Analysis Of China Southern Airlines Strategy Under The Impact Of High-speed Railway

With the continuous opening of the domestic high-speed railway and operation of the domestic transport market is undergoing unprecedented change. Local high-speed rail has been caused to the civil aviation transport market with varying degrees of impact, how to deal with this new competition and challenges is every civil aviation transportation enterprises can not avoid the issue.In this paper, high-speed rail and China Southern Airlines as the actual development of enterprises, the use of SWOT analysis, case analysis, mathematical statistics, and interviews were analyzed. By analyzing the contrast can be seen that competition between the advantages and disadvantages of each, in terms of high iron, relatively low operating costs, and faster speed is its greatest strength; and air transport enterprises without geographical restrictions, consistent high-end, comfortable high-speed rail operating environment is unsurpassed. Which summarized the air transport enterprise shall be taken by the impact of high-speed rail strategy:the safety first;, market development, cost control, cooperation and win-win and brand building. Meanwhile, with the echoes of these strategies, recommendations'of the proposed civil aviation transportation enterprises to explore the coping strategies can be implemented, measures, for example, the further away the idea of international development, effective implementation of the strategic transformation; can refer to the principle of further development of international market segmentation and regional transport; use without geographical restrictions and so to expand trade advantage; full integration and optimization of existing manpower, routes and capacity and other resources; cut costs, compression operating costs; to seek cooperation between the industry or industry to achieve a win-win development; continuously enhance the corporate brand, enhance the comprehensive competitiveness force, and so on.In short, through this research, analysis can be concluded:Although the development of high-speed railway to the civil aviation industry has had an impact, but also an opportunity for the aviation industry. Coordination of the domestic transportation market and rapid development of the country must continue to grow and develop. China Southern Airlines should actively by right, to further improve their production and operation, and continuously improve the competitiveness of its comprehensive efforts to explore international development, to create a strong ability to resist risks.