Study On The Brand Communication Of China Southern Airlines Under The Background Of Digital Marketing

In recent years,with the rapid development of China's economy,China's civil aviation industry,as an important industry and advanced mode of transportation,has also grown along with the development of the entire national economy.The upgrade of the national consumption structure and the implementation of the structural reform of the country's supply side have made the civil aviation industry in our country have a tremendous potential for development.However,behind the booming growth of major airlines is a more brutal competition in the market.Especially in the era of digital marketing usher in the moment,airlines gradually by the price,technology,scale and other hard-power competition to reflect the overall strength of the airline brand competition change.As an important part of enhancing brand competitiveness and overall strength,brand communication has gained more and more attention from major airlines.How to leveraging the new opportunities brought by digital marketing to do a good job of brand communication and has a far-reaching strategy for its own development significance.Based on the domestic and international academic research on the current status of digital marketing and aviation brand communication,this paper selects China Southern Airlines as a research sample,and uses case studies and content analysis to research the brand communication of China Southern Airlines under the background of digital marketing.Firstly,it analyzes the status quo of the brand communication of China Southern Airlines under the digital marketing.Then,based on the current situation,it explores the main problems of the brand communication under the digital marketing currently facing China Southern Airlines and explores the reasons behind the problems based on the characteristics of digital marketing.Finally,Digital marketing opportunities for development,to seek ways to solve the problem of brand communication in China Southern Airlines and put forward the corresponding changes in the proposal for the domestic airlines in the context of digital marketing brand decision-making reference.