The Identification And Evaluation Study On The Strategy Risk Of Chinese Airlines

Nowadays, enterprises are facing more changes and uncertainties,and airlines are facing more challenges. There is no systemic and comprehensive researches on the strategy risk in airline industry. This article mainly studies strategy management from the point of risk.There are three main parts. Firstly, this article proposed one strategy risk factors identification system for Chinese airlines based on the strategy position, strategy choice and strategy implementation. Work-risk analysis and expert interview were used to extract 16 strategy risks, and then the transformation conditions from strategy risk factors to strategy risks were analyzed.In the second part, ANP was used to get the weight for 16 strategy risks, and then the airline industry strategy risk levels were evaluated into three layers, strict control layer, control layer and watching layer. Combined with fuzzy evaluation method, this article evaluated the strategy risk of 12 Chinese airlines and analyzed the difference. Based on the identification and evaluation, one decision model was proposed. In the third part, the empirical research is the case study on Chinese Eastern Airline. The strategy risk level was evaluated and the strategy risks were analyzed.This article innovated in the following aspects. This research put the strategy risk theory into airline industry and the case study. Secondly it combined the qualitative method with quantitative method, using ANP method and fuzzy evaluation method. Thirdly, two core identification dimensions (strategy risk factors identification and transformation condition analysis) were proposed. According the evaluation result, the Chinese airline strategy risks were categorized into three layers, and strategy risks of different airlines were analyzed.