Case Analysis Of The HA Company’s Innovation Strategy

In recent years,under the background of the global economics encountering a downward cycle,the frequent occurrence of black swan events and the slowdown of domestic economic growth,many industries and enterprises are facing unprecedented challenges and obstacles.The civil aviation airport industry,as an industry strongly related to the growth rate of national economy,the growth rate of disposable income per capita and the demand of passenger transportation,has also changed from high-speed growth to moderate development.HA company,the second largest airport management group in China,is a group company mainly engaged in airport investment,construction,operation and management as main business status,which is significantly impacted by the changes in the economic environment.First of all,its parent company has encountered a serious liquidity crisis;secondly,there is the passenger throughput capacity of its two major airports has reached saturation state,its business growth index has encountered an obvious inflection point,the revenue scale cannot continue to expand,the asset scale has not significantly increased,the innovation development momentum is insufficient,the enterprise value has not been improved constantly,that means,HA company has encountered a growth bottleneck,has to face important strategic adjustment and strategic innovation.Based on the objective and realistic problems that HA company faces above,this paper analyzes the internal and external environment of its development,uses the "Porter’s Five Force Model" to point out that "product differentiation strategy and concentration strategy" should be the direction of competitive strategy choice;uses "SWOT Method" to analyze that we should develop in the direction of "diversification strategy";and uses "The Second Curve Innovation Model" to analyze to get the suggestion of "needing to implement the innovation strategy and carrying out the second curve innovation".Based on the actual situation of HA Company,the innovative strategic guiding ideology of "ensure the stability of the main aviation industry and quickly cultivate new business growth points" is combed out;the strategic positioning of "taking airport management as the core and combining diversified business to create a world-class excellent airport operation and management service provider" is determined;the direction of HA company’s innovation strategy business through the development of parking lot business is explored;the routine implementation path and innovation implementation path of HA company’s development of parking lot business is analyzed in details;at the same time,the guarantee measures,risks and countermeasures of HA company’s implementation of innovation strategy business is put forward.This paper is a special analysis and research on the case of HA innovative strategic business parking lot,which aim to provide some strategic innovation theoretical research ideas and strategic innovation case reference for HA company to solve the development bottleneck problem,assists HA company to complete strategic transformation and adjustment through strategic innovation business,crosses the discontinuous growth gap to realize greater enterprise value.Meanwhile,it also provides other similar companies with a reference case of strategic research,strategic adjustment,strategic innovation,crossing the discontinuous growth.