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A Research of Developing Strategy of China Southern Airlines Group Company

Author: ZuoWeiJun
Tutor: WuZhenYe
School: Southwest Jiaotong University
Course: Business Administration
Keywords: Development strategy Critical Success Factors Core competitiveness Pros and cons of Implementation and control recommendations
CLC: F562.6
Type: Master's thesis
Year: 2008
Downloads: 625
Quote: 1
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Abstract


Today's increasingly fierce market competition in the airline industry is also faced with numerous opportunities and threats, as the central enterprises of China Southern Air Holding Company. Develop a both make use of their own advantages to seize the opportunity to overcome their own disadvantages but also to avoid the risk of the development strategy, has become a key Southern Air Holding Company's ability to achieve competitive advantage. In this thesis, a comprehensive overview of the strategic management theory, macro and micro, a combination of qualitative and quantitative methods, a systematic study of the current development strategy of China Southern Airlines Group, the pros and cons of the existing strategic analysis and evaluation of China Southern Airlines , which demonstrated the feasibility of the existing development strategy of China Southern Airlines, and the existing strategy and implementation of the strategy and control their own additional suggestions. First, the paper uses the PEST analysis and Porter's five competitive forces model, the the CSAHC which macro environment and micro environment and industry competition situation analysis and evaluation to identify external opportunities: 1. American Recent monetary policy conducive to China's macro-control. Long-term growth prospects of the Chinese economy is still optimistic. Opportunity to join the alliance. Appreciation of the renminbi opportunities for world economic growth driven the development of air transport. The main threats are: 1 from the tight monetary policy. Jet fuel and exchange rates. Governance of excess liquidity and inflation, the threat posed by the international economic situation. Aviation industry into loss cycle. Secondly, through access to information on the critical success factors of the civil aviation industry research and analysis, and to come to the civil aviation industry's key success factors: fluctuations in the price of jet fuel, aviation policy, and the RMB exchange rate. Again, the use of the theory of core competitiveness combined with the critical success factors identified in the internal environment in which the analysis of China Southern Airlines Group, China Southern's main advantage is obtained: the scale advantages. Marketing advantage. Technological advantages. resource advantages. The main disadvantage is that: 1. Resource integration disadvantage. 2 staff redundant structural imbalances disadvantage 3. Governance of excess liquidity and inflation threats. Freight disadvantage. The combination of industry key success factors and internal strengths on the CSAHC the core competitiveness analysis, draw: unified management of roads, powerful SOC unified corporate culture, good safety record, China Southern Airlines Group's core competitiveness. Then use the SWOT analysis of opportunities and threats for the development of China Southern Airlines Group, the strengths and weaknesses match analysis of the strengths and weaknesses of the current development strategy of China Southern Airlines Group, the use of qualitative and quantitative evaluation method to evaluate and to finalize the current CSAHC development strategy: the feasibility of building the size of the international network airline strategy. And this strategy made additional recommendations. Finally, according to the basic theory of strategy implementation and control, it is recommended that China Southern Airlines Group in the adjustment of capacity, optimize the structure, expanding markets, stringent cost control, increase profitability, and strive policy support to nurture their own core competitiveness.

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CLC: > Economic > Transportation and economic > Air transport and economic > China 's air transport > Shipping business organization and management
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