Research On Development Strategy Of XP Airline

Civil aviation is one of the most important industry to a country.the development of civil aviation reflect the level of a country’s development level.China is setting the civil aviation powerful nation as a development strategy.At the same time,after the civil aviation administration issued the document of LCC development,China begin to encourage and promote low-cost aviation to developing,then LCC has environment of development.Wile,since the COVID-19 has outbreak in 2020,civil aviation face serious challenges.The COVID-19 interrupted the international transportation,many air companies have been collapsed,domestic travel industry also face bad situation.During these time,XP airline is fall into crisis.Fortunately,depend on the support of our country,XP airline completed the bankruptcy reorganization,the new investor settled in.In front of strong policy support,severe market environment and new management system,XP Airlines urgently needs to rethink its strategic positioning,to improve the market competitive.This paper takes XP airline as the research object,on the foundation of theoretical analysis,adopting data collection,internal interview,literature reading,information collection and other system analysis.According to PEST,Porter’s five forces model,SWOT analysis,we can see that XP airline is in a very optimistic macro environment,civil aviation has powerful policy support,market access and technology promotion environment.The main investor will use new management system.At the same time,XP airline is in the second place in Yunnan market,during the development of 16 years,XP has been build flying around the province routes network,and has powerful competitive in plateau routes and special airports.While in main flights,unicom inside and outside the province flights are weak than the three main airlines in China.meantime,XP has weakness in cost optimization,aircraft introduction,aviation fuel purchase.Through various analysis,this paper holds that XP airline should take intensive growth strategy,low-cost strategy and differentiation strategy.Consolidating existing competitive,focusing on the aviation,deep ploughing southwest market,strengthen products development.Grab the advantage of policy,active inner strengthening and achieve rapid expansion after the covid-19 has been subsided.Inner careful management should be established,to improve differentiation products for customers,increased market competitiveness.Around the intensive growth strategy,low-cost strategy and differentiation strategy,this paper talk about how to give safeguards to the company from human resources,finance and material side.Include steady,continuing HR,unified fleet structure and financial control measures to lower the cost.Optimize the routes net,according to the revenue control,marketing expansion,products and differentiation to achieve the enterprise fine management.The research significance of this paper is to formulate the development strategy of XP aviation through the analysis of the strategic environment of low XP aviation,which provides the development direction for it in the dilemma.At the same time,the development strategy choice of XP aviation has reference significance for the development strategy of small and mediumsized low-cost airlines.