Aa Airlines Feasibility Of Development Of The Western Branch Line Transport Development Strategies Research

At the turning of the century, with the establishment of the three major civil aviation groups, drastic changes occur in the competition environment of the domestic civil aviation industry as the competitive focus is shifting to the regional air transport. However, the present situation of the regional air transport is not at all rosy, which calls the industry to look for new approach to develop the regional air transport. Meanwhile, the West Development provides excellent opportunities and huge market challenges for airlines engaged in the regional air transport in the West area. For AA Airlines, one of the few airlines independent from the three major groups, to set up a suitable strategy to make use of the opportunities and prepare for the challenges is of vital importance for the survival and growth of the company.The paper is aiming at developing the regional air transport in the West area for AA Airlines. It starts with an overview of the successful practices of the foreign airlines in regional air transport in the developed countries. Using the feasibility analysis methodology, it explores the market plausibility, the technical feasibility, the financial feasibility as well as the industry competitive situation for AA Airlines. Then it proceeds with internal and external environment analysis using the SWOT theory. Based on the result, it proposes a cost leadership developing strategy with specific strategic targets, with the aim to establish the specialized regional operation and develop a hub and spoke structure. It further sets up a complete strategic system in accordance with the strategy using the strategic management theory and methodology for service companies. Finally it provides relevant suggestions on establishing cost advantage, efficiency advantage, brand advantage and organizational and human resource support for the specialized regional airlines.