中国南方航空股份有限公司是国内运输飞机最多、航线网络最密集、年客运量最大的航空公司。目前，南航经营包括波音777、747、757、737，空客A330、321、320、319、300在内的客货运输飞机350多架，形成了以广州、北京为中心枢纽，密集覆盖国内，全面辐射亚洲，与天合联盟成员密切合作，航线网络通达全球841个目的地，连接162个国家和地区，到达全球各主要城市。 2007年，南航旅客运输量近5700万人次，连续29年居国内各航空公司之首,是国内唯一一家进入世界航空客运前十强的航空公司，全球排名第9位。2007排名跃居世界第四、亚洲第一，成为名副其实的“亚洲航空王”。
南航明珠俱乐部作为国内最大最早的常旅客俱乐部，拥有500万会员,其中金卡会员超过20万。凭借南方航空广阔的航线网络，完善的服务平台和多行业的合作伙伴，成为公商务旅客首选品牌。南航明珠俱乐部已开拓包括航空联盟、酒店、银行、电信、租车等合作伙伴，不断拓展对会员服务的领域，多样化的累计渠道使免费飞行变得更快，更轻松。
China Southern Airlines is the largest transport aircraft, the most densely route network, the largest airline passenger traffic. Currently, operators, including China Southern Airlines Boeing 777,747,757,737, the Airbus A330, 321,320,319,300, passenger and cargo transport aircraft more than 350 planes, formed to Guangzhou, Beijing as the central hub, intensive coverage Domestic and comprehensive radiation Asia, and SkyTeam members of close cooperation, route network to reach 841 destinations worldwide, connecting 162 countries and regions, global reach major cities. 2007, China Southern Airlines passenger transport volume of nearly 57 million passenger trips, Habitat for 29 domestic airlines in the first, is the only one in the world top 10 before the air passenger airline, the world No. 9. 2007 ranked the fourth largest in the world, the first in Asia and become a veritable "Asian aviation Wang."
China Southern Airlines Pearl Club as the biggest club the first regular visitors, with 5 million members, of which more than 200,000 gold card members. With the vast China Southern Airlines route network, improve the service platform and multi-sector partners, to become the preferred brand of business visitors. China Southern Airlines Pearl Club has been developing, including airline alliance, hotels, banking, telecommunications, car rental, and other partners, continuously expand fields of membership services, diversification of channels so that the cumulative free flight has become faster and more easily.
◎南方航空新富乘客在各城市所占比例均较高，均在30%以上
China Southern’s passengers form a large proportion in all cities in China, all more than 30 percent.
◎其中在广州的新富人群乘坐过南方航空公司航班的最多，大部分居住在广州的新富人群均乘坐过南方航空公司航班
Among all passengers the new money in Guangzhou fly China Southern most, and a majority of the new money living in Guangzhou have taken China Southern flights.
◎此外，在沈阳、北京、深圳、上海、杭州、武汉、重庆乘坐过南方航空公司航班的乘客比例也较高，在50%以上，而一线城市更是高达70%以上
Besides, more than 50% of passengers in Shenyang, Beijing, Shenzhen, Shanghai, Hangzhou, Wuhan and Chongqing have flown China Southern, and even as high as over 70 % in key cities.
◎H3数据显示，中国新富群体乘坐过南方航空公司航班的比例最高，达56.7%，远高于其他航空公司
H3 Statistics shows that Chinese new money have flown China Southern most (56.7 %), far higher than other airlines.
数据来源：
新生代市场监测机构CMMS2006 / 新生代“三高”调查
Statistics Issued by:SINOMONITOR INTERNATIONAL
参考数据：
南航明珠俱乐部数据库 /《云中往来》杂志读者调查
Statistics for Reference: China Southern Sky Pearl Club Database/ <ICON> Readers Survey
在路上的决策者的精神读本 A chrestomathy for the decision makers on the way
在同一高度感受世界伟大人物的生活方式Experiencing the lifestyle of the world’s greatest people at the same height
◎ 读者除工作时间之外，收集资讯的场所比较多样化，相对集中在商务旅行的飞机上、在办公室休息时和在家里临睡前，以及等候的时候
The venues for readers to acquire information vary, relatively focused on the flights of their business travel, during a rest at the office, before sleep at home and while waiting
◎ 大多为深度阅读。尤其是对于感兴趣的内容
Mostly in-depth reading, especially what they are interested
◎《云中往来•ICON》同时采取了航机配发和精准直邮策略，再配合地面高端展示，基本上覆盖了目标读者所有主动收集资讯的时间和渠道
<ICON> basically covers all the information-collecting time and channels of target readers through in-flight dispatching and precise delivery as well as ground display.
