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slowdown of China’s economic growth, weak consumption demand,
increasing market competition, outbreak of Influenza A and other
unexpected events, which put the domestic aviation market in an
awkward situation. However, in the second half year of 2009, with
the implementation of the proactive fiscal policy and moderately easing monetary policy as well as the rebound of national economy,
the domestic civil aviation market gradually revived from the worst
position.”
Tan Wan Geng
President
During the reporting period, the weak demand for
international aviation service remained. Though the domestic market recovered rapidly, the growth of demand was generally slower than that of traffic capacity that
led to keen market competition. Coupled with impacts
of unexpected problems, it was hard to increase our
earnings. Given the adversity, besides its adjustments to
the structures of traffic capacity and routes and flights,
the Group strived to optimize the route network, develop
the domestic and overseas markets, strictly control costs
and pursue extensive external cooperation. Such measures
enabled the fast growth of all operational performance
indices on an ongoing basis.
The Company put forth the service concept of “care
about customers’ feeling and emphasis on every service
opportunity” and staged the important “Year of Branded
Services Improvement Campaign” during the reporting period. It proactively explored the control model of service
system, and strengthened the standardization of services.
Also, the Company continued to optimize the whole
process and each step of services so as to serve customers
seamlessly and enhance our functions and efficiency.
The relation between service and safety, operation and
marketing was coordinated well with improvement in
CHINA SOUTHERN AIRLINES COMPANY LIMITED • ANNUAL REPORT 2009 Management Discussion and Analysis 9
coping with the severe flight delay. By using the advanced
information technology, the Company tried hard to build
“four service brands” (in-flight services, ground services,
high-end services and transit services) and achieved “five
improvements” (improvements in service goal, service consciousness, service standard, service management
as well as service and product design). As such, the
Company’s brand value and market influence were then
enhanced.
During the reporting period, the Company deepened
its strategic transformation and further determined the direction and implementation measures of the
transformation. The planning of transformation was
further realized after the commencement of the actual
works like “transit in Australia”.
CHINA SOUTHERN AIRLINES COMPANY LIMITED • ANNUAL REPORT 2009
中国航空网 www.aero.cn
航空翻译 www.aviation.cn
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China Southern Airlines Company Limited Annual Report 2009(8)
