A Research On The Development Strategic Choice Of KLM Royal Dutch Airlines Passenger Transport

For more than 100 years,KLM Royal Dutch Airlines has been a pioneer in the aviation industry.KLM is the oldest airline operating under its original name.KLM is always customer-focused and aims to be a leading European airline that is efficient and sustainable.As a century-old airline,KLM operates a route network that connects the Netherlands with all major economic regions in the world,becoming a powerful engine driving the economic development of the Netherlands.KLM is part of the Air France-KLM group,which is also a member of the Sky Team alliance,which has 19 airlines.Due to the epidemic and other reasons,the passenger volume of KLM has sharply decreased.According to KLM annual report,in 2020,compared to 2019,the number of KLM passengers and load factor rate decreased by 24 million and 37.2%.Although there was an increase in 2021,the gap between 2020 and 2019 is still very significant.Therefore,KLM passenger transport development is affected heavily,resulting in its development hindered.In the study,this thesis firstly analyzes the macro-environment,industrial and competitive environment of KLM passenger transport,explores the external environment faced by KLM,and uses EFE matrix to analyze the opportunities and threats in the external environment of KLM.After analysis,it is found that the comprehensive weighted total score of EFE matrix is higher than the average weighted total score,which indicates that for the aviation industry as a whole,the development strategy is at a high level and can seize opportunities and avoid threats,but it still needs to continue to adjust and optimize the strategy.Then,the enterprise resources,capabilities,core competitiveness and value chain of KLM are analyzed,the internal environment of KLM is explored,and the advantages and disadvantages of the internal environment of KLM are analyzed by using IFE matrix.The analysis shows that the weighted total score of KLM’s IFE matrix is higher than the weighted average score.This shows that KLM has many advantages and few disadvantages.The overall advantages are obvious,but there are still disadvantages,so it needs to further adjust its strategy according to the internal environment.Finally,combined with the analysis of the internal and external environment of KLM,SWOT analysis matrix is used to study strategy and QSPM matrix is used to determine SO strategy of KLM passenger transport.Under this strategy,KLM passenger transport needs to increase brand publicity and marketing.Increase flight revenue;Seize the tourism market,improve the market share;Enhance innovation capacity and improve passenger experience;Fine control,reduce operating costs.Only in this way can KLM better promote its development.This thesis puts forward safeguard measures from the aspects of organization safeguard,brand image safeguard,human resource safeguard,financial safeguard,safety and health safeguard,innovation safeguard.This thesis starts from the development status of KLM passenger transport,bases on the actual situation of the international market and combines advanced research conclusions on development strategy at home and abroad to draw up a preliminary development strategy plan for KLM,and puts forward feasible safeguard measures to ensure the successful implementation of the plan.The author hopes to provide help for the formulation of development strategy for KLM passenger transport.