Xinhua Aviation Fuel Competition Strategy Research

For the state-owned companies, which in the past were in a monopoly position, how to be competitive in face of an open market and monopoly breaking situation is a significant topic in china contemporary management research field. As the only aviation fuel supply guarantee enterprise national wide, Xinhua Aviation Fuel Co. Ltd is holding a monopoly position in domestic aviation fuel sales market. How to meet competitive challenge and survive facing wholly open and brand new market is an urgent and practical problem needed to be solved.Based on contemporary management theory and the practical situation of Xinhua Aviation Fuel Co. Ltd, external opportunities and threatens of the company are analyzed by adopting qualitative analysis method and SWOT analysis; at the same time, research on internal environment is carried out by the application of value chain theory and core competition theory to figure out the existing problems of the company, as well as competitors strength and weakness. In addition, SWOT analysis is also used on comprehensive situation both internal and external's, consequently competitive strategic plan is made out through SWOT strategic combination matrix and practical evaluation. Furthermore in order to guarantee the effective implementation of this competitive strategy and the improvement of comprehensive management level, relevant strategies and tactics are established.