Research On Marketing Strategy Of China Eastern Airlines'(CEA) Passenger Transportation Services

With the rapid development of civil aviation in our country,the competition between airlines become more and more fierce,the domestic new airlines,airlines in abroad,big airline alliance in succession all contributing to a degree of competition in the industry.Faced with such fierce competition environment,marketing has become the important weapon of airlines market activities.Facing the opening of the market,an increasingly powerful competitors,how to improve their marketing performance is becoming a big issue.China Eastern airlines group company as one of China's three largest state-owned large-scale key aviation enterprise group,on the basis of the original eastern airlines group,merger northwest airlines,unite Yunnan Airlines,have achieved rapid development in recent years.However,since the economic crisis in 2008,a great change of the global economic environment,the Internet age,the new marketing mode,China Eastern airlines ‘marketing data is not optimistic in recent years,how to change the passive to active in marketing,only rely on their own marketing system innovation,enhance and improve the marketing strategy is the China Eastern airlines group company‘s important magic weapon to win in the fierce competition in the future.This study was based on the realistic background,try to study eastern airlines passenger service marketing,focuses on China Eastern airlines passenger service marketing strategy improvement,combined with domestic and international aviation market situation analyzing China Eastern airlines passenger service marketing,based on the traditional 4 p theory framework to explore new means of marketing strategy to further improve China Eastern airlines.In this paper,the specific style include five parts: introduction is the first part,including the background and meaning,research status at home and abroad research purpose and methods,especially pointing the innovation;The text mainly from the following five aspects,the first overview about the related theory of service marketing,provide theoretical basis for the whole paper;Then carries on the analysis about the present situation of China Eastern airlines passenger service marketing,accordingly put forward the main problems of China Eastern airlines passenger service marketing;Next to the China Eastern airlines passenger service marketing internal and external environmental analysis,based on China Eastern airlines passenger service marketing formed the strengths,weaknesses,opportunities and threats of SWOT analysis matrix;marketing for China Eastern airlines passenger services improvement experience for reference;China Eastern airlines passenger service marketing is based on the analysis of the above presented improvement strategy and implementation of security.Conclusion part,on a summary of the whole paper.