A Study On Marketing Stratege Optimization In China Southern Airlines'singapore Market

In spite of the slow recovery of the world economy, there is not any change on the general trend of the economic globalization. The overall Chinese economy enjoys a sustained growth. China's industrialization, urbanization, informatization and agricultural modernization, together with the effective implementation of China's revenue multiplication plan, all will boost the rapid development of the Chinese aviation industry. Today, the Asia-Pacific aviation sector is the focus of the world aviation, and the Chinese aviation has turned out to be the center of the Asia-Pacific aviation. The Chinese aviation industry is still in a period of strategic opportunity with a higher growth. Yet in the meantime, with the open-sky policy gradually opened in mainland China, more and more foreign air carriers are speeding up their steps onto the China's second and third-line markets. Both the Chinese and foreign airlines are expediting their mutual in-depth cooperation. Furthermore, those fast-growing low-cost carriers and high-speed rails have brought about tremendous threat and challenges to the current civil aviation industry. At this critical moment, China Southern Airlines initiated a decisive reengineering process – strategy transformation to conform to the times, closely following up with the times-compliant new thoughts to establish its own strategy target of building up an international network-oriented airline. Based upon its strategy-transformed development goal, China Southern is inevitably faced against its world counterparts in the international marketplaces. It will be an important method for the carrier to win the local market by taking its overseas offices as the key front of the whole company's strategy transformation process and going-international to work out a local-market compliant marketing strategy.China Southern Airlines Singapore Office, since its establishment in 1994 as one of the company's earliest overseas station in the Southeast Asian market, has often been left into passive situation in the fierce market competition. Currently, China Southern is faced against some negative elements in the Singapore market such as its high-end market weaker than Singapore Airlines, its low-end market affected by those low-cost carriers and its transit market threatened by its competitive counterparts, all seriously affecting China Southern's competitiveness in the Singapore market. As an overseas station of China Southern Airlines, the management of its Singapore Office has to be faced with those issues such as how to adapt itself to the changes of the current market competing patterns; how to take a share out of the market of the world branded airlines and the low-cost carriers; how to make full use of the company's effective resources in the Singapore market under the guidance of the company's overall marketing strategy, to seek for breakthrough and consolidate its market share, to continuously enhance its operational revenues of its Singapore service.In the manner of problem resolution, this paper, in line with marketing strategy and the strategy making procedure, first gives a brief introduction of this study's background, goal, significance and method of thinking. Chapter II utilizes the tools of PEST and Porter respectively to analyze China Southern Airlines' external marketing environment and the status of the industry competition environment, with focus on the contrastive analysis of China Southern's main competitors' key competitiveness, including the analysis of operation target and strategy, operation capabilities, main targeted markets and positioning, core marketing strategy and effects. This paper outlines the threats and opportunities that China Southern is confronted with in the Singapore market via the analysis of its competing situation with its counterparts both at home and abroad. Chapter III briefly introduces the current situation of China Southern Airlines' internal marketing environment in its Singapore marketplace. By analyzing the current status of China Southern's Singapore marketplace, the paper points out some key issues for China Southern to further optimize those indefinite overall marketing strategies and mixed marketing strategies. In addition, the paper clearly defines China Southern's marketing advantages and disadvantages, market opportunities and threats in the Singapore market.Chapter IV uses the marketing strategy theory, based on China Southern's overall development strategy and its Singapore Office's marketing targets and missions and the related market research results, to subdivide the Singapore market via the STP analyzing tool so as to define the targeted markets and the position of each targeted market. This paper proposes some marketing strategies and positioning that China Southern should make some adjustment in comprehensive consideration of China Southern's internal and external marketing environment, its own advantages and disadvantages, market opportunities and threats in the Singapore market. Chapter V, oriented with marketing strategy and aimed at converting the disadvantages and enhance the core competitiveness, utilizes the 4Ps theory, from five dimensions – product, price, channel, promotion and marketing talent, to put forward an optimization proposal. The last chapter gives a conclusion of this study and outlines a future research direction.This paper, by means of analyzing China Southern Airlines' marketplace changes in Singapore, concludes that it would be wise for China Southern to carry out a diversified competition marketing strategy featured with its all-dimensional products, diversified pricing, plural channels and mixed promoting and marketing strategy, and supplemented with reasonable training projects for marketing talents. It will have great significance for China Southern Airlines to win over its counterparts and be positively faced against the general world aviation trend by giving full rein to its own advantages to compete against this fierce Singapore market. Only with each market fully ready for sound marketing, can a company's overall marketing achieve a comprehensive enhancement and further lay a solid foundation for the company's development strategy. It is a sincere hope that this thesis paper can serve as some piece of specific and feasible reference for air carriers to manage their overseas market, such as how to effectively combine its internal environment with its external one, and its own resources with its actual conditions to set up its own featured marketing strategy.