| Low cost airlines first appeared in 1970 s, it has become the focus of the whole world after the establishment of American southwest airline, then Europe and Asia have also set up low-cost airlines. China is still in its infancy in this field in, low cost aviation contains a huge space for development. In February 2014, the Civil Aviation Bureau issued the guidance of the civil aviation authority on promoting the development of low-cost airline, in order to create a relaxed environment for low cost airline's development, increasing policy support. In the future, the popularization of China's civil aviation industry will enter the era of popular consumption, which provides an opportunity for the development of low-cost aviation industry.In 2004, Chinese civil aviation transportation is open to domestic private capital, the low cost airline operation mode was produced. Spring Airlines was established in 2004, becoming the only one which is truly located in low cost airlines, and put into commercial operation in 2005, achieved flight in July. Spring Airlines always adhere to the spirit of low cost mode since its inception for ten years, in order to achieve the goal of “let everybody fly”. It overcame the difficulties although the voices were not optimistic. It sought market opportunities, enhanced the competitiveness of enterprises, and strived for innovation. Spring Airlines created a lot of miracles, its sailing has been profitable for ten consecutive years, which has a good momentum of development. On the basis of learning the foreign low-cost airline model, Spring Airlines adjusted flexibly according to the characteristics of the domestic market in the tactical environment, rather than copy the foreign experience. Through years of hard work, the low cost concept is gradually accepted by the Chinese, the scale of enterprises expand gradually, assets has been added from 80 million yuan to the original 16 billion 486 million yuan today, and successful being listed in January 2015, becoming China's first aviation stocks. Currently there are ten low-cost airlines in China, including Spring Airlines, Western Airlines, Happiness Airlines and so on, but Spring Airlines is the only one which achieved sustained profitability.Based on the theory of competitive strategy of Professor Michael Porter, the article analysed the Spring Airlines industry environment from the four aspects of political, economic, social and technical, with the stduy of potential entrants, substitutes, bargaining power of buyers and suppliers bargaining power, industry competitors research, in-depth analysed Spring Airlines' s competition environment, and use the SWOT method to analysis its competitive power. Then, described the elements of the cost of airline Spring Airlines, analysed the cost structure according to the data of the operation and financial statements, and compared with the full service airlines, in order to highlight its cost advantage, and emphasizes the necessity and importance of carrying out the strategy of low cost. Then, through the analysis of Spring Airlines' s cabin type selection, cabin setting, aircraft utilization, visiting rate, sales expenses, administrative expenses and other indicators, deeply studied its specific measures of low cost strategy, refining the success factors of the essence. Finally, according to the successful operation of Spring Airlines, combined with its' special industry environment and the new market environment, put forward relevant recommendations for the construction of low cost aviation industry in China.Spring Airlines has absolutely representative in the low cost aviation field, the research results of this paper are useful to guide the practical operation of the low cost aviation enterprises in China, and has irreplaceable reference to other low cost airlines. It has important reference value to explore the pattern of this one trade trends in the development of our country, and has a positive significance for the development of aviation industry in China. |
PDF Full Text Request