东航新服务策划(英文)

ChinaEasternAirlinesProjectPlanningCONTENTIntroductionSWOTNewServiceImplementationConclusionReferencesIntroductionBusinessBackground•Astate-ownedholdingcompanyheadquarteredinShanghai,China•FormerChinaEasternAirlinesGroup,ChinaNorthwestAirlines,ChinaYunnanAirlines.•Oneofthreemajorstate-ownedaviationenterpriseinChinaNewprojectdescription•PooroperationalefficiencyImprovethecommunication•PoorhardwareImprovingaircraftenvironment•PoorservicequalityServiceupgrade1.Specialbabyarea2.Compartments3.Couplereservationservice4.SpecialWashroomSpecificmeasure:SWOT1.Securitycontrol2.Technicallevel3.Hugefunds4.Passengergroup5.Nationalsupport1.Lowleverageratio2.Poorserviceattitude3.Operationalefficiency4.HighpriceSTRENGTHWEAKNESS031.Macroeconomicdevelopment2.AircraftmanufacturingindustrydevelopmentMoreandmoreairlinecompanies1.Improvingthequalityofservice2.Enhancetheneedofcustomergroup3.Consumerpurchasingpowerlevelsincreased4.Aviationindustrydevelopmentscalegrowth3.ForeignairlinesenterChinamarket4.Othermethodoftransportationdevelopment1.Promotethenewbusiness,tostimulatethecustomerfromothercompaniescomeenjoytheservices.2.Expandthemarketshare.3.Expandthecustomerbaseandattractmorepotentialconsumers1.Developmentoftechnologyaboutnewservicesneeded,increaseproductcost-effective.2.Improveoperationalefficiencyandcontrolnewservices’costs,andexpandsaleschannels.WOSTRATEGYWEAKNESSES+OPPORTUNITY1.Usingstrongfinancialsupporttoimproveservicequality.2.Basedontheperfectroutenetwork,improveservicequalitytoagainsttheforeignairlinecompany.3.Increasequalityofservicebycooperatingwithentertainmentcompany,increasethenumberoftravelservicecouldchooseSTSTRATEGY:STRENGTH+THREATWTSTRATEGY:WEAKNESSES+THREAT1.Strengthencooperationwithotherairlinestooptimizetheindustrialenvironment.2.Tostrengthencooperationwithentertainmentcompany,buildingentertainment-trafficsystemtoenhancethecomplementaryadvantages.NewServicesMeetingRooms•AllocationTable,Chairs,WaterDispenserandsoon•SafetySafetyBeltsandFixingDevice•ServicesMaximumCapacityforTenIndividualsStrength1.BetterServicethanVIP2.HighSecurityofInformation3.SavingTimeWeakness1.HighPrice2.OnlyforBusinessPeople3.OvertimePayForEmployeesOpportunity1.StrictControlonPrivatePlanesinChina2.NewinChinaThreatEasytobeImitatedCoupleSeatCinemaRoseonlyArmbetweenchairsManykindsofmovieCoupleSeatThanksthemforsupportourservice.Wishcoupleshappinessforever.CoupleSeatTheAreaForBaby•Babiesdonothaveseat•Parentsholdtheirbabyintheirarms•Spaceisnarrow•AcertainareainthefirstrowofseatsinEconomyClassforparentsandbabiesTheAreaForBaby•Reducetheharmtotherespiratorysystemandtheeardrumofbabies•Largespaceforsomeactivities•ParentsaremorerelaxedWashroom•Cleaner•Donothavetoilet•BeprovidedtowashhandorfaceandhasmirrorslettingpassengerstocheckappearanceWashroomProjectImplementationProjectimplementationStrategy:●Advertising●Marketing●After-saleserviceAdvertising•Leaflet&Poster(Straightforward&widespreadissue)•Onlineadvertising(“Viralmarketing”,canbespreadbysocialmedia)•Productplacement(InmoviesandTVseries)•Activity(Getticketsbylotteryorcompetition)Marketing●CooperatewithdealersHugecustomersourceAdvantagesrevealsduringcomparison●BoundingourproductswithothertourismitemsCheapertoconsumersHigherprofitstousAfter-saleServiceCreateacomplaintsectioninthewebsiteGivecustomersnecessarysupportTakefeedbackfromcustomersandgivethemfringebenefitsasrewardsPriceStrategies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Amountdiscount:➢Similarcustomerneedlowerpriceformorepassengers➢80%tomorecustomersabout120%.Discount➢PromotingthenewflystylearoundChina➢Encouragemoreconsumption➢CompanywithdifferentfirmsfromvarietyareasSighshorttermcontactswithbigorganizations.➢RecurringandtrainingprofessionalemployeesProspects➢MaintainexistingcustomersandexpandnotlimitedinChinabutthewholeworld.➢Changetheshorttermintolongtimecontracts.➢ReducediscountandcouponsMoreroutesdesign➢Moreprofessionalandhighqualityhumanresource➢Reviewandcorrectthemistakeandshortages➢ChangingmorenormalflyroutesintothenewoneExpandtheroutestomorecountries.➢CollaboratewithmajorairplanecompaniessuchasChinaAir.➢CutoffunnecessarycostConclusionOurnewideasareveryusefulforImprovetheoperationallevel,Expandthecustomerbase,attractmorepotentialconsumers,increaseprofits,expandthemarketshare.Becomethefirst.ReferencesLiang,J.(2010).China'srichflyinghighinprivatejets.ChinaDaily.Retrievedfrom:(2015).China'sPrivateJetMarketGoesQuiet-ForNow.WorldAviationNews.Retrievedfrom: