A Study On The Brand Strategy Of CAAC

With the deep development of CAAC reform and the strength of the global economy integration, China's aviation market will be further involved in the global aviation system. The homogeneity of aviation services is becoming increasingly evident. The competition between airlines' will shift gradually from the competition of prices, talents and technologies to the competition of brands, which reflects the overall quality of airlines. It is an important instrument of airlines to improve competitive ability in the new position and the demand of customers to implement the brand strategy.China's airlines had not recognized the brand earlier and have just been in the primary stage of their brand strategy at present, so they are urgent to build their own strong aviation brands. With such a background, this thesis makes a research on the brand strategy of CAAC.There are five parts in this thesis:Part One introduces the brand theories which affect aviation brand strategy, discusses the characteristic of aviation product and the significance of implementing the brand strategy.Part Two studies CAAC phylogeny and actuality, points out the opportunities and challenges of CAAC.Part Three studies the point of implementing the brand strategy, expatiates aviation brand form, brand position, brand image-building, brand crisis management, brand maintenance and innovation, brand internationalization and so on.Part Four case study------China Southern Airlines' brand strategy.Part Five advances the suggestions of CAAC implementing brand strategy.