China Eastern Airlines Marketing Strategy Of The Xian-Europe Route Transportation Market

China Eastern Airlines started to adopt the hub network strategy since 2010 in order to promote the construction of the Shanghai composite hub, and the Xi’an and Kunming regional hub. In the hub construction, international routes, especially the long-haul network, as one key link in Xi’an hub construction, has been progressing slowly in that there is still only one Xian-Europe direct flight route. In recent years, the air transportation market between China and Europe has developed rapidly, some domestic and international airlines have increased capacity investment, and both market competition and operation difficulty have increased. Faced with a complex competitive environment, it is of great significance to understand further the characteristics and variations in Xi’an European air transportation market, to learn more about passenger demand and consumption characteristics, and to work out the allocation of resources in match with China Eastern Marketing Strategy program, so as to improve the Xi’an-European routes operating conditions and improve China Eastern Airlines Xi’an hub construction.By understanding and analyzing Xian-European air passenger market macro-environment and the industry competitive environment combined with their own resources and capabilities, a large amount of data is used to make an analysis of Xi’an-European routes passengers demand. A summary is made of marketing strategies in the Northwest Branch Eastern Europe and the major problems that exist in marketing by using the related theories of 4P,4C, marketing services and SWOT analysis tool. By conducting a field survey, the specific recommendations for improvement on the European route marking strategy are put forward from the four perspectives of product, price, channel, and promotion.This article is a piece of application-oriented paper with the hope of proposing a solution to provide a reference for the marketing strategy of Xi’an-European airline in China Eastern Airlines. It is also hoped that the strategy can expand to other international or regional routes, making due contributions to the internationalization strategy development of China Eastern Airlines.