| With the rapid development of China's civil aviation industry,the rapid growth of the national economy and the improvement of residents' consumption level,the Chinese aviation market ushers in a new spring of development with a huge market prospect.Driven by the rapid economic growth in Zhuhai,the aviation market in Zhuhai has been booming.A large number of airlines have entered the Zhuhai market and the competition is fiercer and fiercer.As a pillar company Zhuhai Airlines market,Zhuhai Airport is also the main base of airlines,Zhuhai Airlines market share in recent years has declined year by year.Therefore,how to choose the appropriate competitive strategy mode in the increasingly fierce market competition,enhance the core competitiveness,and consolidate and improve the market dominance has become a top priority for the company.This article attempts to study the basic theory and concept of competitive strategy management,in order to provide a theoretical basis for Zhuhai Airlines to choose a competitive strategy,and use various competitive strategy analysis tools such as PEST,SWOT,Porter's Five Forces Model,and Value Chain Analysis.On the basis of collecting a large number of domestic air transport related industries and company first-hand information,Zhuhai Airlines conducted an all-round,multi-perspective analysis of the current industry development environment,the company's internal and external advantages and disadvantages,and fully investigated the company's internal important departments and positions.On the basis of personnel,combined with the company's current reality,the feasibility analysis and strategic selection of Porter's three competitive strategy models were conducted by using quantitative analysis methods,and the overall train of thought and implementation path for implementing differentiated competition strategies were obtained,which will have provided guidance of Zhuhai Airlines to strengthened core competencies and increased market share in the future. |
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