Juneyao Airlines Competitive Strategy Research

The civil aviation industry has developed to this day,and the market competition structure under the original system has undergone tremendous changes.The fierce competitive environment and the fast-growing national economy provide fertile ground for low-cost airlines.At the same time,the government is gradually loosening the regulation of the aviation industry,and Chinese airlines will compete with many established international companies on a larger international stage.Competition is not only from the aviation industry,but also the world’s leading high-speed rail construction in mainland China has brought a lot of pressure on many private airlines.On January 15,2005,the "Regulations on the Operational Permit of Public Air Transport Enterprises" was officially implemented.The access conditions for China’s civil aviation industry were greatly relaxed.The powerful private capital began to enter the civil aviation industry.China’s civil aviation industry has developed vigorously and bred.a number of excellent airlines.The most representative ones are Spring Airlines,Juneyao Airlines,Juneyao Airlines,Western Airlines,and China Airlines.Juneyao Airlines is the first HVC(high value)airline in China.It was put into operation in September 2006 and was listed on the Shanghai Stock Exchange in May 2015.The aircraft it operates are all Airbus A320 series models.Juneyao Airlines has always had a clear goal of becoming an international high-value airline.The research topic of this article is the development strategy of the auspicious airline.Taking this theme as the core,this article discusses the background of the topic in the first chapter.Today’s private aviation industry has developed vigorously.In recent years,the industry has shown three major trends:air-conditioning relaxation,fierce competition in low-cost airlines,stricter environmental protection requirements,and significant differentiation in the international civil aviation industry.This paper uses customer value theory,positioning and market segmentation theory,low cost and differentiated strategic theory as tools.In the second chapter,through the literature review,we carefully comb the core meaning of each theory and the new supplements given by scholars,especially Research results in the aviation industry.Through the review of the contents of the second chapter,I hope that the theoretical significance of the strategic research direction of the aviation industry can be deepened and provide reference for future research.In order to achieve better results in a new competitive environment,Juneyao Airlines first needs to have a clear understanding of the internal and external environment.Therefore,this paper uses the PEST model and the SWOT analysis matrix to deconstruct the company and the industry,and has a clear understanding of the economic environment,political environment,social environment and technical environment of the industry,and finds opportunities and threats.At the same time,we can see our own strengths and weaknesses and make strategic decisions.