Study On The Transformation Strategy Optimization Of Aviation Catering Enterprises

With the opening of the 13 th Five Year Plan, China civil aviation transportation market will embrace a rapid growth. Civil aviation will emphasize more on service soft power upgrading based on the ever increasingly close hardware level. And flight catering industry as an important branch of civil aviation, becomes an essential department facilitating service quality upgrading and civil aviation's further development. After four decades' development, there are more than 110 flight catering companies and within the context of soared macro-economy and aviation transportation industry, great progress will certainly be made in China's flight catering companies. Due to the facts of dramatically increasing food prices, fierce competition and over reliance on aviation companies, flight catering industry is faced up with huge challenges which can even be a survival crisis. Thus, a deep look into strategic choice and management of flight catering companies is of great practical significance.Based on analysis and research on current situations of aviation food industry and its market, this thesis has put up forward with optimized transformation policies and feasibility plans for HS company's development. According to the industry HS company belongs to, this thesis has made a thorough analysis on its external macro factors and internal competitions. The background and features of this industry are elaborated to identify external opportunities and challenges. Then a comprehensive SWOT analysis on internal conditions has been made to figure out internal strengths and weaknesses. On the basis of all those gained conclusions and the company's strategic goals, strategic choices have been made. Then, concrete optimized transformation policies and comparative analysis on relative competitive advantages obtained by shareholders through equity transfer and market reallocation have been identified to accomplish the company's strategic transformation and adjustment.The point of view of the enterprise market share and business stability further improve the airline catering enterprises from the direction of the structural adjustment of ownership to proceed optimization and transformation strategies, from past market of state-owned enterprises reform majority focus in cost, cost control, product development, market segmentation strategy mindset and put forward a reform of greater intensity, more thorough and effective solution. This paper puts forward new subject for the following theoretical studies.