Study On Development Strategy Of Eastern Operation Control

As China’s economic and social development and acceleration of civil aviation, building a new pattern of the Asia-Pacific and global aviation, has become the responsibility that the contemporary Civil Aviation participants must burden. When the new era of a well-off society comes in2020, China will enter the level of moderately developed countries, and the aviation industry will enter a new stage of development, and CAAC and CEA will also play a more important role in the international arena to better serve the country’s overall strategy of foreign economic and trade exchanges and international political activities.China Eastern Airlines (CEA), the state-owned enterprise, has been overcoming difficulties and inspiring passions in the pursuit of the higher goals since2000. After consolidation and reorganization of the Shanghai Airlines and taking opportunities of serving Expo2010, the comprehensive strength has been remarkably enhanced."World-class hospitality with Eastern charm" brand image is gaining more and more recognition.How to support China Eastern Airline’s formulation and implementation of overall strategy and play a key role is especially important for the airline operation and control center (AOC), the managing and coordinating department for China Eastern Airlines’flight safety and operation. This paper endeavors to proceed from the strategic management theory research, through the history and evolution of civil aviation operation control to analyze the external and internal environment of CEA’s operation control, and in depth analyze the command capabilities and sustained competitive strength of CEA’s operation control by leveraging the SWOT method. By analyzing the resources and core competences from the perspective of the value chain and referring to the best practice of Air China and China Southern Airlines in operational control areas, this paper aims at achieving the "technology-based, service-oriented and happiness-surrounded" strategic objectives for CEA’s operation control in the next five years.With this goal in mind, combined with the current situation, the judgment of the core competences of CEA’s operation control, and the belief that sub-strategies of functional departments are supposed to subordinate, support and contribute to achieving the overall strategy of CEA, the new combined growth strategy for CEA’s operation control has been determined. Continuous focusing on the operation safety as the roots, from the perspective of experiencing service satisfaction to create efficient operation information collection and distribution channels as the trunk, to play a key role in shaping the first-class brand, cost saving and revenue improving as the leaf, the CEA characteristics operation control evergreen trees will thrive.With this strategy, the paper also concerns the implementation of the strategy, which includes the integration of the strategy with organizational structure, resource supply, operating procedures, corporate culture and the art of management. Finally, the implementation and the dynamic adjustment of the strategy developed will be introduced through7specific cases,3key process controls during implementation and the risk management.