乘坐飞机时，我通常感觉放松或无所事事，而只能看机上的杂志
平时工作很忙，乘坐飞机时我通常利用这段时间闭目养神、休息
乘坐飞机时， 我通常会拿出自己随身携带的书籍和杂志来阅读
我平时没有时间看杂志，在飞机上我可以放松地看杂志
乘坐飞机时我通常是在放松的状态下主动地寻找信息
乘坐飞机时我的心情很放松
机上的环境让我感觉很舒适
机上环境让我感觉很安静
乘坐飞机时我感到紧张刺激
I often feel relaxed or have nothing to do but read the in-flight magazines during a flight
I usually close my eyes to have a rest on the flight because I am very busy ordinarily
I usually take out my books and magazines to read during a flight
I have no time to read magazines ordinarily, but I can have a relaxing reading on the flight
I usually take the initiative to search for information at a relaxed state
I feel relaxed on the flight
In-flight environment makes me feel comfortable
In-flight environment makes me feel quiet
I feel nervous and excited on the flight
◎ 90%以上的读者会阅读飞机上的杂志
More than 90% readers read in-flight magazines
◎ 大多数新富人群在乘坐飞机时心态会比较放松、舒适，更有利于接收外界信息刺激，45.9%的读者会主动寻找信息，因此杂志上刊登的广告效果会比较好
The majority of the new money feel relaxed and comfortable on the flight, which helps in accepting external information stimulus; 45.9% readers search for information initiatively, so advertising on magazines is effective.
数据来源：
新生代市场监测机构CMMS2006／新生代“三高”调查
Statistics Issued by:SINOMONITOR INTERNATIONAL
参考数据：
南航明珠俱乐部数据库 /《云中往来》杂志读者调查
Statistics for Reference:China Southern Sky Pearl Club Database/ <ICON> Readers Survey
◎本刊大部分读者学历均为大学或大学以上，占91.9%，知识文化层次相对较高
91.9% of ICON readers have a bachelor’s degree or above, with a relatively high level of education
◎本刊读者年龄段主要集中在30-44岁间，占86.6%；读者群是人生鼎盛时期，社会影响力和个人消费能力均较强
86.6% of ICON readers are aged between 30 and 44; they have a greater social influence and a stronger individual consuming power
◎本刊读者工作单位以企业为主，尤以国有企业和外商独资企业为最多，分别占36.5%和31.1%,政府机构比例也较高
ICON readers mainly work for companies, especially state-owned or foreign-invested enterprises, constituting 36.5% and 31.1% respectively .Also a large proportion of the government organizations
◎本刊读者所从事的行业相对集中于商业、制造业和 IT行业，合计占60.8%，任职于国家机关/党政机关/社会团体的比例也较高
ICON readers mainly work in the fields of trading, manufacturing and IT industries, altogether constituting 60.8%; also a larger proportion in state organ, party and government organizations, and public organizations.
