Research On China Eastern Airlines’ Marketing Policies In The Period Of Strategy Transformation

China Eastern Airlines, one of the three largest airlines in china mainland grew to aninternational carrier with huge fleets, from a squadron during the whole developmentprocess of Chinese aviation industry. In the year of2013, international economy has notrecovered completely; meanwhile, Chinese economy keeps on growing and Chineseaviation industry are still on its upward path. In order to get rid of the limitation brought byold operating mode, China Eastern Airlines’ management decided to have a strategytransformation, transfer to Modern Air Service Integrators from simple carrier. The key toachieve the transformation goals should be accurately evaluating the position of ChinaEastern Airlines and drafting the targeted marketing policies. And which is also thepurpose of this thesis.In the first part of thesis, we introduce the current situation, future market space anddevelopment tendency of Chinese aviation industry, as well as the background and statusof China Eastern Airlines. Base on these backgrounds, we could understand more easilywhy China Eastern Airlines needs a strategy transformation and what the goal is.In the second part, we try to analyze the competition pressures that China EasternAirlines faced to through Michael Porter’s Five Forces Model, including suppliersbargaining power, buyer bargaining power, potential new entrants, threat of substituteproduce and the rivalry among competing sellers.Based on the research above, we try to figure out the problems in current marketingpolicies in the third part of the thesis, and give out the feasible suggestion for improvementby means of5dimensions of marketing strategy theory, including partition, price, product,place, and promotion.