| With the globalization of the world economy, China is experiencing unprecedented and profound changes. The air transport industry is not only a high-tech, high-invest and high-risk industry, but also the basic industry of the national economy. According to the rapid development of Chinese economic globalization and information technology, the traditional business model has been broken, instead liberalization, collectivization and alliance have become main characteristics of today's world air transport industry, thus the competition to excel in air transport market is being further intensified. With the policy "deregulation", "open skies" implementing step by step, it became an inevitable challenge that domestic airlines directly compete the foreign large airlines. Against such a background, to study passenger marketing strategy for China Southern Airlines in the new situation, and grasp the opportunity to seize the initiative and strive to stand firm at the gradually fierce market competition as well as to enhance the competitiveness and viability is of great practical significance.Based on China's air transport market status and actual situation of China Southern, also with the combination of world air transport industry's best practices and trends in China Southern, the paper make a in-depth analysis of passenger marketing strengths and weaknesses, opportunities and threats. On this basis, the paper make clear the target markets and market positioning, thus come to the conclusion that China Southern should unswervingly implement the strategy of competitive differentiation, and develop in line with competitive strategy, marketing strategy and passenger transport portfolio strategy.The paper was aimed at China Southern Airlines marketing strategy; however it also has some reference for other domestic airlines which have similar situations. |
