Research On The Development Strategy Of Hebei Airlines Co.,Ltd.

Hebei Airlines Co.,Ltd.has been losing money for many reasons since the company was founded in 2010.In 2014,Xiamen Airlines carried out a strategic reorganization of Hebei Airlines Co.,Ltd and then gave supports on expert professionals,funds and other aspects.Hebei Airlines Co.,Ltd was able to break even and start making profits in 2015 and started a new chapter in its development.The most significant background feature for the development of China’s civil aviation is to reduce the speed,to adjust the structure and to improve the quality.In 2019,the new airport of Beijing is to be built and put into use.Hebei Airlines Co.,Ltd.is sure to have business there.As an important strategic chess piece for Xiamen airlines to enter the North China market,the management of the company attaches great importance to the future development strategy choice.The main purpose of this paper is to find appropriate development strategy for Hebei airlines to survive in the fierce market competition and then seize the strategic opportunity for further development.The first chapter of this article is the introduction part,which mainly discusses the background and significance of the topic,briefly describes the status of the research on the development strategy of airlines at home and abroad,and introduces the logical framework and innovation points of this article.The second chapter is a summary of the related theories,mainly discussing the development process of the enterprise development strategy,and the thoughts and theories which this article is based on,and laying a solid theoretical foundation for the research.The third chapter is the analysis of the external environment of Hebei Airlines Co.,Ltd.,.The PEST model is used to analyze the macro environment,and the five forces model of Potter is used to analyze the industry competition environment.After the analysis of the two direct competitors of Hebei Airlines Co.,Ltd.,the Hebei branch of China United Airlines and the Spring Airlines Hebei branch,the competitive profile matrix(CPM)is built.Finally,the external factor matrix(EFE)is constructed to summarize the opportunities and threats in the external environment of Hebei airlines Co.,Ltd.In the fourth chapter,the internal environment of Hebei Airlines Co.,Ltd.is analyzed,and the enterprise resources arefully analyzed in accordance with tangible resources,intangible resources and human resources.And summing up the enterprise capacity of Hebei Airlines Co.,Ltd.combining the enterprise culture to obtain the advantages and disadvantages of the internal factors of the company to build the internal factor matrix(IFE)for the Hebei Airlines Co.,Ltd.In the fifth chapter,the SWOT matrix is used to match the development strategy of Hebei Airlines Co.,Ltd.According to the vision of the company,we can draw a general development direction.According to the principle of feasibility and applicability,it is concluded that the development strategy suitable for Hebei Airlines Co.,Ltd.should be a strategy of intensive growth.We should continue to introduce the aircraft,expand the coverage of the route,manage to improve the operation efficiency and profitability,improve the service quality of the passenger,and improve the brand value and influence.Finally,in the sixth chapter,in order to ensure the effective implementation of Hebei Airlines Co.,Ltd.development strategy,specific measures from four aspects are put forward.Production and operation,operation management,brand construction and human resource management.I hope this article can provide reference for the development strategy of Hebei airlines,and can be used for reference for the development of other regional small and medium airlines in China.