Diversification Strategy Research Of Jixiang Air Catering Company

Boeing air transport companies in the United States(united airlines)firstly provide a simple food on the plane-a sandwich,and then airline catering industry was born to attract passengers in the early 1930s.As early as in 1950,the new China civil aviation "Beijing",which was the first flight of aircraft landing at Guangzhou baiyun airport.Our country's civil aviation as a major airline service content of the civil aviation catering business into rapid development phase from that time.After 1978,our country's economic level has been rapidly leveled up and people's living standard has improved at the same time by the application of the opening-up and reform policies.People intended to choose more quick,safe and considerable air travel tools with the economic development.The growing demands of air travel had also raised higher level of aviation services in aviation food which playing a crucial role.In this context,China's aviation catering industry had also achieved rapid development and competition and challenges also come with it with more enterprises entering the market.Therefore,we should take the initiative and not wait for it for the aviation industry and win the competition in this way finally.This article will take Shandong airport Jixiang Air Catering Company as the research object,and this article expounds the background of the current aviation catering market competition intensifies,aiming at the problems in the process of the development of the company strategy,then based on the analysis of these problems by applying the methods of PEST with the airline catering industry in the international and domestic current situation,and relied on the SWOT analysis method of a Shandong airport Jixiang Air Catering Company itself to the detailed analysis.This article will list the advantages and disadvantages,and threats and opportunities.In the view of the development of the company,this article will combine the company's strategic objectives with proposed matching strategies to enhance its core competitiveness from production,marketing,customers and other aspects.And the company will rely on the human resource management,company cultural management,information construction and other aspects to optimize the strategic measures in order to take the enterprise competitive advantage.In addition,the strategic analysis of the company has a certain enlightenment and reference to other aviation catering enterprises in China.According to the article,we also found that similar company want to get a better development should make innovation and develop concept and business scope.In addition,we will try hard to strengthen the internal managements and provide better services for customers.