◎本刊读者个人月收入较高，8000元以上的占81.2%，平均月收入为17522元
ICON readers have a higher monthly pay, 81.2% earn over RMB 8,000 yuan
Average monthly pay is RMB 17,522 yuan
◎本刊读者家庭月收入相对较高，月收入10000元以上的占75.67%
ICON readers’ family monthly pay is relatively higher, 75.67% have a monthly pay of over RMB10,000 yuan
◎其中家庭月收入20000元以上的最多，占27.03%，家庭月收入10000-12999元的比例也较高，为24.32%
Among them, families who have a monthly pay of over RMB20,000 yuan are the most (27.03%); and 24.32% have a monthly pay between RMB10,000 and 12,999 yuan
◎本刊读者职位分布相对集中在高层人员，有41.9%属于总经理/副总经理/厂长，此外中高级专业技术人员比例也较高
ICON readers are mainly from the senior management, 41.9% are general managers, vice general managers or factory directors, and senior professionals also form a larger percentage
媒体/广告观:信任媒体/广告
Media/Advertising View: Trust Media/ Advertisements
◎人群比较关注媒体新闻,广告是生活中必不可少的东西
The group pay close attention to media, and advertisements have become indispensable in their life
◎本刊读者对广告认同度较高，大多比较认可广告
ICON readers have a high recognition on advertisements
购买商品时，还是有广告的品牌比较可靠
The brands that have been advertised are more reliable
消费观：重视消费信息，分享消费经验
Consumption view: Value consumption information and share consumption experience
◎本刊读者在购物方面相对重视收集信息，进行详细比较，更容易接收到广告传播的信息
ICON readers relatively value information acquisition and comparisons on purchase, so they are easy to accept the information from the ads
大部分人愿意与他人分享购物经验，更容易带来口碑传播，广告影响力容易涉及到受众身边人群
The majority of them are willing to share their purchasing experience; therefore the influence from advertisements is likely to affect the people around them
品牌观：重视并忠诚品牌
Brand View: Value and be loyal to brands
◎往来读者品牌观念比较强，大多数比较重视品牌，品牌忠诚度较高，大部分对于喜欢的品牌会一直使用
Most of ICON readers value brands and be loyal to brands, and will keep using the brands they favor
◎愿意花钱购买名牌产品，使用名牌可以提高一个人的身份，名牌是身份和地位的象征
They are willing to spend money on famous brands, which exalt one’s status, for famous brand is a symbol of status and identity
《往来》是品牌广告的优质载体
ICON is the quality carrier of brands advertisements
成就观：渴望成功，积极心态
Achievement View: Positive and longing to succeed
◎希望能达到所从事事业的顶峰,对成就寄予很大的期望
Wish to attain the height of the career and place great hopes on achievements
◎把工作视为事业,希望被视为一个领导者
Look upon work as a career, and wish to be regarded as a leader
◎本刊读者对个人成功欲望相对较强
ICON readers have a relatively stronger desire for personal success
参考数据：
南航明珠俱乐部数据库 /《云中往来》杂志读者调查
Statistics for Reference:China Southern Sky Pearl Club Database/ <ICON> Readers Survey
◎本刊新富读者饮用葡萄酒和啤酒的比例在80%以上，有33.8%的读者饮用威士忌/白兰地酒，29.2%的读者吸用香烟／雪茄
Over 80% ICON readers drink wine and beer, 33.8% drink Whisky/Brandy, and 29.2% smoke cigarette/Cigar
本刊新富读者的消费力远高于新富人群平均水平
ICON readers have a far stronger consuming power than the average level of the new money
◎本刊读者使用香水的比例较高，为73.2%，女性读者使用护肤品的占总人群的52.2%，男性读者使用护肤品的占总人群的51.7%，女性读者使用彩妆的占总人群的36.4%
73.2% ICON readers use perfume; 52.2% female readers use skin care products, while the male readers, 51.7%; 36.4% female readers use cosmetics.
以上各项均高于新富人群平均值
The above-mentioned items are all higher than the average of the new money.
◎本刊新富读者约27.7%在去年购买过手表（包括二次以上购买）
About 27.7% ICON readers bought watches last year (including twice or more)
◎比例最高的浪琴、天梭、和西铁城均在2%以上
The largest percentage is more than 2%, including Longines, Tissot、Swatch and Citizen.
◎本刊读者去年购买的珠宝首饰类型主要是项链和戒指
Jewelries that ICON readers bought most last year are necklaces and rings.
◎所购珠宝首饰中品牌比例最高的是周大福Chow Tai Fook，为9.3%，此外，施华洛世奇、迪奥、香奈尔等顶级品牌消费量比例也较高
The brand with the largest percentage (9.3%), of the purchased jewelries is Chow Tai Fook, and besides, some top brands including Swarovski, Dior and Chanel also constitute a large percentage
购买珠宝首饰的读者平均支出金额为7856元/年
The readers spend an average of RMB 7856 yuan per year on jewelry
◎本刊新富读者有27.3%计划在未来一年内二次购买房产
27.3% ICON readers plan to purchase a second property within one year’s time
◎购房价格主要集中在20万-100万元间，主要是投资目的为主的中档商住房
The purchasing price is between RMB 200,000 and 1,000,000 yuan, and mainly the medium-grade living/business flat with the aim of investment
平均健身金额2669元
They spend an average of RMB 2,669 yuan on bodybuilding.
