Research On Passenger Transport Marketingstrategy Of China Eastern Airlines Lanzhou-southeast Asia Route

With the continuous development of China Eastern Airlines in international route operation and the continuous deepening of communication between airlines,China Eastern Airlines’ deficiencies in international route operation capability are constantly emerging.At the same time,with the rapid development of China’s international air passenger transport market,the direct flight advantage of China Eastern Airlines on Lanzhou-Southeast Asian airlines has been impacted and challenged by major airlines at home and abroad,It is particularly important and urgent to formulate effective marketing strategies to deal with the impact and challenges from the market.As a typical Chinese airline,China Eastern Airlines has a lot of practical significance for China Eastern Airlines,air transport industry and even the national level through the indepth analysis of its route operation.This paper adheres to the purpose of solving problems,according to the ideas of raising,analyzing and solving problems.The first and second chapters are the part of raising questions,introducing the background and significance of the research.Through literature research,we determine the theory and tools needed for the research,including 7Ps and other related marketing theories,PEST,Porter’s five forces,STP and SWOT.The related concepts are defined,the key content and scope of this paper are clarified,and the literature research at home and abroad is summarized.The third and fourth chapters are the analysis of the problems.With the help of research tools and methods,this paper makes a comprehensive and systematic analysis on the marketing environment of China Eastern Airlines Lanzhou Southeast Asia route passenger transport market,including the external macro environment analysis(PEST),the external industry competition environment analysis(Porter’s five forces),the internal marketing environment analysis and SWOT analysis.In the analysis of the internal marketing environment of the enterprise,the characteristics and consumption preference of passengers on the route are analyzed by means of sampling questionnaire survey.The current situation and existing problems of products,price,channel,promotion and service are elaborated through investigation and interview.Through STP analysis,the three-level market positioning of professionalism,high quality and efficiency is determined.In the SWOT analysis of marketing situation,combined with the analysis of internal and external marketing environment,four marketing strategy combinations are determined,from which st strategy for professional positioning and efficient positioning and so strategy for high-quality positioning are selected.The fifth chapter is the problem-solving part,based on 7Ps marketing theory,puts forward specific marketing strategies from seven aspects: product,price,channel,promotion,personnel,process and visible display.The sixth chapter is the guarantee of marketing strategy implementation,and puts forward specific safeguard measures from the aspects of organization guarantee,human resource guarantee,reward and punishment system guarantee.This paper is an application-oriented paper,hoping that the solutions proposed in this paper can provide a useful reference for the passenger transport marketing of China Eastern Airlines Lanzhou Southeast Asia route.