China Eastern Airlines Passenger Services On Brand Strategy

With the globalization of air transport, and sale of their products market, the competition between the aviation industry has become increasingly fierce. Research and development of air passenger transport enterprise application service brand strategy, it can correctly handle the short-term interests and long-term interests of the relationship between the increase of economic stability to enable enterprises to gain a competitive advantage.China's civil aviation system in the issuance of three groups after the establishment of a high-input, high-tech, high-risk large-scale enterprises out of the air: providing high-quality service networks and high-grade aviation products, the visitors mainstream recognition, and the mainstream of the world airlines matchless new ideas. Among them, "to provide high-grade aviation products" has gradually become an aviation competition among enterprises an important weight. China Eastern Airlines Co., Ltd. (hereinafter called Eastern Airlines) Over the years, and gradually perfect the system strategy and the implementation of "air passenger and cargo as a leader, to the air transport industry (passenger transport services) development as the main body, and the coordinated development of related industries, the advantage complement each other "development strategy. Although direction, ideological, and rational all of the good, but not good operability. Eastern Airlines in recent years because of the competitiveness of the industry decline, the company overall competitiveness decreased. Major international market development experience shows that the aviation industry: the airline has a good brand in the aviation industry to competition in the long-term to maintain a superior position, Singapore Airlines and Southwest Airlines of the Unitd States from operating history shows that the evidence on this point.Based on the theory as a guide, the major use of empirical analysis and SWOT analysis tools with Eastern Airlines and the development of the overall ideas and goals, Eastern Airlines passenger services on the choice of brand strategy study aviation industry change its strategic direction, work out the implementation of a number of brand strategy of a company, so that it will become Eastern Airlines distinction other companies a major competitive advantage of the difference in strategy. At the same time focus on the advantages of resources on creating high-end brands, using the remaining resources development in low-end brands, focus on high-end brands taste, content, the company implemented a number of strategic brand competition. The strategy for the overall development of China Eastern, long-term, fundamental to the Commissioner also has major significance.In this paper, in reference to foreign airlines using examples of successful corporate strategy on the basis of the theory to guide corporate strategy, research and the development of Eastern Airlines passenger transport service brand strategy, in order to achieve stability in improving the economic efficiency of enterprises; At the same time, China's aviation Transport enterprises to establish and implement effective passenger transportation services brand strategy, the promotion of civil aviation transport sector coordination and long-term development for reference and reference.