A Research Of Developing Strategy Of China Southern Airlines Group Company

Nowadays the aviation industry market competition is so fierce that the state enterprise--China Southern Airline Group Corporation also face not only a lot of chances but also threats.Making a strategy that can both grasp the chances with using its advantages and avoid the threats by overcoming its own disadvantages is the key to manage the corporation successful.In order to assess the developing strategy,based on a comprehensive analysis of the related Strategy Management Theory,this thesis conducts a systematic study of CSN's existing developing strategy,using combination of macroscopic and microcosmic methods,qualitative and quantitative analysis methods, analyses its advantages and disadvantages in existing strategy,put forward the auther's complementary advices on the existing strategy and its control.Firstly,the thesis,in the PEST analytic way and models of Porter's five competitive forces,analyses its macroscopic and its microcosmic surroundings as well as its competitive conditions,find out the exterior chances:1.the US monetary policy is benefit for our macroscopic control.2.the lasting and growing prospect of Chinese economy is still optimistic.3.the lasting and growing prospect of international economy promote development of Chinese aviation transportation.4.joining of Sky Team also bing alone opportunities 5.the oppommities brought by value increasing of RMB.The threats are:1.the tight monetary policy.2.The aviation fuel and Foreign-exchange rate.3.Threats brought by Liquidity Surplus controlling and Inflation.4.international economy situation.5.aviation industry turn into deficit cycle.Secondly,consulting large numbers of datum,puts forward that the key factors of success are the aviation fuel fluctuate,aviation policy and RMB foreign-exchange rate.Thirdly,based on the core competence theory and key factors of success,analyses the inner surroundings of CSN and the key factors of success in aviation industry,educe the advantages of CSN are:1.High scope economy level 2.Marketing advantages.3. Technique advantages 4.resource advantages.Disadvantages are:1.Resources allocation.2.The redundant staff results in lost of composing scale balance.5. Disadvantage of deficient freight ability.Combined the key factors of success with inner surroundings,the following conclusion will be drawn through analysis of the core competence:the unitive management;powerful SOC system;the uniform enterprise culture;excellent safety record.These are the core competence of CSN.Whereafter,the thesis analyse the developing strategy of CSN by constructing the SWOT analytic model,studied the developing chances and threats,advantages and disadvantages.then decides that the existing strategy is feasible.Lastly,based on the implementation theory of this strategy,the thesis put forward some suggestions on the strategy's implementation.CSN Group Corporation should redeploy its transport capacity,optimize company structure,develop market,control cost strictly,increase income,strive for policy support.With these methods CSN could foster,improve and enhance its core competence.