Development Strategy For China Southern Airlines Company Limited Heilongjiang Branch

The civil aviation industry has a very wide development foreground inChina. As one of the three civil aviation group enterprises, It has beenemancipating the mind, innovation and rising opportunity and keeping pace withthe Times. No matter in the business or the service safety, it is keeping movingand trying to get remarkable achievements.Heilongjiang branch of China Southern Airlines, as one of the basecompanies, locates in the most north. The location is very remote with asignificant strategic importance. Heilongjiang Branch of China Southern Airlinesintegrated into the overall development smoothly with catching the opportunityof the civil aviation restructuring in2005, and then the company gets rid of thedifficulty, getting into the healthy development track. In recent years, under theeffect of brand image and strategy, although it has gained some achievements, but itstill exists great distance compared with the airlines of developed countries.Besides,"opening skies" is more and more popular in the global aviation market.To keep on extending the market, the "big hub" is becoming more and moreimportant. The strategy directs the company found its own hub and make its’characteristics more bright with core competitive advantage.The paper studies the strategy systematically. In this paper, it introduces thecompany’s basic information, operating environment, and the existing strategic,and then it states the advantages and disadvantages the company faces currently.In the end, the paper elaborates some advices to guarantee the development ofthe enterprise.