Research On The Development Strategy Of China Cargo Airlines Limited

China Cargo Airlines Ltd was founded in1998, it is the first Chinese cargo airlines which specialized on freight and mail transport business. The air cargo market developed rapidly those years, China Cargo Airlines Ltd gained large profits at the beginning of establishment without the competition of too many foreign and local air cargos. It had Achieved good operating performance, and went through a period of golden age.With the implementation of sky open policy and boat authority opening gradually in China in recent years, Chinese government support the air cargo energetically, The intensification of the market competition make China Cargo Airlines Ltd continuous sharp losses. t The main reason of losses is the company’s development strategy is not clear, and the positioning is not accurate, China Cargo Airlines Ltd missed the best period of development because of the lack of response to the market environment changes in the effective countermeasure.This article focus on the development of air cargo, in view of the present situation and problems in the development of industry of company, Apply the strategy management theory of enterprise development,and PEST analysis, Potter’s five force model, and so on. analysis the development trend of Chinese air cargo traffic in the future, and the Strategy external environment of China Cargo Airlines Ltd. Based on the comprehensive analysis of strength, weakness, opportunity and threat with the.SWOT method, proposed the strategic direction and choice of China Cargo Airlines Ltd that transition from a conventional air cargo carrier to modern logistics enterprises as soon as possible, then to carry out express, shipping trade and other business after the mainly business on the basis of the main industry strongerThe article is divided into six parts. The first part is the preface; second part is the strategy and strategic level, and the experience of study and research about strategic management theory; the third part is the analysis of air cargo market, using the data for Explanation and demonstration; the fourth part is the air cargo development strategy positioning, refer to strategy management theory. the fifth part is the implementation of the strategy, resource integration, competitive advantage and related solution; the sixth part is a conclusion.