To bring our strength into play, To carry out brand strategy
The development strategy of Air China is the fundamental principle that guide the development of the enterprise.
The key for development is to foster the core by building competitive strength.
We will continue to bring the network strength into full play. In China, the consolidation of the hub structures in Beijing, Shanghai, Chengdu, Guangzhou and Shenzhen will complement the international route network with the key markets of Europe, North America, Japan and Korea. The broad and highly effective network strength will help increase our competitive edge both in China and abroad.
We will continue to build up our brand advantage. As the only flag carrier of China and with our long history, Air China has been in the leading position in the Chinese airline industry for the past few years in terms of safety operation and services. We have gained a high brand value. We will keep on strengthening our brand and make constant efforts to be innovative in our service to satisfy customer needs. We will work hard to make the brand of Air China attractive to customers and maintain the customer loyalty.
Cost control is a key to success for any enterprise. Air China has demonstrated good cost control and will continue to promote effective methods to minimize costs and maximize profits.
Air China should appropriately deal with the relationship between scale and economic result. We should compete with our rivals by increasing the efficiency in our resource utilization and by implementing effective management. In addition, we should further maximize profits by establishing a presence in key and high value markets.
Air China should measure itself against competitors on a constant basis and build up its unique strength while creating new advantages and differentiating itself from others. We should put forth a great effort to improving our core competitiveness.
The brand strategy of the company should be emphasized for company success. Brand is the core competitive advantage of Air China and is also a key feature that differentiates Air China from other airlines. Air China’s brand value rests on its safety standard, service level, position as the flag carrier as well as overall strength. A brand of global recognition has tremendous appeal in the marketplace. Air China has been a well-known aviation brand domestically, but it still needs growth to compete with other Chinese brands across industries. When the brand is recognized by customers both in China and abroad, our success will come with a rapid and healthy growth of the company.
Long term efforts need to be made to build our brand, and through the decades, employees have dedicated their efforts to this. However, we are aware that one incident of public concern might endanger the brand image of the company. Therefore, every department and employee of Air China bears the responsibility of building up the brand. We need to do our jobs well to satisfy customer demands to the greatest extent. We should play an active role in communicating and promoting the brand of Air China and to make it an internationally well-known brand.