Research On Marketing Stragety Of The International Transit Routes In Heilongjiang Operated By China Southern Airlines

China's civil aviation industry has undergone unprecedented development since the end of the 20 th century.It takes the large state-owned airlines only 20 years to build internationalized networks of route from the "Separation of Government and Enterprises".Privately-operated trunk airlines are also fighting for the domestic markets of second and third-tier cities and international markets fiercely.The competition between airlines in international market has also spreaded from direct routes towards neighboring countries to long-range transit routes.With the competition growing increasingly,the significance of maintaining the development of international transit route marketing for a large state-owned airline who owns an operating base in a certain city has been attached with each passing day.This paper chooses the Heilongjiang Branch,basing at Harbin,of China Southern Airlines as the main research object,combining with the development of the relevant fields at home and abroad,the basis of theory and practice and the development of related business of China Southern Airlines,through the macro environment,industry environment,internal environment as well as the advantages and disadvantages of China Southern Airlines Heilongjiang Branch in carrying out this business and other aspects to analysis scientificially,leading to the scheme covering four directions of flight products,fare policy,channel management and precision marketing to improve marketing strategies and enhance the company's competitiveness in the relevant areas,aiming at helping China Southern Airlines to develop international transit route marketing more efficiently and effectively in Heilongjiang province.Based on the comprehensive analysis of the relevant situation,this paper draws on four aspects of conclusion covering demand creation,customer conversion,the status of traditional agents in related business and the importance of training.Simultaneously,it proves again that the objective disadvantage and obstacles faced by China Southern Airlines in the development process of international transit route marketing among the area of Heilongjiang can be overcome or offset through a series of subjective actions.For the development ofthis issue in the future,comprehensive evaluation is optimistic.