The Research On Crisis Management Of China Southern Airlines

As the aviation market of China open continuesly, the compition of civil aviation industry is severe increasingly. Airlines are facing large and small crisis brought by a number of internal and external changes of environment, which may impact the company operation greatly, even related to the survival. In front of crisis, Chinese airlines are lack of rapid response capability and also the enterprise culture for dealing with it. Their crisis management are limited to passively respond to emergencies, and pay less attention to the hidden danger existing in business operation. In order to deal various crisis situation effectively, it is necessary for Chinese airlines to increase ciris management to strategic height, to build a modern system for crisis management. So that they could survival and develop better in the fierce market competition.Every crisis itself contains both the root leading to failure and also the breeding seed breeding to success. How to understand, prevent and make rapid response to the crisis, thus achieve "turning crisis into opportunity", which has become a major concern for all enterprises. This paper first describes the concept, characteristics of crisis and crisis management, and the basic principles of enterprise crisis management. It also analysis potential crisis factors in the following three aspects:remained historical factor of industry, industrial external and internal factors. Then, it makes an in-depth study on present situation of crisis management of China Southern Airlines Company Limited, summarizes its existing problems in it and analysis the reason in details. At the end, it provides solutions and countermeasures for these issues.This paper emphasis on practical application, analysis and strategic implementation, which are of certain maneuverability. Through the study on crisis management of China Southern Airlines Company Limited, it hopes the airline may increase crisis response capacity, provides a strong boost for its sound development. And also hope it could provide a framework for crisis management system to other dosmetic airlines, which may build a comprehensive one according to their own actual situation to deal with a various crisis situation effectively. Thus airlines could survival and develop better in the fierce market competition.