Study On The Development Strategy Of Jilin Branch Of China Southern Airlines Co.Ltd

Since the beginning of the 21 st century,China's economy has made great progress,and the domestic aviation industry has made rapid progress with the several rounds of economy boost.It has preliminary formed the status quo that competition of Three state-controlled large airlines,and more local airlines and private airlines characteristic management of a hundred schools of contention.The competition in the civil aviation market is becoming more and more intense.How to develop and form an industry advantage in a complex competitive environment is the goal of the long-term planning of the enterprise.China Southern Airlines co.,LTD.(Hereinafter referred to as "CZ")is the first in Asia and the third in the world for its Passenger traffic No..It is the world's first airline to operate both the Airbus A380 and the Boeing 787 aircraft.It is also the largest civil aviation company with the largest number of flights in the domestic,the most dense route network and the largest annual passenger volume.China Southern Airline Jilin branch is the first airline of Jilin province,it also be the only airline that with its own base in this province,Jilin aviation market competition has intensified in recent years,to increase capacity on the plane already can't solve the problem,its too simple and crude.Jilin market decline in the average price level signal a civil aviation enterprise profitability decline,homogeneity of products and services also reduces the vitality of the market,how to break the deadlock,explore the new profit point,develop strategy,establish the industry advantage,is the key point of this study.At first,we introduces the background and significance of this research,the number of columns using the research methods and research content,theoretical basis of the present study by reading relevant literature analysis,select development strategy for enterprise progress.Second,we analyzed the industry status quo and the problems facing China southern Jilin branch,and summarizes the enterprise profile and its operating status of Jilin branch,simple reply since "The twelfth five-year development plan" Jilin branch operation basic situation,and points out that the enterprise strategy implementation,resource input,propaganda and the problems of intelligent and brand construction.The third,we use the PEST Analysis of the macro environment of Jilin branch,from politics,economy,culture,technology and so on.And the Porter's five forces model were used to determine the internal environment is analyzed,then with the help of SWOT matrix,to choice out a suitable for enterprise development strategy.Finally,the choice of development strategy target,and demonstrates the implementation of the policy support,finally from the actual operational level in the face of people,goods,content in safeguard all aspects of the ground are expounded in details.Hope this research can help the future sustainable development of Jilin branch,and its also a contribution of the current state-owned enterprises in ascension contribution analysis and exploration of the regional economy.