Research On Services Marketing Strategy Of Passenger Traffic In China Southern Airlines

This paper in line with the theoretical analysis and the working principle of the combination of practice, the use of service marketing theory, based on the current situation and air transport market to the actual situation of China southern airlines, combined with the world’s advanced air transportation industry experience and development trend, in the thorough analysis passenger market of China southern marketing advantages and disadvantages, opportunities and threats, and at the same time, China has further defined target market and market positioning, and then work out the accord with China southern airlines needed for the development of marketing strategy and tactics to the passenger market combination, south to correct for the competition at home and abroad in the competition and development, provide some useful reference for. In the environment of analysis, the paper analyses the macro economic environment, the airline industry environment, this paper analyzes the domestic civil aviation in China Southern’s competitive position. In the fierce market competition of China southern airlines how to give full play to their own advantages, and through the rich network course structure, features, targeted for difference product, airline hub network will closely around the central radiation and peer-to-peer direct to the combination of flight route network structure to build, in all major markets trunk flights between the support and actively promote the formation of the regional transit operation mode. And from7PS marketing strategy system expounds the current service marketing strategy combinations China southern, analyzes the China southern airlines of the main marketing strategy, to study how through the marketing strategy of effective sales work on substance, and around the service strategy system targeted on the implementation and control.Finally, the series of science, complete and strict organization methods, marketing management process real-time supervision, surveillance and fixed. Through the determination control project, formulate control standard, check performance results and deviation analysis, timely adjustments in the service marketing strategy and way, thus further that marketing strategy can work smoothly. Expounds the southern airline will from the year (season) degree program control, economic control, service quality and organizational efficiency control of the implementation and control.