Research On Optimization Strategy Of Airline Marketing Channel Of Eastern Airlines

Using China Eastern Airlines as a case, this study investigates how it re-designs the marketing channels of the airplane tickets and optimizes the channel management issues, in the changing market, technological revolutionas well as the era of media transform.After the review and analysis of the China Eastern Airlines’ marketing status and its channel problems, the author re-segments the China Eastern Airlines’ ticket market through the perspective of customer rvalue segmentation, and further conducts a detailed industry competitive analysis for the ticket sales in China market. On this basis, a relatively comprehensive optimization strategy of the China Eastern Airlines’ marketing channels is provided.The author suggests that:TheChina Eastern Airlines should first comprehensively design the most effective marketing channels for each segment, in order to build an efficient mixed channel structure. Secondly, while they vigorously promote the ticket outlets, they must also collaborate between the traditional ticket distributors (including Online Travel Agents) and a new ticket sales platform to build alliances in order to stabilize the main channel of the ticket marketing. Thirdly, they must pay full attention to the innovation of the era of new technology, new media marketing channels, expand new customer relationships through social media and mobile Internet, and build to cope with the challenges of the future of marketing channels. The last but not the least, they must improve the operational mechanism of the mixed channel, and strive to achieve the lean management of channels.