Research Of Service Marketing Strategy Of The North Branch Of China Southern Airlines Group

Air transportation industry is an industry with High technology, high cost and high risk. As the gradual opening of the aviation market between China and other countries, domestic airlines have broader market opportunities, and bring in more competition from foreign airlines.As a service-oriented enterprise, airline companies mainly provide transportation services for consumers. Currently, domestic airlines have general problems as less service differentiation, imperfect of Service marketing strategy, lack of core competitiveness, etc., lead to the shortage of advantage in industry competition, and have to take low level means of competition, like the price war. As one branch of the China Southern Airlines Group, which is one of three major airlines of China,The North Branch of China Southern Airlines Group have many competitive advantages, as less aircraft fleet, perfect route network, Safe and reliable. At the same time,they also have some problems,such as the lace of marketing consciousness,the lag of marketing means and the imperfect Management. In order to survive and develop better under the fierce competition of the aviation market and a huge market opportunity, the North Branch must develop and implement efficient and innovative services marketing mix according to actual circumstances and conditions, to enhance the core competitiveness. Air service marketing is suitable for use of7P services marketing mix.Based on the status of the air transport market in China and the North Branch of China Southern Airlines Group, detailed internal and external environment analysis is carried out in this paper with modern marketing theory, and the lack is pointed out. Through passenger market segment and target market, marketing strategy of the North Branch is analyzed from the seven aspects of product, pricing, channels, promotion, personnel, physical display, and service process, and some phenomena and issues are discussed for the North Branch to identify location, response to competition, which can put the company forward to "customer oriented","employee-based","human services", and "operation network", and ultimately achieve huge growth.