Research On The Development Strategy Of Zhuhai Company Of China Southern Airlines

Civil aviation transportation industry is the basic industry of national economy, at present in our country is in the rising phase of the industry, has a very broad prospects for development. China Southern Airlines as the first in Asia, the world’s third largest airline, over the years in support of national policy, the rapid development of enterprises, whether in safety, management or service areas, always in the leading position in Asia, gained the success that attract worldwide attention.Zhuhai airlines as the size of18molecules, southern minimum, medium and small aviation enterprise development started late, the special geographical location, although in recent years, with the influence of southern business strategy and brand, have made certain achievements in development, but compared with the advanced international airlines, in many respects, still there is a big gap.At present, in the environment of global aviation market "open skies" represent the general trend of the next, how to do "selves", and constantly develop and extend the aviation market, is the aviation enterprises pursuing in the development of the proposition. Therefore, how to make China Southern Zhuhai in the development of the company to establish a business is in line with its own characteristics, development strategy and core competitiveness, it is very practical significance. The research on the development strategy of the China Southern Airlines Zhuhai company, use the strategy management theory and methods, the strategic background of China Southern Airlines Zhuhai branch, strategic environment, strategic target, strategic implementation and measures are analyzed; using the "Potter five" model,"PEST","SWOT" analysis method method described in detail China Southern Airlines Zhuhai branch current and future development in the face of macroscopic and microcosmic, whole and industry, the internal and external of the favorable conditions and unfavorable factors, and lays the foundation of company strategy goal setting and strategic implementation.The author hopes that through the study of the enterprise strategy, and provide the reference for the development of China Southern Airlines Zhuhai company, promote enterprise reform and innovation, to narrow the gap, into the fast lane of development, but also for the region "airport" do what little one can to help, for the economic development of Zhuhai and the southern development assistance.