Study On The Marketing Strategy Of China Eastern Airlines Kunming-Laos Route Passenger Transport

In recent years,the air passenger transport market between China and Laos has developed rapidly.Lao Airlines and Chinese domestic airlines have also increased their investment in flight capacity or opened new direct flights between China and Laos.As a result,China Eastern Airlines is facing unprecedented difficulties in the operation of Lao Route.Faced with such a complex and severe competitive environment,China Eastern Airlines Yunnan Company must improve its marketing strategy in order to enhance its market competitiveness.Firstly,this paper gives an overview of the development process and operation of China Eastern Airlines Kunming-Laos Route,in order to lead to the theme of this paper-Study on the marketing strategy of China Eastern Airlines Kunming-Laos Route passenger transport.Secondly,PEST analysis method is used to analyze the macro-environment of Kunming-Laos route,and a comprehensive analysis is made from the micro-environment,and a large number of detailed data are used to analyze and compare the passenger demand of Kunming-Laos route and national-Laos route,pointing out the Kunming-Laos route of Yunnan Eastern Airlines Company.This paper points out the problems existing in the current marketing strategy of the Kunming-Laos route of China Eastern Airlines Yunnan company.On this basis,the Laos airline of China Eastern Airlines Yunnan Company has been subdivided,the target market has been identified,the accurate market positioning has been made,and the marketing strategy of "opening up OD market + developing the sixth freedom right market" has been put forward.Finally,this paper puts forward some suggestions on improving the marketing strategy of Kunming-Laos airline from the aspects of airline products,freight rates,brand differentiation,channels,promotion and relationship marketing.