Research On International Operation Of China Southern Airlines

With the flourish of our country`s economy, the competitive strength of civil aviation industry in China is developing. Our aviation enterprises are not satisfied with only operating in China, they want to enter into international market and take part in the international division. As one of our super three aviation enterprises,China Southern Airlines` internationalization is developing rapidly and becoming one of the most important aviation enterprises all over the world. The company is the object of the study, and the international operation is our key point.Combing the related theories and methods,applying five forces model and comparative analysis,this article analyzes the environment of the company operation,like international &domestic environment,status of industry and strengths and weakness of the company.This article sorts out the stages of development with the internationalization in human resource,international marketing and brand strategy aspects and analyzes the result of internationalization with international ranking,financial condition and airline capacity, Summarizes the problems in the operating, and at last presents several suggestions for the further development for not only this company but also the others in our country. Hoping the suggestions can contribute to the international operation of China Southern Airlines as well as our civil aviation industry.