Research On The Development Strategy Of Jilin Company Of China Southern Airlines

The development of air transport is an important symbol of national economic development and comprehensive strength. As national forerunner industry, air transport plays a irreplaceable role in modern integrated transport system. Currently the China’s economic development has become regular, requirement of air transport is tremendous and industry development is rapid, China turns into the second largest air country throughout the world only next to America. According to Airbus Company predicts that in the next 10 years, China’s domestic air passenger traffic volume will exceed the U.S. domestic air passenger traffic to become the world’s largest civil Aviation market.And then the first twenty years in 21 st century is the critical strategy opportunity period for China to realize the change from the largest transportation country to powerful nation, also is the strategic development period for the restructuring of Civil Aviation Administration of China, and the crucial period for the China Southern Airlines(CSN in short)to step into the world’s top airlines companies.CSN is the one which transports the maximum airplanes, possesses the most developed airline net and is treated as the company with the largest annual passenger traffic. CSN’s fleet size stays at the first position around the Asia and fifth in the whole world, and it is awarded “ The best airline in China” by many organizations. Jilin branch is one of the fifteen branches of CSN as the on ly base airlines of Jilin province. It relies on CSN’s advantages with Jilin as hinterland, and has obtained outstanding record both in business performance and safety performance during its development process.However, there is still a great gap compared with the advanced international airlines in the aspect of asset size, fleet size, management level and service level.The current time has witnessed quick information technology development, the quick showing of the emerging industries and the diversified customers’ demands and the economy entering the age of globalization. As the market economy gradually deepened, the competitions among different airlines increase day by day. The large international airlines break into China, the airline giant constitutes a great threat to domestic civil aviation enterprises, and low-cost airlines pour into airline market also, which cau ses huge impact and influence to CSN’s exist and development. Under such conditions, it has significant value to do some planning for the construction & development of Jilin branch to make it keep up with the trend and get success in such changing market environment finally, also promote the economic take-off of Jilin province and assist CSN’s development as well. Judging from this point, the thesis makes a systemati c research based on the development strategy of Jilin branch.The thesis treats Jilin branch as the research object, analyzes its strategic background, strategic environment and strategic guarantee, based on which the development strategy and implement tactics is drafted. It can be concluded that in order to improve the Southern Jilin Branch faster and better, thepurposes should be that ‘based in Jilin, the Southern Jilin Branch will become the top air transport company which is the first choice of customers, the favorite of employees and has continuous value creation ability’, the goals should be that ‘the Southern Jilin Branch is strict in management, friendly in ecology and excellent in performance and complete safe production, transport production, team operation and service performance measurements to make it competitive’,the strategies should be ‘optimizing airlines and network, construction and distribution teams, improving service quality and marketing sale ability’ and the guarantees should be ‘applied information technology, safe management, risk control,financing, human resources and enterprise culture’. It is hoped such study could provide useful message for the development & management of Jilin branch, and it will provide new method and thinking for the airline enterprises’ management.