Research On The Differentiated Competitive Strategy Of Yunnan Q General Airlines

General aviation is an indispensable part of the national economic and social development of China’s civil aviation industry,which has remarkable social and economic benefits.Compared with countries with developed aviation,there is still a vast prospect for the development of general aviation in China.At present,the development of general aviation industry in China is gradually entering into a stage of rapid growth and the market potential of general aviation is being released at a fast pace.From the perspective of state support,China vigorously supports the construction of general aviation infrastructure and gradually opens the airspace at low altitudes,which provides favorable basic conditions and policy guarantee for the rapid development of general aviation.In terms of the development region,southwest area is an important region for the development of general aviation in China.In 2017,the general aviation industry in southwest China turned from high-speed development to high-quality development,presenting a steady development trend.As far as the competition within the general aviation industry concerned,the emerging general aviation enterprises are gradually increasing,while the general aviation enterprises with low productivity and poor economic efficiency are withdrawing step by step.With the rapid development of the whole industry,many general aviation companies and enterprises are still facing tremendous pressure to survive.Therefore,how to choose and formulate enterprise strategy in such a rapidly changing market environment and fierce competition is particularly important for the survival and development of general aviation companies.This paper,taking Yunnan Q General Aviation Company as research subject,analyzed the internal and the external environment of the research subject combining with enterprise development strategy related theories and analysis tools,and referring to the development history and cases of the general aviation powers,such as the United States and Brazil,selected the differentiated strategic plan based on the strategic plan provided by SWOT analysis and designed the goal,ideas and implementation paths of the differentiated strategy according to the actual situation of the company,and then from the perspective of management,proposed the safeguard measures of differentiated strategy from three aspects of resources,market and system to ensure the sustainability of the strategy.Main conclusions are shown as follows:1.Through the analysis of the development history and trend of the international and domestic general aviation industry,combined with the analysis of the development background of Q General Aviation,Q General Aviation has broad room for further growth and huge market potential.2.In the actual operation,Q General Aviation exposed some underlying problems,which restricted its development and affected its competitiveness.Based on the interpretation of the existing problems,an in-depth analysis of the internal and external environment of the company is made,the advantages,disadvantages,opportunities and threats of the development of the company are summarized through SWOT analysis,and the alternative plans for the company to select and formulate development strategy are provided.3.The development of general aviation in Yunnan has obvious regional advantages,and the market potential is huge.Based on the development status of Yunnan Q General Aviation and its own resources and capabilities,a differentiated strategic development goal and specific implementation path are proposed.4.In terms of the safeguard measures of the differentiated strategy,countermeasures and measures from three aspects of resources,market and system are put forward for the company’s internal management,business development and other specific projects,so as to ensure the sustainable implementation of the differentiated strategy.