The Sc Airline Competitive Strategies Are Discussed

Facing the world economics integration and the globalization tendency of international economy, the civil aviation transportation develops rapidly in China. In 2002, three big aviation groups reorganized and seized about 80% share of the general market. In 2005, the private airlines had been authorized to operate. The monopoly was broken in the civil aviation market.The passengers have more options because so many highways have been completed and trains have speeded up one more time. The private airlines that adopt the low price policy have also won the partial passenger's favor. At the same time, the price of aviation gasoline and the navigation material soar rapidly, which brings the enormous threat to the civil aviation industry. In order to capture the tourists and keep the market share, the airlines take different measures. Decreasing price is one of them, which harms airlines essential interest enormously.The SC Airlines Company (SCAL) faces the great challenges .The SCAL who want to survive in the market must have own competitive advantage and establish the proper competitive strategies. The article revolves the competitive strategies of the SCAL.During the cause of the research, the writer utilizes the SWOT to analyze the environment of the SCAL and use the QSPM matrix to choose the competitive strategies. The writer uses the related theories of the competitive strategies and revolves the company's competitive strategy targets to analyze measures of the different strategy and overall cost leadership strategy. The writer uses qualitative analysis primarily and quantitative analysis partly.In the essay, the writer points out that the effective implements are necessary. Reforming the market innovation mechanism, strengthening the market marketing ability, upgrading the quality of service to gain the good reputation, using the rich network of the air routes to absorb more passengers are necessary to the company executing the difference strategy. To maintain the cost superiority, the SCAL must reduce the uncontrollable cost, raise the usage of the airplanes, buy more A320 series, expand the direct sale network, use the high tech to realize the low cost sale and cultivate low cost enterprise culture and so on. Only with these concrete measures, can the company effectively implement the strategy.In summary, the SCAL should promote the synthesis competitive ability, so as to enlarge the company consolidated market share to seek the development.