China Southern Airlines Service-Differentiation Research

The paper has studied under the steady and rapid growth in China's macroeconomic situation, China's aviation policy has gradually become comparatively relaxed, and the civil aviation industry is bound to an unprecedented opportunity for development. The situation will be more intense among domestic airlines. Southern Airline faces opportunities and challenges, so this paper includes how to choose the right strategy to enhance the core difference between competitiveness and how to achieve a range of issues.This paper holds that the traditional micro-economics and described, aviation industry is not a completely monopolistic market structure, but a competition market structure. Rather competition in the market should be a monopoly. For the aviation industry in the new economic conditions can be competitive with a lot of features U.S. air traffic control reform has proven this point, In China, the sky has become increasingly open, and there are some 10 private airlines in operation. Moreover, an increasing number of foreign airlines eager to enter China to seize this as yet not fully developed and has unlimited potential a huge market undoubtedly will be more fierce competition in China's aviation industry. Faced with the current situation and formulate correct and effective development strategy is the most pressing task for each airline.This paper analyzes the strengths and weaknesses , competition environment, market demands of the Southern Airlines. We insist that service-differentiation strategy should be built that should serve to enhance core competitiveness. First, draw on advanced international hub construction philosophy, and actively promote "the Guangzhou-Beijing" double hub, through the network of flights and scientific way, to achieve "any two points, and any time" visitors smoothly, convenient transfer service. Secondly, establish coordination of different services and human resources system, through internal marketing staff. Satisfied with the staff of the work environment full of enthusiasm and vitality and, in order to achieve customer satisfaction passenger services and enhance customer loyalty by improving customer satisfaction. Finally, the company must continue to implement standardization, and strive to serve the expected product personality, Personalized achieve standardization and the perfect unity, and service projects and major projects in continuous innovation.This paper also analyzed the data on customer loyalty for service differentiation, loyalty to the company and to enhance the profitability and value of the continuing impact.