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The urgency of the research is caused by the changes that have taken place in the Russian civil aviation industry, the strategy of which is aimed at consolidating the industry, and as a consequence, at changing the market structure for passenger air travel. To increase the competitiveness of the Russian civil aviation industry, it is necessary to improve production activities and introduce new business models for the Russian market, in particular, the model of discount airlines. The purpose of the article is to analyze and identify the reasons for the failure of business models of Russian discount carriers operating earlier. The leading approach to the study of this problem is the logical-theoretical research method. Using this approach, the authors analyze the failed business plans of previously operating Russian discount air carriers such as Avianova, SkyExpress, Pobeda and the main barriers to the development of the discount airline industry in Russia and the main marketing aspects of discount airlines performance on the Russian market. The materials of this article can be useful for airlines or a group of airlines that seek to develop the share on both the Russian and global markets in the passenger air transportation industry, for example, such enterprises as PJSC Aeroflot and PJSC S7.

Marketing Aspects of Discount Airlines in the Russian Market