Study On Service Marketing Strategy Of China Eastern Airlines

In recent years,with the rapid development of the national economy,China’s civil aviation industry also continues to grow.At the same time,domestic airlines due to the route,flight and other aspects of the homogeneity,intensified the competitive environment of the civil aviation industry.The traditional low-price strategy has been difficult to attract passengers,but also makes the airlines into a "volume rise and price fall" cycle,profitability is greatly reduced.In particular,the change of consumers’ consumption ideas and modes has continuously improved the service quality requirements of airlines.Airlines should change their thinking,make efforts in service quality,service content and so on,and pay attention to the play of service marketing.As the "three major aviation groups" in China,China Eastern airlines studied in this paper still has a certain gap with the other two aviation groups.Facing the increasingly fierce competition in the domestic aviation market,China Eastern airlines still has some problems in its service marketing strategy,which affect the satisfaction of its passengers.The company urgently needs to improve the service marketing strategy,through a variety of ways,to improve customer satisfaction.This paper studies the service marketing strategy of China Eastern airlines.First of all,through the questionnaire survey,in the understanding of eastern airlines customer service satisfaction is higher and lower factors,found eastern airlines problems remaining in the service marketing strategy,mainly including single in-flight meals and entertainment,sales promotion and less strength small,service personnel emergency ability is poor,complaints Suggestions processing efficiency is low,the degree of engine room clean and tidy environment is poor.Secondly,use PEST,porter’s five forces model,SWOT analysis and other tools to identify the company’s strengths,weaknesses,opportunities and threats.Advantages include prominent brand advantages,obvious geographical advantages,streamlined and efficient aircraft fleet,developed airline network,strong information security management ability;Disadvantages include low degree of product differentiation,less promotional activities,personnel quality to be improved,weak profitability;Opportunities include strong competitors,strong bargaining power of buyers and greater threat from substitutes.Threats include state policy support,adequate passenger traffic and the development of Internet technology.Then,STP is used to determine the main target market for China Eastern airlines: medium and high-income customers;Business and passenger accounts.In view of the problems existing in the company’s service marketing,combined with the internal and external environment,the service marketing mix strategy is formulated from seven aspects: tangible,product,price,channel,promotion,personnel and process.Finally,in order to ensure the smooth implementation of the service marketing strategy of China Eastern airlines,safeguards are proposed from the four aspects of organization,culture,capital and information,respectively to improve the organizational structure of service quality,establish a customer-oriented corporate culture,establish a special fund for service marketing strategy and improve the application of information technology services.