东航新服务策划(英文).ppt

ChinaEasternAirlinesProjectPlanning CONTENTIntroductionSWOTNewServiceImplementationConclusionReferences Introduction BusinessBackground Astate ownedholdingcompanyheadquarteredinShanghai ChinaFormerChinaEasternAirlinesGroup ChinaNorthwestAirlines ChinaYunnanAirlines Oneofthreemajorstate ownedaviationenterpriseinChina Newprojectdescription SpecialbabyareaCompartmentsCouplereservationserviceSpecialWashroom Specificmeasure SWOT 1 Securitycontrol2 Technicallevel3 Hugefunds4 Passengergroup5 Nationalsupport 1 Lowleverageratio2 Poorserviceattitude3 Operationalefficiency4 Highprice STRENGTH WEAKNESS 03 OPPORTUNITY 1 Macroeconomicdevelopment2 Aircraftmanufacturingindustrydevelopment Moreandmoreairlinecompanies1 Improvingthequalityofservice2 Enhancetheneedofcustomergroup THREATEN 3 Consumerpurchasingpowerlevelsincreased4 Aviationindustrydevelopmentscalegrowth 3 ForeignairlinesenterChinamarket4 Othermethodoftransportationdevelopment Promotethenewbusiness tostimulatethecustomerfromothercompaniescomeenjoytheservices Expandthemarketshare Expandthecustomerbaseandattractmorepotentialconsumers SOSTRATEGYSTRENGTH OPPORTUNITY Developmentoftechnologyaboutnewservicesneeded increaseproductcost effective Improveoperationalefficiencyandcontrolnewservices costs andexpandsaleschannels WOSTRATEGYWEAKNESSES OPPORTUNITY 1 Usingstrongfinancialsupporttoimproveservicequality 2 Basedontheperfectroutenetwork improveservicequalitytoagainsttheforeignairlinecompany 3 Increasequalityofservicebycooperatingwithentertainmentcompany increasethenumberoftravelservicecouldchoose STSTRATEGY STRENGTH THREAT WTSTRATEGY WEAKNESSES THREAT 1 Strengthencooperationwithotherairlinestooptimizetheindustrialenvironment 2 Tostrengthencooperationwithentertainmentcompany buildingentertainment trafficsystemtoenhancethecomplementaryadvantages NewServices MeetingRooms AllocationTable Chairs WaterDispenserandsoonSafetySafetyBeltsandFixingDeviceServicesMaximumCapacityforTenIndividuals CoupleSeat Cinema Roseonly Armbetweenchairs Manykindsofmovie CoupleSeat Thanksthemforsupportourservice Wishcoupleshappinessforever CoupleSeat TheAreaForBaby BabiesdonothaveseatParentsholdtheirbabyintheirarmsSpaceisnarrowAcertainareainthefirstrowofseatsinEconomyClassforparentsandbabies TheAreaForBaby ReducetheharmtotherespiratorysystemandtheeardrumofbabiesLargespaceforsomeactivitiesParentsaremorerelaxed Washroom CleanerDonothavetoiletBeprovidedtowashhandorfaceandhasmirrorslettingpassengerstocheckappearance Washroom ProjectImplementation Projectimplementation Strategy Advertising Marketing After saleservice Advertising Leaflet Poster Straightforward widespreadissue Onlineadvertising Viralmarketing canbespreadbysocialmedia Productplacement InmoviesandTVseries Activity Getticketsbylotteryorcompetition Marketing CooperatewithdealersHugecustomersourceAdvantagesrevealsduringcomparison BoundingourproductswithothertourismitemsCheapertoconsumersHigherprofitstous After saleService CreateacomplaintsectioninthewebsiteGivecustomersnecessarysupportTakefeedbackfromcustomersandgivethemfringebenefitsasrewards PriceStrategies BasefareruleofChina Basefare 0 75yuanperkilometer Risingarea thehighestprice 125 ofbasefare 115 to155 ofthenormalfly thefirstclassfareofnormalfly Pricing Basecost Domesticfly 105 to115 thefirstclassfare Internationalfly 110 to140 thefirstclassfare servicefunctiondesignandresourcescoordinating 3 to5 poundage Cost Humanresources extraexpenseandequipment multimediadevice infantproducts collaboratewithprofessionalinstitutions 3 to5 poundage Insuranceforsafety Crisismanagementequipment 4 to5 poundage Cost Discount PromotingthenewflystylearoundChina Encouragemoreconsumption CompanywithdifferentfirmsfromvarietyareasSighshorttermcontactswithbigorganizations Recurringandtrainingprofessionalemployees Earlystage 1 5years Prospects MaintainexistingcustomersandexpandnotlimitedinChinabutthewholeworld Changetheshorttermintolongtimecontracts ReducediscountandcouponsMoreroutesdesign Moreprofessionalandhighqualityhumanresource Quickdevelopstage 5 10years Reviewandcorrectthemistakeandshortages ChangingmorenormalflyroutesintothenewoneExpandtheroutestomorecountries CollaboratewithmajorairplanecompaniessuchasChinaAir Cutoffunnecessarycost Maturitystage 10 20years Conclusion OurnewideasareveryusefulforImprovetheoperationallevel Expandthecustomerbase attractmorepotentialconsumers increaseprofits expandthemarketshare Becomethefirst References Liang J 2010 China srichflyinghighinprivatejets ChinaDaily Retrievedfrom SystemsResearch 22 1 83 98 doi 10 1287 isre 1090 0264Dudovskiy J 2012 620 Productplacementasaneffectivemarketingstrategy RetrievedfromReaserchMethodology http research brand placement Lu L Gou Q Tang W Zhang J 2016 Jointpricingandadvertisingstrategywithreferencepriceeffect InternationalJournalOfProductionResearch 54 17 5250 5270 doi 10 1080 00207543 2016 1165878Lawton T C 1999 TheLimitsofPriceLeadership Needs basedPositioningStrategyandtheLong termCompetitivenessofEurope sLowFareAirlines LongRangePlanning 32 6 573 586 Lowe B Alpert F 2010 Pricingstrategyandtheformationandevolutionofreferencepriceperceptionsinnewproductcategories Psychology Marketing 27 9 846 873 Liang J 2010 China srichflyinghighinprivatejets ChinaDaily