The Marketing Strategies And Tactics Of China Southern Airlines Co. LTD

As the national economy grows continually and greatly, at the meantime, because of the frequent exchanges of the economic and trade at home and abroad, the upgrades of people's consumption structure and the tourism demands have released the Chinese commercial aviation shipping industry is going to grow most greatly in the aviation history. According to the forecast, the GDP of PRC will grow 6% every year in the next 20 years .And the aviation traveling marketing will grow 8% each year. the Chinese aviation market will be the fastest and huge potential one in the world .But following the sky of China opening up to the foreign counties year by year, the overseas large-scale aviation enterprises hastens to ground in China in abundance .The international giant aviation companies threaten the domestic commercial aviation companies a lot .And the low-cost enterprises come up collectively. All of the above there are great impact and influence on the existing space of our own aviation enterprises .And to China Southern Airlines (CSA) which is among the three giant companies there are opportunities and challenges now.According to the formulation steps of the market strategies, the market environment of CSA, including the macroscopic environment, the competitive environment of the aviation and the professions of the competitive environment and soon, this article analyses thoroughly .And explicit the competitive ability of CSA and the opportunities it faced with after analyses each item target of CSA , and the competitors contrast and synthesis analysis in SWOT. This article proposed that CSA should implement the different strategy and tactics combination to coordination the overall goals and strategies of CSA. The analyses of this article has extremely important significance on the display advantages of CSA and win the competitors and do well in the market. Also it has a certain function to other Chinese aviation enterprises on how to analyses the environment inside and outside, and formulate the suitable marking strategies and tactics characteristically.