| China Eastern Airline is a traditional Chinese airline company,and typical “state-owned”marketing management has been widely applied even after the re-organization of the Company.Now the company has entered into post 21 C advent of meager profit as the whole global civil aviation industry does.The company is facing multi-level challenge brought by market change,detailed service management and highly competitive environment.Founded on the 4P market management theory,starting from successful value-added marketing case,then through analysis of the cost-profit structure,this Paper illustrates the current marketing status,conflicts and problems of China Eastern Airline,provides vision,plan and main value-added marketing strategies for the Company from a view of 4P theory.With different research methods such as big data,case study,comparative study and SWOT applied,this Paper finds out that extending service to both ends of the aviation industry,digging out more values other than the ticket itself are key moves for the Company to transform towards“Modern Aviation Service Integrator”. |
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