A Aviation Industry Company Development Strategy Research

General aviation is an important part of civil aviation.According to China's General Aviation Flight Control Ordinance,General Aviation refers to aviation activities other than military,police,customs anti-smuggling and public air transport,including industrial services,agriculture and forestry operations Flight and health care,disaster relief,culture and sports,tourism,private consumption and other aspects of the flight activities.A Aviation Industry Co.,Ltd.(hereinafter referred to as "A Airlines" or "A Company")was established in 2013,located in Zhenjiang City,Jiangsu Province.The company covers the business areas including navigation aircraft assembly,modification and photoelectric pod,airborne equipment,UAV system technology development,software development,technical services,technology transfer;self-employed and agents of all types of goods and technology import and export business The A airline originally planned to introduce the EA500 aircraft from Germany to localized production,thus seizing the business jet market.Due to the economic downturn and other factors in recent years,the company's aircraft sales business and navigation business suffered great difficulties,mainly in the aircraft sales market weakness,navigation business is difficult to profit and financial constraints and so on.A how to get out of the dilemma,grasp the opportunities,usher in greater development,is the urgent problem to be solved.This paper analyzes the concept,task,judgment standard,process and level of diversified development from the basic theory of enterprise development strategy,and provides theoretical guidance for enterprise case analysis.In the course of A airline's specific case analysis,through the use of PEST analysis model,the Porter five force model analyzes the macroscopic environment and the industry environment in which the enterprise is in-depth,deeply studies the resources and capabilities owned by the enterprise,summarizes and evaluates the related fields Advantages and weaknesses.Combining the SWOT analysis tools,the author points out the advantages and disadvantages of A airlines,the opportunities and threats they face,and puts forward the strategy of enterprise development as diversification strategy.Mainly including business diversification and marketing diversification in two directions,specifically from the strong development of military-related advanced composite materials related products,civil and military composite materials to explore the field of unmanned aerial vehicles,and actively promote the A-178 medium transport aircraft The introduction of the project,continue to promote the existing five large brown bear aircraft navigation operations and other aspects of the implementation of diversification strategy.The article finally pointed out the specific development goals and direction of A Airlines in the future,and formulated strong protection measures for enterprises from R&D,marketing,organization design,human resource management and corporate culture.The research process and conclusion of this paper also have some reference significance for the transformation and upgrading of China's general aviation industry.