A STP-based Study On Overseas Marketing Strategy Of Airlines Company

China Southern Airlines Co.Ltd(CSA)established in 1989,operates China’s largest domestic network as well as an extensive international network.Since 2011,CSA kicked off the strategic transformation to build up a mass-network company by connecting major hubs,and opened a number of key international markets.This research is mainly based on Segment-Target-Position theory and referred to Dunning’s Eclectic Theory of International Production.Evaluated the influences of this industry leading pioneer,the author analyzed the problems of CSA faced while the exploration of overseas market,such as the unfamiliarity with local market,product dismatch and lack of characteristics.A company,especially who opens a overseas new market,shall take advantages of this paper’s findings to rich the company’s strategy.This thesis aims to achieve three purposes.First,a clear segment of Oceania aviation market.Secondly,find out the external impetus and internal core competitiveness of CSA during the expansion.Last but not least,determine the target market and market positioning,establish the specific image of the products and put forward the concrete implementation scheme.