Research On Brand Construction And Management Of China Eastern Yunnan Airlines

China civil aviation hasbeen developing very rapidly in recent years. New airlines set up and the scale of domestic airlines expanded. Foreign airlines have accelerated the speed of entering domestic civil aviation market. The market competition of domestic civil aviation is becoming more fierce. It has become increasingly obvious that services and products of domestic civil aviation enterprises lack of diversity. Competitiveness development of airlinecompanies decelerates and management needschanging and improving. The brand construction and management become the main content of airlines competitiveness construction.In brand economy times, brand representsthe whole quality and image of an enterprise. When consumers face complicated business, products and services, they choose brand. So the brand construction and management are very important.Brand construction and management, as an important core content of modern enterprise management, meeting the requirement of times development and enhancing the competitive advantage, will promote the further development of our civil aviation enterprises.Therefore, in the face of fierce competition, China Eastern Yunnan Airlines must strengthen brand management and form a high quality brand, with continuous innovation and reformation, in order to improve the management level and enhance the overall competitiveness.This paper, taking China Eastern Yunnan Airlines as a study case, with related brand theory and deep research and analysis, puts forward advicesfor brand construction and management of China Eastern Yunnan Airlines. At first,research background and significance are elaborated. Then the paper introducesrelated theories and analyzesthe internal and external environment of China Eastern Yunnan Airlines, including the present situation of brand construction and management of China Eastern Yunnan Airlines. According to the actual situation and company strategy of China Eastern Yunnan Airlines,suggestions are put forwardon the aspect of brand positioning, brand image, brand combination, brand crisis management, brand innovation, etc. These suggestions may be taken by China Eastern Yunnan Airlines as reference.