A Study On The Small And Medium-sized Airlines’ Competitive Strategy Of Our Country

The civil aviation had a steady and rapid growth since the annexation andreorganization of domestic airlines that happened in2002, by the year of2006thetotal air transport turnover had ranked second in the world. China has become a worldgiant. In2012, airlines of our country accomplished transportation for502.574billionpassenger-kilometer in total, with Air China, China Eastern airlines, China southernairlines to account for63.14%of the market share. These three major airlines have ranfor many years and thus become stronger in terms of company scale after theannexation and reorganization, while the medium-sized airlines stay the same smallscale after years of development, and small airlines are still in the stage of theconstruction of infrastructures for being newly founded. Whether it is in thepossession of resources or operations management aspect, small and medium-sizedairlines can hardly compete with three major airlines, which means under thissituation of industry competition, small and medium-sized airlines should basicallyclarify competitive strategy in the first place to enhance their competitiveness.This thesis, which is based on the current development situation of China’s civilaviation industry, deeply studied the small and medium-sized airlines competitivestrategy by utilizing the strategic management way of thinking. The thesis analyzesthe airline’s macro strategic environment and the industry environment in detail，andanalyzing the route network, fleet structure, human resources, marketing and financialmanagement of the internal environment of the small and medium-sized airlines. Inthe basis of this study, the thesis proposes the alternative strategies for the small andmedium-sized airlines, and building the competitiveness evaluation model by usingthe data envelopment analysis method. Finally, the thesis points out three aspects thatshould be aware of in the process of strategy implementation. The rapid and healthydevelopment will not only help the prosperity air transport market in our country, butalso have great significance for achieving the strategy of making China strong in civilaviation.