Competitive Strategy Of The Management Website Of Government Procurement Of Official Airline Tickets

In 2014,Treasury Department and the bureau of civil aviation jointly issued Circular on Strengthening the Administration of Purchase of Official Airline Tickets,to promote the government procurement of air tickets across the whole country.To comply with the development trend of Internet and civil aviation information construction,this reform breaks the original way of fixed procurement and develops a management website,which called the management website of government procurement of official airline tickets.It integrates the government procurement work with sales via Internet to realize high information.With more comprehensive information,more transparent prices,more secure in payment and more convenience of transactions,network sales also cater to the modern network consumption habits.Thus,on the one hand,it is in line with the principle of government procurement--"equal,open and honest",on the other hand,it helps to realize the personalized services for the passengers,improve products and services to maintain competitive advantages.As an organization to implement the policy,CAAC Settlement Center takes the responsibility for the website's overall management and operation.Having been run for two years,users on government's the management website have been more than400,000 with the annual sales of more than 1 billion.However,the market share is less than 20% of the entire official airline ticket market share.With the further promotion of the policy,the problems of the traditional offline channel gradually emerged.How to flexibly take advantage of the Internet to handle the bottleneck encountered in the reform process?It will be the key to CAAC Settlement Center's strategy.Combined with the operating status and existing problems in the online and offline sales channels of the official airline ticket market,this paper analyzed plentiful data and references related.With the analysis of the macro market environment and industrial environment of the official airline ticket market,and the analysis of the internal capability of CAAC Settlement Center,the paper also expounds the SWOT matrix of the management website of government procurement of official airline tickets,which contains the advantages and disadvantages of the website,as well as the opportunities and threats,to puts forward the competitive strategy and safeguard measures for the website,providing reference effect for the future development,as well as practical ideas to handle the bottlenecks and difficulties encountered in the reform of official airline tickets.