Study On Competition Strategy Of Eastern Airlines In Face Of High-speed Rail

From the beginning of the year 2000,China had entered construction period of the high-speed railway, after 10 years of development, by 2013,China’s high-speed railway mileage reached 10463 kilometers, "Four vertical" trunk basic molding.Technical advantage of high-speed railway is very obvious, including the high-speed,the low energy consumption, the small pollution and the large transport capacity etc.it can effectively meet the actual needs of the rapid economic development of modern society, so it has a good momentum of development in the worldwide. As compared with civil aviation, high-speed railway has significant advantages in the short distance travel, especially in the point to point transport with comprehensive competitiveness on the transport market.so it has bought a great challenge to Chinese civil aviation industry including China Eastern Airlines. Therefore, in the background of the current rapid development of High-speed Railway, China Eastern Airlines as an aviation enterprise, how to analyze their own advantages and disadvantages,how to clear positioning, how to formulate effective competition strategies is an important issue for the survival and development of China Eastern Airlines.This article chosen China Eastern Airlines as the object of study,analysis how to make their own development strategies with the rapid development of High-speed Railway. First of all, the authors overviewed the competitivenes of the High-speed Railway and the air transportation, Provide the theoretical basis for this research; second, Analysis operating environment of China Eastern Airlines, Introduces the operation status, fleet status and core competitiveness, Describes the current situation of civil aviation industry and High-speed Railway. Summarizes the advantages,disadvantages, opportunities and threats of China Eastern Airlines.then, Evaluation the transportation competitiveness of High-speed Railway and China Eastern Airlines. From competitive research literature, we established the evaluation of competitiveness model of High-speed Railway and China Eastern Airlines.From the index weight calculated by analytic hierarchy process to make a Evaluation of competitiveness. In order to further clarify the short board of China Eastern Airlines.finally, according to the result of the investigation,we puts forward some countermeasures for China Eastern Airlines, including strengthen cooperation with the aviation industry, strengthen complementary with the aircraft and High-speed Railway, improve service quality and Put forward some guarantee measure from the innovation mode of development and personnel training etc.This study has certain guiding for the China Eastern Airlines.To clear their own advantages and disadvantages, to make clear their own position.According to the High-speed Railway cross industry competition, formulate the corresponding competition strategy and give the certain reference value to other airlines.