Study On The Competitive Strategy Of S.R.Jet Co.Ltd.

With the economic development and the accumulation of private property,the business aviation market in China has been growing fast.The Chinese government has continuously introduced open policies in the business aviation area in order to attract the funds from the national and private aviation enterprises to carry out the operation of business aviation.Therefore,the competition in the business aviation industry is more and more fierce,and consequently the enterprises are facing opportunity and challenge together.So how to make a sustainable development strategy for the business aviation enterprises,especially for small-medium enterprises,is the research target in this thesis.S.R.Jet Co.is a business aviation operating company that was established recently but making rapid progress in China.It has more than 12 aircrafts currently.Its business covers business jet management,charter flight,ground handling service,emergency medical rescue,FBO(fixed base operation),and so on.In this thesis,S.R.Jet Co is chosen as the research object.The strategic administration theory and inter organizational relationships theory-resource dependence theory are applied.Qualitative analysis of SWOT and PEST is established by the literature review and enterprise investigation to study the competitive strategy of S.R.Jet Co.Ltd.The thesis firstly analyzes the current situation,market prospect and micro environment of Chinese business aviation industry by considering the enterprises developing goal and destination,and then formulates a strength-growing strategy to S.R.Jet Co according to its own situation.After that,the differentiation strategy is further adopted in the marketing strategy of S.R.Jet Co.Ltd by evaluating the advantages/disadvantages and using SWOT analysis.The relationship between S.R.Jet Co.and external environment is studied base on the resource dependence theory.The resource is decided as the core to match the developing strategy,such as product differentiation strategy,service extension strategy,brand building strategy and alliance-building strategy.Finally,the safeguard measures for the implementation of the strategy are introduced.The service image is strengthened by improving organization management,business processes,and marketing concept.