A Research On The Development Strategy Of MF Airlines

As the development of the economy and the improvement of people's living standard,the aviation is more and more popular,so airlines are facing unprecedented opportunities and challenges.With the major domestic airlines speed up the layout,foreign airlines enter China's aviation market,so industry competition is increasingly intense.MF airlines is a company runs according to the modern enterprise system,which is a good example of medium-sized airlines.It maintains 30 years(1987-present)consecutive profitable,which is rare among the international and domestic airlines.Since establishment,it grows fast;sales income and profit keep increasing.Now the biggest problem of its development is how to formulate a sustainable growth strategy.In this paper,by using part of the strategic management method,based on a detailed analysis of the airlines' internal and external environment,the author summarizes the opportunities and threats of MF airlines,presents advantages and disadvantages,then using the SWOT analysis method to match the strategic choice of the airlines.In the end,a particular airline's overall strategic positioning is given,and the preliminary discussion is carried on to realize the strategic target,that is to realize the implementation of the strategic positioning method.In this paper,MF airlines is took as an example to study its development strategy,which has important practical significance,because it gives recommended reference to the medium-sized airlines,with the hope to make a contribution to the development of the industry.