Research On China Southern Airlines' Marketing Tactics In The Period Of Strategic Transformation

With the further advancing of world economic globalization and regional economic integration, and the sustainable and the rapid development of national economy, China's air transport industry will meet the fastest growing period in history and China will become the most potential air market in the world. Simultaneously, along with China's sky opening policy, the present civil aviation enterprises have to face a huge crisis. China Southern Airlines, one of the three biggest air groups, has both opportunities and challenges. At this critical moment, China Southern Airlines has made a strategic transformation decision, and developed a strategic objective to create an international network carriers.Based on the actual situation in the strategic transformation of China Southern Airlines, the thesis combines the morden marketing theory and the operating practice of China Southern Airlines, analyzes its internal and external environment, opportunities and challenges, advantages and disadvantages, as well as its marketing bottlenecks. A target market re-positioning has been made as "focus on the development of international public and business frequent flyer market, increasingly tap the domestic two-class premium market, strongly create domestic and international leisure travel market,", when reinforce the domestic point-to-point routes, as well as further transform into the international development market, take the advantage of China Southern Airlines'strong domestic route network to contact joint global route network, while to make clear that international development needs the strong support of domestic hub, and needs to build a transit business in China Southern Airlines'hub network construction, which from the pastGuangzhou, Beijing dual hub " extended to " Guangzhou, Beijing, Urumqi, Chongqing, " four hubs, enlarge market network and scale effect, to provide customers with more choice. In order to meet China Southern Airlines'international development needs, the thesis does an in-depth research on marketing strategy separately from the six respects of full range of products, differential pricing, diversified distribution channels, the combination of promotion, building international brands, and incentive internal marketing.Adopting the intergrated operation of aviation operations, route layout, maintenance management, marketing; creating international brand image to make brand Internationalization and innovation;strengthening the construction of China Southern's service quality management system to make meticulous and different service; Giving full play the advantages to of China Southern Airlines safety record to keep leading position in aviation industry, leading the strategic transition in use of corporate culture; increasing the construction of modern information, retaining and developing the two class premium customer group and a series of marketing strategy and measures, so as to achieve the aims of enhancing international competitiveness, achieving economies of scale to reduce costs, playing the network advantage to increase network revenue, and improving the overall level of profitability and profit objectives. Marketing strategies suitable to China Southern Airlines and the key practice methods are put forward to in the thesis which is beneficial to improve China Southern Airlines'competence and establish an international air network.