Research On International Routes Passenger Marketing Strategy For China Southern Airlines Jilin Branch

Civil aviation transportation industry has been favored by the passengers for itssafe, comfortable and fast service which is playing a more and more indispensablerole in various social and cultural exchanges and economic construction work whileimproving people’s quality of life. For the strong growth of national economy,China’s Civil Aviation Transportation Industry (CATI) has developed rapidly sincethe30years of reform and opening up. From1978to2013, CATI industry hasachieved the growth at16.7percent,15.4percent and13.6percent respectively interms of the total transport volumes, passenger traffic, and cargo traffic, which theaverage speed of growth is more than twice as its world civil aviation level.As one of the largest airlines, China Southern Airlines has the greatest amount ofplanes, the most developed route network and the largest volume of passengertransportation, which has been the pioneer of this sunrise industry.Till2013, ChinaSouthern Airlines has delivered more than91million passengers, ranking first inAsia,and third in the world, what’s more, ranking at the first place in domesticaviationmarket for35consecutive years. But at the same time, like the laws of otherindustries, danger is the next neighbor to security. Behind the booming developmentprospects of China’s civil aviation industry, opportunities and challenges arecoexisting. While the competition is heating up, China Southern Airlines is facingenormous competitive pressures, which comes from the covetous concern of otherairlines around the world, domestic high-speed rails’ seriously encroach on the marketshare, the rapid rise of low-cost airlines inside and the profound impact of domesticand foreign political, economic and environmental changes. Especially after theEighteenth National Congress of the Communist Party, the central governmentintroduced a series of policy, the so-called Eight Rules, contain the improvement ofworking style and maintaining close ties with the masses shaking the market of Jilin branch of China Southern Airlines, aiming at the official and business passengers. Forthe reduction of the high-end passengers and the severe competition from inside andoutside, production and operation of Jilin branch will undertake more difficult harshtimes.The author of the thesis makes the study of the macro-environment ofinternational marketing of Jilin branch, China Southern Airlines using PEST theorycovering the fields of politics, economy, society and technology combing thetheoretical knowledge of Strategic Management, Consumer Behavior and Marketing.In general, there will be more opportunities than challenges to the Jilin branch.Further the author analyses the competitive posture of the international passengerservice of Jilin branch with the Five Force Model by Boter and come to the fact theJilin branch is faced with stronger competitors.The thesis deals with problems and strategies occurred in the internationalpassenger service of Jilin branch by the investigation and survey of the internationalmarket in Jilin province and by the analysis of its consumer behavior.By subdividing the international marketing into three parts, including businessmarket, travelling market and urgent needed market (visitors, migrant workers andoverseas students), the author makes the marketing strategy design through fouraspects of product, price, sales channel and sales promotion using the4P marketingmix theory and give advices of safeguard measures through four points includingmanagement decision, talent training, organizing function and resource allocationproviding the decision-makers of the author’s branch some scientific and reliablesuggestions.