Study On The M Airline’s Competition Strategy

With the process of Chinese reform and opening up,civil aviation has gradually faded away from mysterious cloaks in China,slowly entering the lives of ordinary people.The popularity of civil aviation has made it a place in the mass transit system.Over the years,China’s socialist market economic system has gradually developed and matured,effectively driving the enthusiasm of consumers and producers in various industries.As one of the representatives of private aviation,M Airlines uses Shanghai as its corporate base to explore high-end business travelers in the market under the full service strategy,supplemented by a certain degree of price to open the market.After years of development,M Airlines has basically established itself in the Shanghai market and successfully listed in 2015.The company’s brand value and awareness have been greatly improved.However,M Airlines still faces many challenges.At present,the three major airlines control most of China’s civil aviation market resources;similar low-cost airlines continue to refine on the road of low-cost operation,stealing a large number of low-end passenger sources;high-speed rail is developing rapidly.Gradually changed the way people travel habits;the global economic growth slowed down,business travel passengers were shrinking risks;the country’s anti-corruption efforts increased,and first-class sales declined.This series of problems will bring a lot of uncertain factors to China’s civil aviation market,and the small-capacity auspicious aviation anti-risk ability is naturally incomparable with the three major airlines.Once the company’s strategy is biased,it may not be able to turn back,even Going on the road to be acquired.Therefore,M Airlines wants to take advantage of the good opportunity to flood into the market after the listing,accelerate the company’s own strength and core competitiveness,and thus have a higher competitive advantage and market share in the civil aviation market,how to develop scientific competition.The strategy is of great significance to the long-term development of M airlines.This paper firstly states the significance and background of the research on the strategic strategy of auspicious aviation.It summarizes the related research at home and abroad by reading a large number of documents,and explains and explains the theoretical knowledge and analytical model used in this paper.Then through the PEST model and Porter’s five-force model,the external macro environment and competitors of M Airlines are analyzed.The civil aviation industry now has good development opportunities,although the rapid development of large airlines and high-speed rail will bring certain certainities to M Airlines.Impact,but overall,the external environment of Lucky Air is still more than a threat.Then,M Airlines conducted an analysis of internal resources and capabilities.M Airlines has excellent base resources and service resources.At the same time,its operational capability and profitability are higher than the industry average,even surpassing some large airlines,but the nationalization of M Airlines.The low level,limited route network and insufficient core talents will become an important factor limiting the company’s development.Finally,combined with the above analysis of the internal and external environment of the auspicious aviation,the SWOT matrix comprehensive evaluation is used to select the competitive strategy most suitable for auspicious aviation.The author believes that in order to avoid the vicious competition of homogenization and low price,M Airlines should implement a differentiated competition strategy based on the determination of the reverse strategy.The differentiated competition strategy of M Airlines is to create “the outstanding representative of HVC high-value airlines” and realize the triple value of customers,employees and shareholders.Auspicious airlines should closely follow the differentiated competition strategy and adopt the route of route differentiation,business management differentiation,differentiated service,differentiated fleet models,information construction differentiation and brand marketing differentiation.Solid security,healthy growth,stable operation,high efficiency and excellent service measures to ensure the realization of differentiated paths.