摘要：随着我国电子商务技术的发展，大数据和互联网+的营销模式越来越被企业重视。电子商务模式使航空企业转变了其营销规划方案，原有的营销模式已经难以迎合消费者对航空企业商品的多方位的需要。基于这一点，文章以东方航空公司为例进行了电子商务背景下航空公司营销策略的研究。文章运用SWOT分析法对东方航空公司的优势、劣势以及机遇和挑战等做了分析。结果发现，在电子商务背景下，巨大的市场需求以及同行公司对电子商务营销技术利用不足等是东航公司最主要的发展机遇。但是，东方航空公司也面临着一系列的挑战，例如优质服务营销不足和国内经济下行压力大，航空业受影响等。电子商务背景下东方航空的营销优势有:东航航线布局良好，线上客源充足；拥有独立的售票和离港系统；客户关系管理模式先进。同时，东方航空不足之处主要是:面对目标旅客以及竞争对手与自我分析能力的明显不足，对于服务的定位较为混乱,与小公司竞争的优势明显较低。

基于上述分析，文章结合服务营销理论从产品、价格、渠道促销和人员组合等方面给出了相应的建议，对于东航公司市场营销具有重要的意义。

关键词：电子商务；东方航空；营销策略

Research on the marketing strategy of China Eastern Airlines under the background of e-commerce Abstract

With the development of electronic commerce technology in China, and the marketing mode of big data and Internet plus more enterprises to pay attention. The model of electronic commerce has made the airline enterprise change its marketing plan, and the original marketing  model  is  difficult  to  cater  to  the  consumer's multi- faceted needs for the aviation enterprise goods. Based on this point, the article takes China Eatern as an example to study the marketing strategy of airlines under the background of e-commerce. This paper analyzes the advantages, disadvantages, opportunities and challenges of Orient shipping company by means of  SWOT analysis. The results show that, in the context of e-commerce,  the  huge  market demand and the lack of e-commerce marketing technology for the company are  the most important opportunities for China Eastern airlines. However, Eastern Airlines is also facing a series of challenges, such as inadequate quality marketing services and downward pressure on the domestic economy, the airline industry affected. Under the background of e-commerce, the marketing advantages of orient airlines are as follows: the layout of the China Eastern routes is good, the online tourists are abundant; the independent ticketing and departure system is available; and the customer relationship management model is advanced. At the same time, the main shortcomings of the eastern airlines are that the ability of the target passengers, competitors and self analysis is obviously insufficient, and the positioning of services is confusing. The competition advantage of the small companies is obviously lower.

Based on the analysis above, the article combines the service marketing theory, giving some suggestions from the aspects of product, price, channel promotion and personnel combination, and gives some important suggestions for China Eastern’s marketing.

Key words: E-commerce; Eastern Airlines; marketing strategy

目录

电子商务背景下东方航空公司营销策略研究 1

0引言 1

1研究综述 2

2电子商务背景下东方航空营销优势与劣势分析 3

2.1东方航空公司简介 3

2.2东方航空公司优势分析