Study On Optimization Strategy Of China Eastern Airlines’ Cabin Equipment Layout And Selection Based On Revenue Management

Along with rapid development of global economy, international aviation industry has experienced growth period and will enter mature period. As catalyst of economy globalization, aviation industry improved and accelerated global economy integration. Meanwhile, aviation industry itself showed the trend toward globalization. Globalization of aviation transportation makes aviation enterprise pay more attention to revenue management. Aviation enterprises committed to realizing maximum profit and creating unique competition advantage and leading market position. Along with the coming service economy, the service enterprise will face vast space of development and great challenge. To the traditional aviation enterprise, airplane is the strongest weapon to realize service differentiation. The choice of cabin interior trim and layout has become one of the most important factors to make success in the intense market competition. Emirates and Singapore Airlines are the good examples to show how the benchmarking airlines to meet passengers’ comfortable demands to the maximum degree through the advanced cabin equipment layout and selection. At present, besides the traditional smile service, the fiece competition of aviation industry lies in technology, equipment and route web. The cabin layout and the option of cabin equipment is one of the majorest measures to raise the competitiveness. As a result, using the scientific method to improve the cabin equipment selection and layout is the key for airlines to optimize the core competitiveness and revenue management.China Eastern Airlines is one of the three state-owned aviation enterprises in China. Experienced the long term of exportation and research, China Eastern Airlines has made the significant progress in the job of cabin equipment layout and selection. How to achieve the balance between making a profit and meeting passengers’ demands as well as how to do the job of cabin equipment layout and selection more proficiently, scientifically and professionally are the questions which the senior managers of China Eastern Airlines should think. Presently, the main problem of cabin equipment layout and selection is market position, route structure, organizational structure and market competitiveness. Along with the customers’expecting value gradually raised, China Eastern Airlines need to seek a scientific way in the aspect of cabin equipment layout and selection to be a winner in the intense market competition.Through the methods of questionnaire investigation, statistics analysis, comprehensive evaluation and literature information, the writer made an analysis for the present condition of cabin layout and equipment selection of China Eastern Airlines, for the relation between cabin equipment layout and selection and enterprise’s profit and for the problem of cabin layout and equipment selection in the aspect of profit raising. Meanwhile, the writer puts forward specific optimization scheme of China Eastern Airlines’cabin layout and equipment selection in the four aspects which are market position, route structure, organizational structure and market competitiveness. In the end, the writer hopes to better implement and control the job of cabin layout and equipment selection by making a plan, implementing efficiently, quality inspection, result assessment and optimization scheme.