Study On Ground Market Strategy Of Baiyun LSG

Since China implemented its reform and opening-up policy in the late 1970 s, Chinese civil aviation market has scored a rapid development. In addition, all airline enterprises have invested much on the hardware construction and paid more attention to the service quality. As one special part of the food industry, the in-flight catering industry has become an important complementary industry of the aviation industry, and it has developed into a mature system with complicated processing, strict quality control and special management standard. In the competitive aviation market, the in-flight food has become a key factor to establish the brand reputation and winning more customers.Over the rapid development in the past nearly 30 years, China has developed more than one hundred in-flight catering enterprises. Against the background of relatively rapid macro-economic development and the fast development of aviation industry, Chinese in-flight catering industry must have a great development. However, the global financial crisis resulting from the American subprime crisis in the year of 2008 posed unprecedented effect on the Chinese aviation industry. Most airline enterprises at home and abroad are in deficit to varying degrees. The aviation industry is experiencing the unprecedented test. With the rising price, the decreasing cost of airline enterprises, and the excessive reliance of the in-flight catering enterprise on the airline enterprise, the in-flight catering industry is confronting with the development bottleneck and survival crisis. Thus, it is of great practical significance to study the strategic choice and management of the in-flight food enterprises.On the basis of analyzing and studying the industrial development and market situation of the in-flight aviation industry, the author, according to the current situation of Baiyun LSG In-flight Catering Company, makes the proper development strategy for Baiyun LSG In-flight Catering Company to cultivate its core competitiveness advantages. This thesis analyzes the external macro environment, competitive environment of the in-flight catering industry, the background and its features, and the cost and threat. In addition, the author analyzes the internal conditions of the enterprise as well as the advantages and disadvantages; on the basis of the analysis, the author, in consideration of the strategic goal of the enterprise, makes the strategy and the concrete measure, and finally put forward the suggestionsto cultivate the competitiveness advantage and the strategic development direction. The study will serve as the important reference for the in-flight catering enterprises, especially the in-flight catering enterprises in the process of development and transition to make the scientific strategic development direction.