Research On The Development Strategy Of Eastern Freight Forwarding

China Eastern Airlines Cargo (hereinafter referred to as "CEA Cargo") is the first enterprises in China to provide profesional air logistics services. The strategic study of the CEA Cargo development has not yet begun to carry out. With China’s opening to the outside world continuous improving and China’s increasingly intense market competition within aviation logistics market, CEA Cargo will undergone enormous development, at the same time it will also face huge challenge from an increasing number of domestic and international air cargo logistics companies. Therefore, it is a pressing task to choose, establish&implement scientific strategies for the CEA cargo.Firstly, the article analysis of the status quo and existing problems from China’s aviation logistics industry and the CEA Cargo development. Secondly, basing on the CEA Cargo’s internal&external development environment of qualitative analysis, combining the feature of the air cargo logistics industry, from the perspective of quantitative analysis, it defines the competition situation and market position of the CEA Cargo, which provides an operation platform for the positioning, choice and implement strategy. Finally, based on the SWOT analysis of CEA Cargo strategy, the article brings forward the strategic object of CEA Cargo development, which divides into three parts to be elaborated, the first is in the short-term, the sceond is in the middle-term, and the last is in the long-term. Some feasible implements of the CEA Cargo transfomation strategy are also brought forward.According to the strategic environmental analysis, in the future, this article raise CEA Cargo strategic priority should be to build up development of aviation logistics resource platform. Completely change in business model and the development mode of CEA Cargo, realization for CEA Cargo business transfomation, it has its significance and value, which can provide a theoretical basis and guidance when air cargo companies make strategic decision and operations planning.