Marketing Strategy Research About Australian Market Of China South Airlines

Looking at the global aviation market,more and more airlines are beginning to operate international long-haul air services with a large number of newly launched Australian routes.As a result,the China-Australian air market constitutes a crucial part in the global market.For China Southern Airlines,Cathy Pacific Airways and Singapore Airlines,it has become an urgent issue to be studied on how to fight for market share in the China-Australian aviation market.With the focus on the China-Australian routes operated by China Southern,this paper carries out a set of effective marketing plan based on research and analysis.This paper first introduces the necessity of the development status of the Australian airline,and describes the existing problems,then found that there is a favorable external conditions for the development using PEST,analyzed the competitive situation with SWOT,and formulated corresponding marketing strategy;Secondly,according to the STP theory,this paper conducted market segmentation,target market selection,and market positioning,then came up with the target market should be HKG/BJS/SHA-AU,and use differential positioning;Finally,the paper came up with a complete and effective marketing strategy.