Strategy evaluation of China Southern Airlines

China has become the world's second largest civil aviation country currently. However, as the main body of China's civil aviation industry chain, domestic airlines are still far from the goal of reaching the level of world-class airlines due to the influence of various subjective and objective factors. In China, the big three state-owned airlines (Air China, China Southern Airlines, and China Eastern Airlines) are the leading power, along with several local and private airlines constitute the civil aviation industry in China, accounts for more than 2/3 of the aviation transportation market share of China, their operating performance has a crucial impact to the whole aviation industry. This thesis adopts the case analysis method, using one of the big three airlines – China Southern Airlines as the example, using the analysis of strategic elements to find the core competencies and deficiencies of the company and explore the feasible measure to improve its profit quality.