A Research On The Service Enhancement Strategies Of China Southern Airlines

In the tough global economic environment, the world major air cargo companies is notonly fierce competition with other modes of transportation in the transportation industry, butalso facing affect brought by the closely economic situation. During the operation, how dofreight aviation enterprises maintain the leading role and improve the resilience andprofitability is drawing the attention. In the complex environment, China Southern CargoAirlines has been focused on the service enhancement in the operation. Based on the theory ofvalue chain, the article researches the service enhancement in the operation, can help to have anew understanding of inside and outside value-added activities and industry value chainextending. Content analysis quantizing apparent spread content is an more objective andstructured method. This article uses content analysis and interview based on the theory of thevalue chain to research and analyze. The combinations exert their respective advantages andintegration superiority.The article introduces the relationship between value chain theory and serviceenhancement theory. Based on the analysis of the basic research, it described the ChinaSouthern Cargo Airlines operational status and business profile, as well as the internal andexternal environment China Southern Cargo Airlines facing. Using of interviews method,according the internship experience, the research had the deep interview with the researchers.Choose the news of Civil Aviation Resource Web as research object, using content analysisbuild service enhancement framework and finish the data statistical research. In the end, thearticle concludes the service enhancement strategy structure characteristics and scientificrecommendations strategies for future development.