| Since beginning its business in 1994, Shandong Airlines Co., Ltd has developed very fast through fund raising, fleet expanding and market developing. Because of the increased marketing competition, high jet fuel costs and aviation rights open, the company is facing unprecedented difficulties. As the first established regional airlines, the company must make a general strategy which can meet the characteristics of the enterprises as well as the market under the situation of global economic integration. According the general strategy the company should also make a series of high efficient measures and make right decision for what should do or not do in order to seek more developing space.The paper has studied Shandong Airlines' developing strategy. According to the associated theories and methods to the strategy the paper has analyzed the macroeconomic environment, competition situation, internal quality management and developing conditions of Shandong Airlines through the analysis methods of PEST and SWOT. The analysis results as following: there are some advantages but also some disadvantages for the company. The company not only has internal advantages but also has disadvantages. Whereas this, the company make the strategic mission, guideline, growth direction and overall strategic system. Meantime, under the overall strategic direction, establish functional strategic system of finance, power resource, sales marketing and enterprise culture. And provide the key advises. |
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