Research On The Business Strategy Of F Airline

Business strategy is to deal with the ever-changing business environment, for seeking the overall plan of company's survival and development. This paper studied the competitiveness strategy of F airline in S country and provide the company scientific basis for decision-making, based on the evolution of the strategy theory and Michael Porter's five competitiveness theory, using macro and micro analysis method combined, qualitative and quantitative research methods analysis method combined, and empirical analysis method.This paper use PEST analysis, Porter competition model and the external environment evaluation matrix (EFE) to analyze and evaluate the Air macroeconomic environment, industry environment which F airline faces in s county, and conduct market opportunities and threats which the company is up against. Using internal factors evaluation matrix (IFE) for the F airline's internal environment analysis and evaluation, pointing out the existing problems on operating, and analyze the advantages and disadvantages of the company.By constructing SWOT analysis model, using quantitative strategy evaluation matrix, we can determine F airline operate Differentiation Strategy in S county. On the implementation of the competitiveness strategy, we should mainly to the following aspects of work to ensure the effective implementation of the strategy: change culture, to establish a matching between the strategy and culture; create a market-oriented efficient organizational structure; vigorously promote information construction, progressive realize the operation and management informationization; improve marketing capacity; consummate human resource management.This paper's findings have an important reference value on the Business Strategy of F airline in S country, also to other airlines in the domestic aviation business which hope to develop overseas.