Research Of Marketing Strategy Designing Of China Eastern Airlines

China Eastern Airlines is one of the three major airlines in domestic, in terms of scale it could be considered as the world's big air suppliers, but always row in the bottom of the three. The East Airlines still have certain disparity with its'competitors in terms of operation scale, sales revenue, profit performance and other various aspects. To study the company's marketing strategy is necessary and has important significance to enhance the company's competitiveness. Writer analyzed the company's market status to find out existing problem via comparative and SWOT analysis, in order to enlarge the market share and sales income, promote the company's sustainable development.Writer describes the background and significance of the article in the first part, as much as purpose and methods, the framework and mentality, equally with the text's contributions. Then explain the researching status of the correlative theory of Marketing especially of service sales,7Ps theory in the theoretical overview. In the third and fourth section, the Eastern Airlines's business environment and situation were analyzed and the existing problems were found, aim to these problems, we set up the goal, location and ideas of the optimizing design. The fifth chapter is the key part of the article, focused on the 7 key factors, product, price, place and promotion, personal, process, physical evidence to analyze China Eastern's strategy and set up optimization. In view of product, to design different products for different target accounts, make difference is important; Price also need to execute difference and not only compete on low price; For place, need to make efforts to expand marketing channel and reduce the dependence on agent; Promotion plan need to improve the passenger's club and enhance the "two class" marketing; Service process need to make and keep on high standardization; Company also need to improve staff's capability via various training; By use tangible demonstration to enhance CI. The last part gives suggestion on how to implement and make conclusion at the ending.This study followed the principles of the concrete analysis, the optimization scheme proposed for enhancement of marketing could play the role which China Eastern needed, and also could be referred by other companies in the same industry.