| During the developing course of Chinese carriers, there were some phenomena in the history, such as government function and enterprise affairs merged into one, and the unclear liability and obligation of enterprise. All those led competence to confusion in air transport market. With the market open of Chinese air transport and foreign air transport enterprises stepping into Chinese market, the current status, that is, government function and enterprise affairs merged into one, and the unclear liability and obligation of enterprise, must be resolved. The General Administration of Civil Aviation of China, on 11 October 2002 in Beijing, declared the establishment of three major air holding companies in China, that is, China Air Holding Company, China Eastern Air Holding Company and China Southern Air Holding Company.After reform and reconstruction, China Southern Air Holding Company has a more leading advantage in fleet quantity and air route network. However, in the changing market environment, it is required, before making sure of competence strategy, to analyze the marketing strategy of China Southern Air Holding Company after it is reformed and reconstructed. Therefore, this article analyzes the marketing strategy of China Southern Air Holding Company as follows:1. It analyzes in detail five competence forces in the industry of air transport based on the Porter competence theory. The purpose is to emphasize the importance of cost leadership and differential marketing in the future.2. It is to make sure of the importance for China Southern Air Holding Company to draw up goal statement and mission statement in the new marketing environment.3. Analysis of marketing strategy for China Southern Air Holding Company. Based on the goal statement and mission statement, the organization must set up marketing strategy, and merge the goal and mission into the marketing strategy so as to formulate a whole analysis system of marketing competence.Based on the analysis to marketing strategy, this article analyzes in detail the competence tactics for China Southern Air Holding Company as follows:1. In accordance with the transportation characteristics of industry, this article makes ananalysis of demand hierarchy for air transport market.2. In order to elaborate the market segmentation of China Southern Air Holding Company, this article at first makes use of the market segmentation module to show the characteristics of segmentation, furthermore to elaborate the air transport market segmentation through passenger various demands, geographical condition and economical development, and the frequency of passenger taking the flight.3. This article mainly focuses on the market competence tactics of China Southern Air Holding Company.Analyzed from the context, the point of view in this article is that China Southern Air Holding Company should take an active marketing tactics, try to be the market leader by use of its advantage. Therefore, China Southern Air Holding Company should take the market competence tactics as follows:1. Maintain the market shareAs the market leader, may take an activity in defense tactics as follows: position defense, flank defense, preemptive defense, counteroffensive defense, contraction defense and mobile defense. Based on those tactics above mentioned, this article analyzes and elaborates the competence tactics of China Southern Air Holding Company in accordance with its characteristics and marketing environment.2. Extend market demand and enlarge market share.It is analyzed form how to find new passengers, how to set up a new service channel and how to stimulate the passenger to choose air transport. It is proved by use of some modules and historical data.3. Control cost to achieve return to scale.Cost control and return to scale is also the major content in goal statement and mission statement of China Southern Air Holding Company, and also it is clarified in the analysis of marketing strategy to China Southern Air Holding Compa... |
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