Research On The Development Strategy Of KY Airline

Along with the sustained and steady development of China’s economy, and let goof the civil aviation reform and regulation policy, civil aviation transportationindustry is in a period of accelerated development, the shipping market has greatpotential. The face of complex development environment of domestic andinternational macroeconomic environment and industry of civil aviation, air transportenterprise’s management environment and market conditions are constantly changing,enterprises also face serious challenges and opportunities for development. With thegradual expansion of the scale of enterprise development, air transport enterprisesneed to be based on their positions in the internal and external environment, study andformulate the development strategy of the enterprise, to continuously enhance thecore capability and core competitiveness, realize the sustainable development ofenterprises.In this paper, combining with the characteristics of civil aviation transportationindustry, from the external development environment, policy environment for thedevelopment of Chinese macroeconomic environment, industry, analyzes theenterprise competition environment and resource conditions, using PEST analysismethod, five competitive analysis, the conclusion is a period of time in the futureperiod, China’s economy will remain steady growth trend, urban and rural residentsliving standards improve, the country and industry policy provide favorable support,in-depth implementation of the overall regional development strategy, tends toimprove urbanization layout and form, important related tourism industry fastdevelopment, the tourist consumer cognition and market demand, has greatlypromoted the rapid development of civil aviation transportation industry. And civilaviation reform further deepening and industry control fully open, domestic andinternational air transport enterprises and potential competitors into unceasingly, thecountry’s main regions and main relative saturation capacity, makes the air transportmarket competition is fierce, for the development of the aviation enterprise to bring the huge impact and challenge.For facing rare opportunities for development and complicated competitionsituation, this article USES SWOT analysis method, in combination with the practicalsituation of industry, the new airline to have the resources and the competitive poweranalysis, put forward new airlines development strategy, to achieve rapid and healthydevelopment of the enterprise to achieve company vision and mission, KY airlinescan be integrated to give priority to the growth strategy of cost leadership strategy anddifferentiation strategy, and from the route network layout, brand service, marketing,integrated operation, human resources, financial support, strategic alliance and theinformation technology application in business strategy and function strategy research,in order to make full use of external environment opportunities and give full play tothe advantages of internal environment.Hope that through the development strategy research of new airlines, on the onehand, can for the enterprise in the choice to provide the reference for the futuredevelopment in the fierce market competition, play a theoretical support and practicalrole in promoting; On the other hand also can make the domestic and regional civilaviation enterprise development should be of the same type.