東航新服務(wù)策劃(英文)

1、China Eastern AirlinesProject Planning CONTENTIntroductionSWOTNew ServiceImplementationConclusionReferencesIntroductionBusiness BackgroundA state-owned holding company headquartered in Shanghai, ChinaFormer China Eastern Airlines Group, China Northwest Airlines , China Yunnan Airlines.One of three m

2、ajor state-owned aviation enterprise in ChinaNew project descriptionPoor operational efficiency Improve the communicationPoor hardware Improving aircraft environmentPoor service quality Service upgradeSpecial baby areaCompartmentsCouple reservation serviceSpecial WashroomSpecific measure:SWOT1. Secu

3、rity control2. Technical level3. Huge funds4. Passenger group 5. National support1. Low leverage ratio2. Poor service attitude3. Operational efficiency4. High priceSTRENGTHWEAKNESS03OPPORTUNITY1. Macro economic development2. Aircraft manufacturing industry developmentMore and more airline companies

4、1. Improving the quality of service2. Enhance the need of customer groupTHREATEN3. Consumer purchasing power levels increased4. Aviation industry development scale growth3. Foreign airlines enter China market4. Other method of transportation developmentPromote the new business, to stimulate the cust

5、omer from other companies come enjoy the services. Expand the market share.Expand the customer base and attract more potential consumersSO STRATEGYSTRENGTH + OPPORTUNITYDevelopment of technology about new services needed, increase product cost-effective.Improve operational efficiency and control new

6、 services costs, and expand sales channels. WO STRATEGYWEAKNESSES+ OPPORTUNITY1. Using strong financial support to improve service quality.2. Based on the perfect route network, improve service quality to against the foreign airline company.3. Increase quality of service by cooperating with entertai

7、nment company, increase the number of travel service could chooseST STRATEGY: STRENGTH + THREATWT STRATEGY: WEAKNESSES+ THREAT1. Strengthen cooperation with other airlines to optimize the industrial environment.2. To strengthen cooperation with entertainment company, building entertainment-traffic s

8、ystem to enhance the complementary advantages.New ServicesMeeting RoomsAllocationTable, Chairs, Water Dispenser and so onSafetySafety Belts and Fixing DeviceServicesMaximum Capacity for Ten IndividualsStrengthBetter Service than VIPHigh Security of InformationSaving TimeWeaknessHigh PriceOnly for Bu

9、siness PeopleOvertime Pay For EmployeesOpportunityStrict Control on Private Planes in ChinaNew in ChinaThreatEasy to be ImitatedCouple SeatCinemaRoseonlyArm between chairs Many kinds of movieCouple SeatThanks them for support our service.Wish couples happiness forever.Couple SeatThe Area For BabyBab

10、ies do not have seatParents hold their baby in their armsSpace is narrowA certain area in the first row of seats in Economy Class for parents and babiesThe Area For BabyReduce the harm to the respiratory system and the eardrum of babiesLarge space for some activitiesParents are more relaxedWashroomC

11、leanerDo not have toiletBe provided to wash hand or face and has mirrors letting passengers to check appearanceWashroomProject ImplementationProject implementationStrategy:Advertising Marketing After-sale serviceAdvertisingLeaflet & Poster (Straightforward & widespread issue)Online advertising (“Vir

12、al marketing , can be spread by social media)Product placement (In movies and TV series)Activity ( Get tickets by lottery or competition)Marketing Cooperate with dealers Huge customer source Advantages reveals during comparison Bounding our products with other tourism items Cheaper to consumers High

13、er profits to usAfter-sale ServiceCreate a complaint section in the websiteGive customers necessary support Take feedback from customers and give them fringe benefits as rewardsPrice StrategiesBase fare rule of China: Base fare - 0.75 yuan per kilometer. Rising area - the highest price = 125% of bas

14、e fare.115% to 155% of the normal fly = the first class fare of normal fly.Pricing Base cost : Domestic fly: 105% to 115% the first class fare. International fly: 110% to 140% =the first class fare. service function design and resources coordinating. 3% to 5% poundage.CostHuman resources, extra expe

15、nse and equipment: multimedia device; infant products; collaborate with professional institutions 3% to 5% poundage.Insurance for safety : Crisis management equipment. 4% to 5% poundage.CostTime discount Specific seasons or months: education 70% to 90% Coupon: Free experience chance. Companies or or

16、ganizations cooperating with. Amount discount: Similar customer need lower price for more passengers 80% to more customers about 120%.Discount Promoting the new fly style around China Encourage more consumption Company with different firms from variety areas Sigh short term contacts with big organiz

17、ations. Recurring and training professional employeesEarly stage (1-5 years)Prospects Maintain existing customers and expand not limited in China but the whole world. Change the short term into long time contracts. Reduce discount and couponsMore routes design More professional and high quality huma

18、n resourceQuick develop stage (5-10 years) Review and correct the mistake and shortages Changing more normal fly routes into the new oneExpand the routes to more countries. Collaborate with major airplane companies such as China Air. Cut off unnecessary cost Maturity stage (10-20 years)ConclusionOur

19、 new ideas are very useful for Improve the operational level,Expand the customer base, attract more potential consumers, increase profits, expand the market share.Become the first.References Liang, J. (2021). Chinas rich flying high in private jets. China Daily. Retrieved from: en.people/90001/90776

20、/90882/7075816.htmlObrazcova, T. (2021). Chinas Private Jet Market Goes Quiet - For Now. World Aviation News. Retrieved from: https50skyshades/news/business-aviation/abace-chinas-private-jet-market-goes-quiet-for-nowChellappa, R. K., Sin, R. G., & Siddarth, S. (2021). Price Formats as a Source of Pr

21、ice Dispersion: A Study of Online and Offline Prices in the Domestic U.S. Airline Markets. Information Systems Research, 22(1), 83-98. doi:10.1287/isre.1090.0264Dudovskiy, J. (2021, 6 20). Product placement as an effective marketing strategy. Retrieved from Reaserch Methodology: /product-placement-a

22、nd-brand-placement/Lu, L., Gou, Q., Tang, W., & Zhang, J. (2021). Joint pricing and advertising strategy with reference price effect. International Journal Of Production Research, 54(17), 5250-5270. doi:10.1080/00207543.2021.1165878Lawton, T. C. (1999). The Limits of Price Leadership: Needs-based Positioning Strategy and the Long-term Competitiveness of Europes Low Fare Airlines. Long Range Planning, 32(6), 573-586.Lowe, B., & Alpert, F. (2021). Pricing strategy and the formation and evolution of reference price perceptions in ne