The Development Strategy Of Great Wall Airlines Ltd

Freight aviation of china is booming in these years. Many new founded companies joined the competition. Great Wall is the second joint venture airlines in China, which is the first one to fly in the sky. The most important issue for Great Wall to face is how to live and win the competition.For the purpose of making development strategies for the airlines, this thesis analyzes the external environments of aviation industry in China. This thesis introduces the history of our aviation industry and forecast its future. It also analyses the industry by using the Porter's 5-force model. It discusses the negotiation ability of upriver and downriver chain of this industry. This thesis introduces the system of aviation fuel supply, the procedure of purchasing aircraft and the structure of the payment of airports. It also introduces the suppliers and clients negotiation situations. It also analyses the strength and weakness of opponents to find out a suitable strategy.This thesis analyses the strength and weakness of Greatwall Airlines include organization, finance, aircrafts, operations. The IEF matrix and SWOT tools are used to find out the suitable development strategies. And it evaluates all the strategies by using QSPM tool. Finally it conducts the best strategy.This thesis uses a lot of figures from the statistics materials of CAAC. It is organized by logic of analysis of strategy.The results of the paper is expected to be of important reference value for the operation of Great Wall airlines LTD and could be generalized to other airlines especially those freight ones.