| During the 14th Five Year Plan period,the development of civil aviation industry has entered a new level.With the introduction of various national new policies,it is conducive to the continuous expansion of airport construction business.Under the current social background,company a is not only facing the opportunity to explore the market,but also facing new challenges.On the one hand,it brings new opportunities.Relying on its own construction strength and brand effect,company a takes the initiative to occupy the market,constantly develops new business and brings new business opportunities to the enterprise;On the other hand,new competitors poured into the airport construction industry with the help of the preferential strength of national policies,forming a new competition system.On this basis,company a should change its competitive development strategy,select the competitive strategy suitable for its own development and implement the strategy through the analysis and research of itself and the market.Using PEST analysis method,this paper analyzes the problems faced by company a in political environment,economic environment,social environment and technical environment,and takes corresponding measures to improve market competitiveness;Using Porter’s five forces model,this paper makes an in-depth analysis of the market behavior of company a from five aspects;By introducing three competitors,this paper analyzes the main strategies of competitors;Use value chain analysis,VRIO analysis and benchmarking analysis to understand the problems existing in the internal environment of company a,and improve the internal environment of the enterprise by improving the internal structure;Finally,through the use of SWOT analysis,determine the market positioning and strategic direction of company a,and clarify the strategic choice and implementation.To sum up,through the research on the competitive strategy of company a’s airport construction business,the experience and Enlightenment of market competition are obtained.Company a needs to adopt the differentiation strategy,that is,starting with technological innovation and improving service quality,seek a way out in product differentiation,channel differentiation,service differentiation and promotion differentiation,so as to establish its own corporate brand image in the market,Dominate the market. |
