The Development Strategy Research Of SC Airlines Co.,Ltd.

Air transport has many characteristics,such as safe,quick,comfortable,is the fastest growing,the biggest development potential of the important transportation way.Its position in comprehensive transportation system is rising,China's civil aviation passenger transport turnover accounted for about a quarter in the current comprehensive transportation system.For more than 30 years of reform and opening-up,with the high-speed development of national economy,China's civil aviation passenger transport turnover keeps continuous high growth rate about more than 10%.China has become the second civil aviation power just after the United States.Since 12th Five-Year,local airlines and private airlines develops rapidly.Under the mutual influence of fierce competition and low-end of mainstream customers,civil aviation has entered a small profit,popularization era with low price and discount as the main feature.In China's civil aviation competition,cuhk group oligopoly trend is still obvious,uneven development situation between airlines is hard to change.The 13th Five-Year period is the key stage for China to walk forward the civil aviation power,all the airlines should try their best to seize the opportunity to achieve sustainable and healthy development.Since SC Airlines Co.,Ltd.(hereinafter referred to as 'SC Airlines')established,it has made long-term efforts to improve the asset structure,aircraft configuration and base layout in order to achieve sustainable,healthy,rapid development,and achieved good operating efficiency and social benefits.By the end of 2016,owning a fleet of 100 aircrafts,SC airlines has achieved a leap from the regional airlines to national airlines,officially stepped into the major airlines ranks.It has experienced a period of survival,now in the period of strategic opportunities and development.In this paper,SC airlines is the research object.Through analyzing the macro environment,industry environment and the six major competitors in the external environment,as well as the company status,internal resources and the core competitive ability in the internal environment,the author refines company's opportunities and threats,strengths and weaknesses.Through establishing key factors evaluation matrix,the author finds that the company's current strategy is relatively backward in external opportunities use and threats control.SC airlines should make full use of the existing advantages and make up the disadvantages,adjust the current strategy.Through the SWOT analysis,SC airlines should choose specialization and internationalization development strategy to achieve sustainable and healthy great-leap-forward development.In the specialization aspect,SC airlines should rely on the national 'the Belt and Road Initiatives' and 13th Five-Year plan of civil aviation,expand production scale,consummate base layout,optimize air line network,strengthen the high aircraft daily utilization and strong cost control of core-competitiveness,deepen the Air China strategic synergy,enhance brand competitiveness and influence.In the Internationalization aspect,SC airlines should accelerate the construction of base and hub,timely introduce the wide-body aircraft,give high priority to developing the surrounding internationalization,explore the feasibility of intercontinental flight,deepening international resource acquisition and cooperation.In order to ensure the implementation of the strategy,the company should formulate strategy implementation measures of base layout and airline network,fleet construction and pilot training,marketing and product development,service promotion sides,put forward specific strategic safeguards in financial,human resources,safety operation and IT sides.In this paper,the author demonstrates the formulation and implementation of SC navigation strategy,further clarifies the developmentstrategy of the company.It has a great significance on seizing the opportunities,facing the future challenges,achieving sustainable and healthy great-leap-forward development.It also provides reference value for the strategic management of large and medium-sized airlines.Meanwhile,through this research,the author strengthens a comprehensive understanding of the company's resources.It will provide great guidance and help for the career planning.