Low-cost Operation Of Chinese Private Aviation Management

Low-cost airlines developed rapidly in the global scope since1990s, at present the whole world has more than160low cost airlines, mainly in North America, Europe and Asia, because of the low cost airlines to launch flights to cheap consumer has very strong appeal, it has maintained a high attendance rate. Along with our country economy development and consumer demand for air travel increased, our low cost aviation market has very large development space.Pattern of operation of low cost aviation from the American southwest airline is put forward for the first time, from the nineteen eighties, Southwest Airlines maintained a more than30years of continuous profits, according to Michael Porter’s theory, the enterprise gains competition ability is one of the ways to reduce as far as possible into the products, services, and through the price advantages to occupy the market, enhance competition ability, Southwest Airlines is through this strategy made aviation market success. As of2005, China’s aviation industry restructuring, China’s civil aviation is divided into Air China, China Southern Airlines, China Eastern Airlines airline of the three nation, three big air occupy more than75%market share, has a monopoly. In recent years, along with our country economy rapid development and people income level rise ceaselessly, more and more consumers choose the aircraft as a travel one way, the aviation industry is facing tremendous development potential, at the same time, countries in order to encourage private enterprises to increase the aviation industry investment introduced the relevant policies to reduce civilian battalion enterprise to enter the aviation industry threshold. But on the other hand, although our country government liberalized aviation limit, and introduce relevant policies to encourage foreign investment, private capital investment to the aviation industry aviation industry, but because of special properties, the investment of private capital in the airways by firm size and financial constraints, it is difficult to the same price with the big three airlines. Aviation service, so our country aviation market is still made up of three large air monopoly, for the new airline how to choose the operation strategy is very important.This article uses the theory research combined with case study method, through to the Southwest Airlines development pattern analysis, summarizes the successful experience of foreign low cost airlines. At the same time with the Spring Airlines as an example, using the SWOT analysis method to analyze its advantages and opportunities, conclusion that Spring Airlines facing the development of China’s aviation industry a great opportunity, and low cost aviation is just to meet most of China’s middle-income consumer airline travel demand, therefore, Spring Airlines using low cost strategy as the company’s development strategy is correct and feasible, the Spring Airlines marketing strategy and puts forward some suggestions, such as the low cost strategy based on additional differentiated services, and strategic alliance. Finally, we put forward the existing problems in the development of civil aviation and gives relevant suggestions.This article analyzed the spring company’s marketing strategy and put forward the related proposal, try to help Spring Airlines better establish the development strategy, also provide referential basis to other civil aviation company.