"Life first": China Southern consistently puts people and their lives first and upholds the industry abiding mission of "civil aviation for the people". With the strongest sense of responsibility towards the people, the company endeavors to maintain the safety of its production and passengers lives and properties, so as to ensure the absolute safety of the aviation sector and peoples lives.
"Safety first": China Southern always keeps in mind that safety is the eternal theme of the civil aviation industry, and treats safety as the highest priority. It balances between safety and development, safety and service, safety and reliability, as well as safety and efficiency, and stays alert to safety risks and remains cautious at all times. It endeavors to ensure that safety comes first in reform, development, management, and investment.
"Compliance with rules and devotion to obligations": China Southern implements a safety production responsibility system in which all the staff manage, operate and handle according to laws, regulations and rules with emphases on sustainable development, policy implementation, and risk prevention. With a strong sense of responsibility, the staff strive to ensure that they have the right mindset, and finish responsibility fulfillment, regulation enforcement, capacity building, risk prevention and control, and organizational management properly.
"Commitment to rigor and integrity": China Southern adheres to strict regulation, prudent and standard working process, realistic and pragmatic attitude, and scientific and down-to-earth approaches. It advocates integrity and voluntary report, and has zero tolerance for potential safety hazards. The company emphasizes a realistic perspective in terms of safety management, takes solving problems as the foothold and starting point for work, and staunchly rejects erroneous ideas such as "smoothing things over" and "covering up problems".
Service quality is a critical pillar for brand image and market competitiveness. China Southern upholds an amiable attitude and pursues precision management. It is committed to providing humanized, digitalized, refined, personalized, and convenient services to meet peoples needs for air travel, and to offer customers full-process, consistent, and high-quality travel experiences.
"Humanized" is the value orientation. China Southern implements a people-centered development strategy, and the principles of “civil aviation for the people” and “delivering sincere services”. "Digitalized" is the driving force. China Southern is determined to achieve digitalization in the service field. "Refined" is the approach. China Southern aims to provide exquisite, meticulous and well-tailored services while keeps enhancing the quality and taste. "Personalized" is the fundamental feature. China Southern takes efforts to accurately define its customer profile, refine its product offerings through segmentation, and develop competitive products to meet the diverse needs of customers. "Convenient" refers to customer experience. China Southern is dedicated to providing its customers with more convenient and efficient travel experiences by continuously improving the efficiency of its operation and service.
Customers serve as a crucial foundation for an enterprises survival and development. Focusing on customer needs, China Southern continously expands its hub layout and route network, and builds an ecosystem. Besides, the company pays attention to customer management and management system optimization. It endeavors to provide value-added products and services that are highly expected by customers, so as to make it a value-for-money choice for them and to comprehensively enhance the enterprises value creativity and market-oriented operation level.
