东方航空公司战略转型中的营销策略研究

发布时间：2018-03-20 02:00

本文选题：东航　切入点：转型　出处：《上海外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：东航——国内三大航空集团之一，经历了中国民航初创、调整、高速发展的整个过程。东航也逐渐从初期的飞行中队成长为拥有庞大机队规模的国际性航空企业。进入2013年，国际经济尚未复苏，但国内航空市场方兴未艾。为突破原有经营模式对企业发展带来的制约，东航选择战略转型，谋求实现由单一承运人向现代航空服务集成商的转变。如何准确定位东航在竞争环境中所处的位置、进而制定出有针对性的营销策略，是东航战略转型成功与否的关键，也是本文研究的主旨。论文首先分析了中国民航业的发展概况、未来的市场空间和发展趋势，，以及作为文章主体——东航的企业背景及现状。同时阐述了在上述背景下所催生出的战略转型，以及转型目标的内涵。论文第三章中，通过引入美国管理学大师迈克尔-波特的五力模型，分析了东航在竞争环境中目前面临的五方面竞争压力。其中包含供应商议价能力——主要体现为航油、机场使用等主要供应商的议价空间；购买者的议价能力——旅客对于航空公司票价的议价能力；潜在进入者进入民航市场的能力；替代品的替代能力——主要分析陆路尤其是高铁动车对东航的冲击；行业内竞争者——包括国航、南航等国内主要竞争对手以及境外航空公司展现的竞争能力。在五力模型分析结果的基础上，论文在第四章开始讨论东航现行营销策略中存在的问题，其中包括产品设计单一、定价靠单纯的价格竞争手段、销售渠道传统落后，对销售代理单位控制弱、品牌推广方面仅依赖同质化严重的常旅客计划来维系与旅客的关系。为此，论文结合营销策略理论中市场细分、合理定价、产品开发、销售渠道、市场推广与公众关系等五个维度，对东航在营销策略中存在的问题提出了具体的改进方案，以推动东航的战略转型。
[Abstract]:China Eastern Airlines, one of the three major aviation groups in China, has experienced the whole process of China Civil Aviation starting up, adjusting and developing at a high speed. China Eastern Airlines has also gradually grown from an initial mid-flight team to an international aviation enterprise with a large fleet of aircraft. In 2013, The international economy has not yet recovered, but the domestic aviation market is in the ascendant. In order to break through the constraints brought by the original business model to the development of enterprises, China Eastern Airlines has chosen strategic transformation. In order to realize the transition from single carrier to modern aviation service integrator, how to accurately locate the position of China Eastern Airlines in the competitive environment and then formulate targeted marketing strategy is the key to the success of China Eastern Airlines' strategic transformation. It is also the gist of this paper. The paper first analyzes the general situation of the development of China's civil aviation industry, the future market space and development trend, as well as the enterprise background and present situation of China Eastern Airlines as the main body of the article. At the same time, it expounds the strategic transformation spawned under the above background. And the connotation of the transformation goal. In the third chapter, by introducing the five-force model of American management master Michael Porter, the paper analyzes the five aspects of competitive pressure facing China Eastern Airlines in the competitive environment, which includes supplier bargaining power, which is mainly embodied in aviation oil. Bargaining space for major suppliers such as airport use; bargaining power for purchasers-the bargaining power of passengers for airline fares; the ability of potential entrants to enter the civil aviation market; Substitution capacity of alternatives-mainly analyzes the impact of overland, especially high-speed trains, on China Eastern Airlines; competitors in the industry-including Air China, China Southern Airlines and other major domestic competitors, as well as the competitiveness shown by foreign airlines. On the basis of the analysis results of the five forces model, the paper begins to discuss the problems existing in the current marketing strategy of China Eastern Airlines in Chapter 4th, including the single product design, the pricing relying on the simple means of price competition, and the backward tradition of sales channels. The control of sales agency is weak, and brand promotion only depends on the homogenous frequent passenger plan to maintain the relationship with the passenger. Therefore, this paper combines the marketing strategy theory of market segmentation, reasonable pricing, product development, sales channels, In order to promote the strategic transformation of China Eastern Airlines, five dimensions of marketing promotion and public relations are put forward to improve the problems existing in the marketing strategy of China Eastern Airlines.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F562.6

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