The Development Strategy Of DD Airlines

Air transport enterprise is a crucial part of national economy. It not only increases GDP growing but also plays a role, which connects international and domestic politics, economy and culture, it represents national "face" and reputation directly. Since China's reform and opening, except the developing rate was decreased by the Asian financial crisis in 1997 and 1998, the gross transport turnover is kept two figures rise, which is as double as the rate of the same period of national economy growing and far from the whole developing rate of transport in China and the world air transport.It is the key process and difficulties to drive the reforming large and medium-sized Stated-owned enterprises, for establishing the socialist marketing economy system. The State Department authorized, Air China Holding Company, China Eastern Air Holding Company, China Southern Air Holding Company came into existence in People's Congress Hall in 2002, which indicated that the beginning of reforming of civil of aviation. It begins to reform functionA, framework, employee, assets, debt, transport power, airlines and market net in those companies. How to follow the marketing economy demand and rational concept and do those tasks connected success and fail.DD Airline is representative in civil aviation and will join into China Southern Air Holding Company soon; the work of merger is in the process. From the range of China, DD Airline in the middle level from the numbers of airplanes, aircraft model frame, number of employees and annual income. In addition, this company has a long history, goes through all the China civil aviation stages, whose corperation culture, management mode, operation mode, organization frame and employee conception and so on, we can say DD Airline is an civil aviation epitome of reform environments and is commissarial.In this case, a new general manager comprehended the new situation and a series of problems after SARS . It reflects the inside management problems and challenges in national air transport enterprise. Through analyzing this case, in the background of marketing economy condition and civil aviation reform, as a special industry, the airline has to correspond with the whole stratagem, the writer suggests that the company target is the benefit, realizing from "guarantee mode" to"operation mode". In the sale function, product-oriented philosophy of sale should be replaced by customer-oriented philosophy, and realize the diversion from the aviation product sell to product marketing; in the cost function, realize the diversion from extensive cost management to low-cost operation; in the organization function, realize the diversion from the traditional multilevel organization to flat organization, in order to finish from planning economy to marketing operation process successfully.