Research On Marketing Strategy Of Eastern Airlines In Underdeveloped Areas

International civil aviation is developing rapidly, the competition between companies is more in service concept and alliance than in products, technology, prices, medium etc. Now, the competition in domestic civil aviation companies still stays in price, National Aviation Company is the first one to make a breakthrough in article and service, and during the time of Beijing Olympic Game, promote company’s image, popularize its service and articles, so to be a leading company in this field of the nation. In2009, East Aviation Company made a plan, just in this grim situation, actuating company’s six strategies. But, in the whole world, more study made mainly of the developed countries such as European countries and U.S.A, in fact, the developing speed of booming economy civil aviation has increased, far exceed traditional market. In the studying field of domestic civil aviation, the trend of preferring the east-south developed region market to middle and west part undeveloped region market, also exist, more markets of East Aviation Company branches are in this area, the proportion is the highest among three aviation companies, so the meaning of taking East Aviation Company as studying project is important.This thesis, by analysis business history and present condition of East Aviation Company market, valuing East Aviation Company’s status and developing aim, taking Gansu market as model, deeply approach the present condition, market feature as well as the business measure deference in undeveloped region compared with that in developed area, by means of theory method, such as market meticulous assignment, integration strategy, divergence strategy, market selling principle, combined with IT availed and web developing trend, the thesis raises that East Aviation Company should adopt:according to the exact position, notice competitiveness(include substitute);walk the divergence way, strengthen the base, go on meticulous assignment, carry on deferent selling; according meticulous assignment market, set up product system; carry the integration strategy, promote service; using IT means, arrange web site; make good relationship with government, bring about mutual win; pay attention to branch, achieve lowest cost; make sure the market location, pursue aim travelers resources, enlarge the advertisement scale, enhance brand propaganda, on the prerequisite of aiming, promote company selling and service in Omni bearing and depth.