Research On The Marketing Strategy For Jilin Branch Of China Southern Airlines

Civil aviation industry belonging to the field of production services is the strategic industry for national economic and social development.Nowadays,for the scale of China's air transportation ranked first in Asia and second in the word,China has become a world-wide aviation giant,otherwise for her narrow industrial base and short history,the structural imbalance of civil aviation industry is becoming more and more serious.There is still a long way for China to become a real airline power.As one of the three key state-owned airlines,China southern airlines own the most densely domestic route network,the largest number of airplanes and airline passengers.Nowadays is also the critical period of China southern airlines marching towards the international first-class airlines.As one of the 15 branches of China southern airlines,the Jilin branch is the only one base airline within Jilin province,making her contributions to the prosperity and development of the aviation market since founded over 20 years before.But in recent years for more and more domestic and overseas airlines invading Jilin aviation market,the Jilin branch is faced with unprecedented difficulties with declining market shares and chaos of the operation management inside.Only if reform and innovation practiced,could Jilin branch be saved from drowning in the tide of the new round of reform and development in the field of aviation.Firstly,the thesis shows the practical significance of the research by introducing the history of civil aviation industry and sets the research methods on the basis of domestic and overseas achievement in the related area.Secondly,through analyzing the macro-environment and micro-environment of Jilin branch,the thesis exploits the marketing problems in the field of product,price,place and promotion and the strength,weakness,opportunity and threat by using SWOT analysis.Finally,it makes the conclusion that Jilin branch must depend on the STP strategy for her sustainable development by concentrating on the service,product,price,place,promotion and brand building,supported by optimizing her work in the field of organization structure,human resource,financial management and technology application.Based on the classic marketing and management theories the thesis is aimed to find out and solve the marketing problem of Jilin branch by using the oriented analysis,comparative analysis and quantitative analysis.This thesis is expected on one hand to help Jilin branch of China southern airlines to grasp the opportunity and to improve the competitiveness for her sustainable development in the changing business environment and on another hand to provide suggestion and countermeasure for the reform of Northeast state-owned enterprises.