Research On The Competitive Strategy Of Shandong Air Group

Starting from aspect of the macro-economic and taking the air-transport characteristic into account, the author did research on the China macro-economic, the policies imposed by authority in civil aviation and the competition environment. Through this research, the author found out that: in the future 5 to 10 years or even a longer economic period, the economy of China will maintain a stable and fast increase. The above factors will stimulate and increase the market demand for the air-transport. The civil aviation will step into another surge. The reform of civil aviation will be deepened and there will be a transition of the government's function. The government will enhance its supervision on Chinese airlines, while at the same time diminishing the protection to the enterprises, opening the market and introducing the competition mechanism. The market will open and more foreign airlines will swarm in, as well as the low cost airlines come into being, the competition in civil aviation market will be intensified.Confronting with such opportunity, operation environment and competition, with SWOT analysis tool, the author studied through the company resources and competence of Shandong Airlines Group Co., Ltd and concluded that: Shandong Airlines should insist on its own long-term business strategy for the objectives of making itself a powerful enterprise, realizing the fast and healthy development and completing its vision and mission statement. What's more, Shandong Airlines should devote to fulfilling the strategic objective of its"eleventh five-year"plan, keep on cultivating its own core competence and capability, and then obtain its competitive advantage and establish its own distinctive competence.The author collected and processed material and information through six areas: fleet acquisition and deployment, integrated operation, sales and marketing, human resource management, info-tech application and corporate culture construction. The main measures include:Developing strategic relationship with other airlines; improving the organizational structure, for example, establishing the transportation management centre and sales centre, allocating all the airline resource by one department; imitating the differentiate price policy and developing a more flexible price system; building the strategic decision support system and committing to the company culture construction.