| China National Civil Aircraft Development Co.,Ltd is mainly engaged in the market development, product sales, technical services and training in the field of aircraft. After several restructuring, it has now become a limited company. Then the company’s development orientation needs to be re-determined. Should we continue to take professional development path, which is to develop the area deeply, or take the diversified development path, which is to expand to other areas? Based on the question above, we propose the development strategy of China Civil Aircraft Development Co., Ltd.In this paper, the idea is to do research, put forward a question, analyze and solve problems. The method is an empirical analysis of drawing the theory on the basis of practice and then applying theory to practice. Based on Michael E.Porter’s competitive strategy theory, by analyzing the life cycle of the industry, the PEST environment and the competition elements of “five forces model", we can recognize the position of our company in the whole industry and the Macro external environment, then identify opportunities and threats. By analyzing internal conditions of the company, we can find out Strengths and Weaknesses; by analyzing SWOT strategy, we can find out overall development strategy and the basic competitive strategy. The paper is going to analyze the industry status and problem of civil aviation development. And by introducing the concept of strategic management, we are able to make an in-depth analysis of the external environment of the company. The paper mainly focuses on the prospects of the development of civil aviation industry, and then analyzes the internal environment, product and business portfolio and human resources of the company. Using SWOT analysis in the main markets and related fields of civil aviation development industry, we can identify the core strengths of our enterprise and available resources.However, the company’s original single business model has been insufficient to deal with the new competition. We have to relocate the company’s development strategy and business model. Only by this, can we achieve transformation and second evolution. In this paper, by analyzing internal and external environment of our company and utilizing Ansoff Matrix, we work out a new development strategy system. To be more specific, we need to take technology of civil aircraft as core, and take civil aviation products, oil and gas resources trade, hot air balloon tourism, and project investment as our pillaring industries. In order to achieve the new strategic goal, we should make great progress in the aspects of organizational structure, human resources, corporate culture and business model. Finally, we can make our company to become a great-diversified group company in 2030. |
