Research On Service Marketing Strategy In China Southern Airlines North Branch

With steady and rapid economic development and constant aviation marketing opening in China, competition among domestic airlines become more intense. How to survive and develop in such competition? Our airlines have to face this question and find answers. The focus of competition is service, because it is the essential of airlines. Accordingly, service marketing gives the very impetus to maintain airlines’sustainable benefit growth. This paper bases on such situation, researches the applicable strategy of service marketing for development of Northern Branch of China Southern Airlines, through analyzing its current marketing environment.Firstly, this paper begins with marketing theories and introduction of service marketing strategy as theoretical basis for following contents. Secondly, it analyzes current air transportation market in our country and actual state in Northern Branch of China Southern Airlines. Integrating theory with practice, deeply analyzes internal and external environment of Passenger transport sales market, and clarify the Strengths, Weaknesses, Opportunities and Threats the company faces. Thirdly, it presents service marketing strategy for long-term development of Northern Branch of China Southern Airlines, on the basis of its market segmentation and target market selection. According to the feature of service marketing, we can apply relationship marketing to enhance customer satisfaction and customer loyalty. Customer-centric service marketing strategy is a way we need to explore continually, and the impetus to obtain strengths in competition and realize sustainable benefit growth in Northern Branch of China Southern Airlines. Furthermore, it provides references to seek better development in international market competitions.