| Since 2007, with China and the United States signed an expanded air services agreement on market access and the realization of cross-strait direct flights between China and Taiwan, the aviation market between China and other countries is gradually opening up,which brings up opportunities as well as intense competition to domestic airlines. Joining in the Sky Team at the end of 2007, China Southern starts its transitional Strategy to be a internationalized airlines, which demands higher standards of service and more optimized air-route networks. With unprecedented pressure brought by 2008 financial crisis, domestic airlines may face a shortage of effective demand and more fierce competition. Maintain and develop air passenger market is of great importance to China Southern, for 90% of its revenues comes from passenger revenue. This papers is to research on services marketing strategies of China Southern for the present.Essentially Speaking, Air passenger demand is demand for services, thus 7P services marketing strategies is fit for airline passenger marketing. This papers first introduces the theory of services marketing, and analysis the application of services marketing in field of airlines passenger. Then this papers analysis how to grasp opportunity and respond to the threat by adoption of SWOT analysis and market segmentation. At the last of this Papers, it provides the services marketing strategy and some helpful suggestion of 7Ps,which is of great importance to China Southern. |
