Study On Strategy Of CWN

Civil Aviation is a high-invest, high-risk, high-tech fund-density trade. However, it is also a fundamental business with relatively low yield. Currently the Civil Aviation of China is in the duration of operation system transition, and the enterprise strategic management concept has just been introduced. In the very beginning, the reformation was concerned in the regulations and individual innovation, and was limited in low level and low scope tactical solution. The general innovation, management reformation and policy utilization have not been regarded in the strategic level. As a result, the long term continuous development of Chinese Civil Aviation enterprise is still a problem which could not be resolved radically. Now some of the enterprises have already been aware of the importance of strategic management. They have invested more and started to define the operation strategy corresponding to their actual situation. In this paper, I have made a strategic study for CWN Airlines, starting from the analysis of the world air transportation improvement, actual situation of Chinese air transportation, and the influence of joining into WTO. Based on the analysis of the main characters of Chinese air transportation market, the resource and ability (including competition ability, marketing ability, producing ability, financing ability, integrated management ability, etc.) of CWN, the strategic position has been determined, the strategic target has been defined. According to the defined strategy and the key problems affecting the accomplishment of the strategy, a series of business actions such as assets and liabilities recombine has also been recommended. This study is very important for CWN to survive and improve in the drastic market competition. It is also a reference for the other Chinese Air transportation enterprises to define the developing strategy based on their own specialty.