Analysis Of Development Strategy For Air China Southwest Branch

In recent years,with our country especially in the western region of the all-round development of social economy,the civil aviation industry is faced with the implementation spans and great development opportunity period.In 2010,the whole industry created the economic benefits of the highest level in history,annual revenue of 411.5 billion RMB,total profit of 43.7 billion RMB,of which a total profit of 35 billion aviation company element.To Air China,in the market value of listed companies,its profitability has ranked the world's first in civil aviation enterprises.As the important part of the Air China,Southwest Branch,after the completion of organizational transformation,the fleet structure is optimized ceaselessly,scale of production grows steadily,networks continues to expand and plays an important role in construction of compositing aviation hub base company for Air China.In 2009,Air China and Chengdu Municipal People's government and Sichuan Provincial Airport Group formally signed the" Chengdu aviation hub building strategic cooperation framework agreement".According to this agreement,Air China will continue to increase in Chengdu aviation hub network capacity investment,taking the Chengdu as the second aviation hub to foster and build the following Beijing hub,to construct the Chengdu hub for domestic and international route network.At the same time,the southwest branch is faced with trend of declining of major market share.Aviation market competition is fierce day by day,and the growth rate of the resource constraints such as the impact of unfavorable factors.The next step is to make reasonable development strategy to maintain the company's continuous profitability,which is related to Air China and China aviation industry's healthy development.According to theoretic basis demonstrates and Air China Southwest Branch's actual development of the status quo,this paper analyzes its internal and external resources advantages and disadvantages,from a strategic management perspective,putting forward reasonable construction,and making feasible development strategy and implementation measures for the Southwest Branch,and expects that these analytical methods and logical thinking have a certain reference value for other domestic airlines..The logic thinking of this paper is showed as below:first of all,the background and problems of domestic airline industry are illustrated.Then the main body of this paper,Air China South Branch,is introduced.At the same time,the internal resources and capability of this company will be analyzed.The last but not the least,the strategic position and selection will be introduced.This paper is divided into eight chapters.The first chapter mainly introduces the research background,research significance,purpose and objects,study methods and logic structure.In the second chapter strategic management theories are reviewed and illustrated with an overview.The third chapter introduces the Southwest Branch of Air China's development and history.The fourth chapter focuses on the Southwest Branch of Air China's external operating environment.The fifth chapter is to say the Southwest Branch of Air China's own internal environment for the conduct of the advantages and disadvantages of assessment.The sixth chapter is to introduce the Southwest Branch of Air China development vision,mission and strategic objectives of a detailed introduction.The seventh chapter is to say the strategic tools of Air China Southwest Branch and to undertake the strategy matching and choice,and to put forward the strategic alternatives.The eighth chapter puts forward the corresponding measures for advice.To make the strategy go well,this paper suggests the company should take five aspects of measures.First of all,it should introduce the strategy ideas to all of the employees.And the company should try its best to solve the relationship between the organization and employees.Then the company should divide the basic border of each apartment to make sure the control ability.What's more,the culture construction should be set up well along with the development of the company.The last but not the least,the top management should emphasis on the process of the strategy solving and evaluation.The innovative point of this paper is the research of the topic on a regional airline company which has not been discussed,especially in the southwest part of China.What's more,there hardly to be found of the topic on the regional hub construction,this paper is the first time to discuss the regional airline company under this circumstance.