商平台发展、大数据运营、海外市场用户画像分析及营销组合策略制定的具体情况，分析现状的优劣势。经研究发现，M航目前的数字化营销在用户画像的分析与应用、营销信息的传播与触达、客户关系的深化以及营销价值回报方面存在一定的问题，进而提出未来M航利用自营电商平台在海外市场进行营销推广时的改进建议，包括建立数字化营销管理体系、加强客户价值的深入挖掘、重视和改善内容营销管理以及在海外市场推进电商平台的本地化运营。

As digital technology is increasingly widely used in various fields, airlines have also embarked on the road of digital transformation, and various airlines have built e-commerce platforms including websites and mobile App for online direct sales.The e-commerce platform has gradually evolved from a simple sales channel to a comprehensive service platform integrating sales, service, and brand promotion.Facing the complicated international market environment, how to use the airline's own big data generated by electronic business platform, how to use digital marketing to occupy a place in the competition in overseas markets, the airline is worth considering. Based on the research of e-commerce theory and digital marketing theory, this article hopes to introduce its e-commerce platform development, big data operation, overseas market user profile analysis and marketing mix strategy formulation combined with actual cases of M Airline,and to analyze the current situation of advantages and disadvantages.The study found that M Airlines’ current digital marketing strategy has certain problems in the analysis and application of user portraits, the dissemination and coverage of marketing informations, the deepening of customer relationships, and the return of marketing value.It then puts forward suggestions to M Airline for its digital marketing strategy in overseas markets with its self-operated e-commerce platform in the future, including establishing a digital marketing management system, strengthening in-depth exploration of customer value, emphasizing and improving content marketing management, and promoting the localized operations of the e-commerce platforms.