◎本刊新富读者约61.2%去年在商业保险上有支出，其中47.8%有新签保单；约有25.6%计划在未来一年里购买商业保险
About 61.2% ICON readers paid expenses for commercial insurance last year, among which 47.8% have newly bought insurance and about 25.6% plan to buy commercial insurance within one year’s time
◎去年有支出的商业保险类型主要是机动车保险、养老保险、意外伤害保险，占乘客总体比例均在40%以上；其中新签保单类型主要是机动车保险，约占32.9%，新签意外伤害保险和医疗保险比例也较高
Expenses on commercial insurance last year mainly covered automobile insurance, endowment insurance, and accident insurance, each bought by more than 40% of the total passengers, among which most newly signed policies are automobile insurance. Accident insurance and medical care insurance also have high ratios.
未来一年计划购买的商业保险最集中的是机动车保险，约占17.8%；计划购买意外伤害保险和医疗保险的比例也较高
Commercial insurances planned within one year’s time focused upon automobile insurance, around 17.8%; also high is the ratio of accident insurance and medical care insurance.
◎本刊读者有32.6%计划在未来一年内参加教育培训服务
32.6% of ICON readers have plans to undertake trainings within one year’s time.
◎计划的教育培训类型主要是资格证书考试、语言类培训和职业技能培训，均在10%左右
Training categories mainly include accreditation tests, language trainings and professional skills, each around 10%.
◎境外旅游目的地主要在香港，占18.9%；泰国、新加坡、马尔代夫、法国、澳门和澳大利亚在7%以上
Overseas tourist destinations focused on Hong Kong (18.9%); Thailand, Singapore, Maldives, France, Macau and Australia take 7% each.
◎40.6%的本刊读者掌握预算支配权，其中支配金额在50万以上的占15.6%
40.6% ICON readers have budget authority, among which 15.6% control RMB 500,000 yuan or above.
◎本刊读者中，大部分均有某种购买决策权；其中具有购买办公用品决策权的比例最高，为35.2%，具有购买生产资料 (含原材料和生产设备)决策权及具有其他购买决策权的比例也较高，在20%以上
Most ICON readers have purchase decision authority, among which 35.2 % have decision authority to buy office supplies; more than 20% to buy means of production (including raw materials and production equipments).
◎本刊读者对单位各类硬件产品的采购需要和影响比例较高，大多在40%以上
ICON readers have a relatively higher ratio (more than 40%) in demand and influence on purchase of all sorts of hardware products of their company.
◎影响办公设备和电脑设备采购的本刊读者较多，分别占59.4%和53.1%；影响出差及旅游安排、会议及展览活动的读者也较多，均为46.9%
ICON readers that are able to influent the purchase of office supplies and PCs are relatively more, 59.4% and 53.1% respectively; readers that have influence on arranging business and tourist trips, conferences and exhibitions are 46.9% each.
地面高端展示：精选核心城市核心人群聚集地五星酒店、高档餐饮娱乐、会所以及写字楼投放。
High-end ground display: at 5-star hotels, luxury restaurants, clubs and office buildings in downtown of selected cities.
作为优势独尊的媒体平台，《云中往来•ICON》一直致力于媒体价值的开发，多种媒体产品、多种组合方式，使您的品牌内涵在《云中往来•ICON》上都能找到最恰当、最优越的表达形式。已为如下客户提供媒体组合，经典案例如下：
As a media platform with exclusive advantages, ICON has been dedicated to exploiting the media values of multiple media products and multiple combinations of these products, assisting you to find the most suitable and the best expressions of your brand connotations in ICON. Here are some examples:
◎通用GL8尊享封面专题冠名（“2005年明珠十大精英会员特辑”2005年12月号）；
◎观澜高尔夫尊享定制专栏（“凭栏观澜湖”2005年10月起，并已预订至2007年全年）；
◎达生养生机构、观澜湖大宅尊享定向直递等；ZIPPO、百达翡利手表、大卫杜弗雪茄、奥迪汽车尊享特色栏目“解构”。
Special title cover story for GE GL8 (“2005 Top Ten Elite Members of Sky Pearl Club Special”, Dec issue, 2005)
Tailor-made column for Mission Hills Golf Club (Mission Hills Speical, starting Oct 2005 through end of 2007)
Direct mails to Dawson Health Care、Million Hills; special column Structure for ZIPPO, Patek Philippe watches\Davidoff Cigar, and Audi.
更多特色栏目期待为您服务：封面专题、飞行大亨、解构、雕刻时光空中邂逅。我们愿与您共同开发、共同创意。
More special columns await to serve you: Cover Story, Tycoon, Structure, View Points, and Angel in the Sky.
We look forward to working with you in common development and creation.
