PAGE38/NUMPAGES381/NUMPAGES39中国东方航空公司营销战略转型研究摘要近年来，随着中国经济的高速增长，我国国民收入水平的提高，无论是商务交流还是休闲旅游，越来越多的人开始选择航空出行，这也使得民航逐渐步入大众化阶段。尤其是旅游出行带来的收入保持了很高的增速，这种旺盛的需求对民航业的发展给予了重要的支撑，如何应对旺盛的需求并且保持自身的盈利是各航空公司需要进一步摸索的问题。我国的航空公司众多，且同质化严重，因此也就面临着严峻的营销竞争环境。同时，机票代理对利润的蚕食、旅客需求的不断变化，都迫使航空公司做出改变。本文即是在此背景下对中国东方航空公司的营销战略转型进行研究，剖析了东航转型的营销策略论文共包括五章。第一章是前言；第二章是行业背景分析，分析了国际、国内民航发展趋势和当前营销环境；第三章是公司营销战略选择，包含公司战略和营销战略，其中营销战略又分为客户化、信息化和集成化；第四章是营销策略，本章从产品策略、服务策略、顾客忠诚度策略和促销策略几个方面详细分析了东航在营销战略转型过程中的具体措施。关键词：营销战略；产品策略；服务策略；促销策略AStudyontheMarketingstrategytransformationofChinaEasternAirlinesAbstractInrecentyears,withtherapidgrowthofChina'seconomy,improveourlevelofnationalincome,whetherforbusinessorleisuretravel,moreandmorepeoplearechoosingairtravel,whichalsomakesaviationgraduallyintothepopularstage.Especiallytourismtravelbringsincometomaintainahighgrowthrate,thestrongdemandhasgivenimportantsupporttothecivilaviationindustry.howtorespondtostrongdemandandmaintaintheprofitabilityofairlines,itneedsfurtherexploration.Chinahasmanyairlines,andtheyareHomogeneous,therefore,theyarefacingseverecompetitioninthemarketingenvironment.Meanwhile,theticketagentnibblingawaytheprofitsandthechangeofpassengerdemandhaveforcedtheairlinetomakechanges.Thispaperisbasedonthisbackground,itresearchonmarketingstrategytransformationofChinaEasternAirlines,analyzesthemarketingstrategy.Thesisincludesfivechapters.Thefirstchapteristheintroduction;ChapterIIistheindustrybackgroundanalysis,analysisoftheinternationalanddomesticaviationtrendsandthecurrentmarketingenvironment;ChapterIIIisthecompany'smarketingstrategyoptions,includingcorporatestrategyandmarketingstrategy,whichisdividedintoclientmarketingstrategy,informationtechnologyandintegration;ChapterIVisthemarketingstrategy,thischapterincludestheproductstrategy,servicestrategy,customerloyaltystrategiesandpromotionalstrategies,analyzingspecificmeasuresCEAadoptsinitstransitionofmarketingstrategyindetail.Keywords:marketingstrategy；productstrategy；servicestrategy