Research On The Competitive Strategy Of SH Airlines

In the environment of rapid and stable development of the national economy,the volume of civil aviation transportation also shows a trend of increasing year by year.At present,China is developing from a big civil aviation country to a powerful civil aviation country.In 2019,China will invest 77 billion yuan in civil aviation infrastructure construction and airport construction.For airlines,the construction of new airport will inevitably provide corresponding development opportunities.Therefore,airlines should seize the current market opportunities and make accurate strategic positioning to promote their orderly development.This paper analyzes the internal and external environment of SH airlines,and based on the theory of enterprise competitive strategy,formulates strategic objectives that are conducive to the development of SH airlines,so as to promote the improvement of the company’s market competitiveness.In this paper,literature research,case analysis,qualitative analysis of SH airlines to do a comprehensive study and analysis.Based on the analysis of the current situation of the civil aviation industry,this paper analyzes the external environment of SH airlines in detail by using the competition related theory and macro PEST analysis method.It also analyzes the current economic and social demand,the release of the latest policies,and the development trend of the civil aviation industry.It concludes that sh airlines should make strategic planning by using the advantages of the external environment.This paper analyzes the internal environment and resources of SH Airlines by using value chain theory and IFE matrix evaluation,and summarizes the good internal resources of SH airlines,which lays a foundation for the realization of strategic planning.Combined with SWOT theory,this paper summarizes the opportunities and threats faced by the company,adjusts the traditional strategy,clarifies its strategic objectives and formulates its strategic plan by further exploring the competitive strategy.According to the research purposes and methods,the paper draws the following conclusions:firstly,the company should grasp the market opportunity,give full play to its own advantages,and choose the competitive strategy suitable for its own development through the analysis of internal and external environment;Secondly,according to the advantages and disadvantages of SH airlines and its development status quo,it formulates competitive strategic objectives,and through the choice of three competitive strategies,it formulates the most suitable differentiated strategy for its development.Thirdly,in order to ensure the implementation of SH airline’s competitive strategy,the following measures are put forward,that is,establishing enterprise brand,improving competitiveness and diversified development,constructing compound industrial pattern,adjusting business operation ideas and optimizing operation management mode,so as to realize lean management.We hope that through this study,we can develop an effective competitive strategy for the development of SH airlines,break the shackles of traditional concepts and business barriers,build an integrated comprehensive service system,straighten out the management system of emerging industries and the division of responsibilities,so as to help sh Airlines develop well.At the same time,it provides some valuable reference for other airlines.