China Southern Airlines' Countermeasures For Competing With Low-cost Carriers

In recent years,Low-cost Carriers has expanded rapidly in the civil aviation market,and the threat of competition against traditional airlines has continued to increase.As the largest full-service airline in China,China Southern Airlines' growth rate of several major indicators is lower than the industry average.One of the most important reason is that it is subject to fierce competition from fast-growing Low-cost Carriers.The purpose of this paper is to study what kind of competitive strategies China Southern Airlines should adopt as a full-service airline in the rapid developing civil aviation industry to maintain and even enhance its market position.This paper describes the competition strategy by studying relevant statistical reports,materials and literatures.Through the introduction of the relevant cases,the analysis of the influence of Low-cost Carriers on China Southern Airlines' Southeast Asia market,using the Michael Porter five-force model and the SWOT model to compare and analyze the competition situation and competition strategy of the China Southern Airlines and the Low-cost Carriers,and analyze the Low-cost Carriers.The company's market impact on China Southern Airlines.And put forward suggestions from five aspects for the competition countermeasures to be adopted by China Southern Airlines.The main conclusion of this paper is that China Southern must clarify its strategy rationally,allocate and optimize resources,reduce production and operation costs,strengthen hub networks,improve operational efficiency,and develop e-commerce.On one hand,it should seize the high-end and traditional passenger market,and on the other hand,it should establish and operate Low-cost sub-brands to reach low-end customers.Many changes are needed in various operational aspects of China Southern Airlines in order to maintain and improve its market position in the civil aviation industry.