Research Of Marketing Package Strategy Of China Southern Airlines

With China's increasing economic integration with the world economy, China's air transport industry in rapid growth, is also facing huge uncertainties, making the air transport market have become more and more competitive. On the one hand, following the 2008 financial crisis, the global economy cooled again, the national high-speed railway opened into a large area, RMB appreciation, inflation remains high, the international aviation giants were once again flock to the domestic market, and many other factors have contributed to China Southern Airlines face a huge challenge; on the other hand, many other factors and opportunities appeared for China Southern Airlines., such as global emerging market-driven recovery of the global air transport industry, the large-scale construction of the airport in China is expected to plan, start of the second five-year plan etc.。Faced with such a complex and uncertain environment, in order to make the company to development well, to grasp the characteristics of passengers market and its variation, understanding of the real needs of passengers in-depth so as to re-evaluate and adjust the company's marketing mix strategy has become very important and meaningful work.By grasp and analysis the macro environment,industry environment of China Southern Airlines, combined with the its own resources and capabilities, analysis the demands of passengers by using a large amount of data, at the same time, summarized the experience of the marketing mix strategy lessons before of China Southern Airlines to work out the marketing mix strategy in line with the development needs of it. And discuss product and service mix, price strategy, channel strategy, promotional strategy, respectively in detail, in order to make exactly response to domestic and international aviation market competition, to find practical strategies for development, they are some useful lessons.In a series of marketing mix strategy of the research process, this article integrate and use 4P,4C, services marketing and other related theories, and PEST, SWOT, five forces industry analysis model, STP target management analysis tools, through the survey of in China Southern Airlines, by communicating and discussing with stakeholders, experts, mentors, now research results has formed generally. It is Instructive and useful for China Southern Airlines marketing work in the future of this paper.