The Study Of China Southern Airlines Xinjiang Branch Marketing Strategy

With the recent accelerate social and economic development of Xinjiang,Xinjiang ’s growing demand for air transport. Air transport in benefit people’slivelihood, promote flow, logistics flow velocity for Xinjiang to expand the influenceof the outside world is becoming increasingly apparent. China Southern AirlinesXinjiang Branch rooted in Xinjiang over50years, a maximum of Xinjiang transportaircraft, the most developed route network, the largest airline in passenger traffic,passenger traffic accounted for more than half of Xinjiang ’s market, is the main forceof Xinjiang Construction and development of civil aviation pioneers. However, as themarket continues to open up in Xinjiang, a group of private and low-cost airlines toenter the market in Xinjiang, a flexible marketing policy, differentiated servicescontinue to seize the market, an increasingly competitive aviation market in Xinjiang,China Southern Airlines Xinjiang Branch of the market share showing a decliningtrend. In this context, China Southern Airlines Xinjiang Branch of marketingresearch strategies for China Southern Airlines Xinjiang Branch seize aircraft werekilled in the new situation, to enhance the competitiveness of enterprises, and striveto maintain a market leader in the increasingly fierce market competition in theposition to drive and promote long-term development of civil aviation in Xinjiang hasimportant practical significance.In this paper, based on the theory4PS other marketing through theoreticalanalysis and empirical analysis, comparative analysis, market surveys and othermethods of marketing status Southern Airlines Xinjiang Branch analyzes,identification of target markets, and for China Southern Airlines Xinjiang pointsCompany marketing strategy problems in its marketing mix strategy has beenredesigned so that the adjusted market strategy, organizational measures, humanresource measures, funding financial measures, technical protection measures and countermeasures better adapted to the corporate culture of Southern Xinjiang thecompany ’s future development needs of the environment and the company, making itmore market share, more profits and growth.In this paper, the pursuit of practical application of the theory to the widespreaduse of a variety of materials and tools, and logically follows the problems identified,strategic design, the basic sequence of implementation, the paper has a certainoperability and reference.