| Since China joined WTO and the airline industry recombined its business, the airline business has been faced with a completely new and complicated marketing circumstance. As one of the most biggest three airline enterprise, on the basis of its own capability, the anticipated exterior environmental changes and the rivals' possible strategy, it is vital for CSN(China Southern Airlines) to make full use of its resource. If particular stratagem character and competition advantages come into being, it will undoubtedly do much good to the enterprise. For this reason, the writer concentrates on the CNS's management and sale stratagem.In the thesis the author comprehensively described the CSN's circumstance. As far as the national airlines industry and its structure are concerned, combining the key factors of CSN'S stratagem, the writer analyzed its internal superiority, outside opportunity and threat and weakness with the measure of SWOT. On the ground of market subdivision, especially by analyzing the customer demand character in Guangzhou, we can clearly decide CSN's object market and customer position. In this thesis, we also put forward the CSN's future market stratagem. To support this point, the writer then discussed how to actualize it and carry it on in detail. When discussing the character of airline servers, the author put up the idea about the server strategy combination. When the author analyze the present price strategy of all main airlines in China, he introduce the successful experiences of price of foreign airlines', and then the author arrive at a conclusion about how to make suitable price in CSN after the government loosen the control of price in airlines. Analyzing the difference between China and foreign in airlines industry, the present problems and CSN's the market channel situation, the author agrees that accompanying with the change of outer environment, CSN should establish various sale channel and make plans aimed at usual customers. |
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