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systematic management. Through these measures,
the Group will ensure ongoing safety, extend the
safety cycle, and enhance the brand effect and
core competitiveness during the continued safety
operation.
2. Pushing on with in-depth strategic
transformation, changing growth model
practically, and improving the competitiveness
and profitability
Our strategic transformation aims to develop the
Group into an airline company of international
standard operating via efficient network. To this
end, the Group will proceed to improve the hubs
network, the sales and marketing network and
the service assurance network, and make full
use of the synergy effect. The transit service will
be designed scientifically to elevate the transit
assurance standard. As a result, an interactive
framework will be formed across the board to
boost our comprehensive competitiveness and
profitability.
3. Improving the Company’s marketing capacity,
cost control and performance
In 2010, the Group will capitalize on the fast
growth of domestic economy, and seize all
opportunities, such as Shanghai Expo and Asian
Games, to expand the international market and actively develop the cargo airline business. It will
improve the capability of flight control by putting
in more sales effort for two classes of lounges and
establishing a complete framework of sales service.
Measures, such as making reasonable deployment
of flights and traffic capacity, will be adopted to
increase our income. Besides, the Group will try to
lower costs and expenses and boost its operating
results by means of quicker change of cost control
model, strict budget control and cost saving, and
leveraging policy supports.
4. Creating new service system as well as
upgrading and promoting our brand and services
Coping with interferences to regular flight services
by enhancing the abilities of overall coordination
and proper response will be a focus in 2010.
The Group will also strive to enhance the brand
effect and services of all our systems, strengthen
the training and appraisal mechanisms, and improve the transit service. In addition, more innovative services will be launched while service
standards will be raised. The Company will take
full advantage of opportunities, like Shanghai Expo, Asian Games, to promote its brand image.
CHINA SOUTHERN AIRLINES COMPANY LIMITED • ANNUAL REPORT 2009
8 Management Discussion and Analysis
“2009 was the most difficult year for China’s economic development
in the new century. The global financial crisis spread like wildfire
while the economy of the whole world recovered slowly with the
international civil aviation market in continued recession. In early 2009, there existed a number of unfavorable conditions, such as the
　
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本文鏈接地址：China Southern Airlines Company Limited Annual Report 2009(7)