Research On The Strategic Management Of BH General Aviation Tourism Company

General Aviation Tourism is a new type of business formed by the integration of General Aviation and tourism which is popular with aviation enthusiasts and tourists in recent years,and it has gradually become one of the hot spots of mass consumption.With the continuous advancement of the reform of China’s low-altitude airspace,the State has issued a number of policies to support the development of general aviation enterprise which has an unprecedented opportunity to develop.BH General Aviation Tourism Company as one of the few general aviation enterprises specializing in general aviation tourism projects in Dalian at present,relying on the rich tourism resources in Dalian,its future development prospect is broad.But the company is just getting started and still in its infancy,there are many problems in the enterprise including unstable core competitiveness,weak profitability,poor market adaptability,no clear development strategy and so on.The company urgently needs to seek the enterprise future development road.This paper takes BH General Aviation Tourism Company as the research object,using strategic management theory and analytical tools to research,to develop effective development strategies in line with the characteristics of BH General Aviation Tourism Company and indicate the direction of development.This is the focus of this paper.This paper starts with the external environment of the enterprise,use PEST analysis tool and Porter’s five forces model to analyze the opportunities and threats faced by enterprises.Through the internal resources and development status of the enterprise to sort out the advantages and disadvantages of the enterprise.Secondly,with the help of SWOT analysis matrix,four different development strategies are obtained by recombining the information from the four aspects of advantages,disadvantages,opportunities and threats faced by the enterprise.Combined with the actual situation of the enterprise,we finally choose WO’s turnaround strategy,which is to overcome its own disadvantages and make up for its shortcomings by seizing external opportunities,so as to realize the sustainable development of the enterprise.Thirdly,according to the characteristics of the torsion strategy,the mission,vision,strategic positioning and strategic objectives of the enterprise are put forward.Finally,it puts forward strategic implementation measures from five aspects of brand building,business development and product optimization,strategic cooperation and correlation and interaction.At the same time,it gives the guarantee measures to improve the organization structure,improve the human resource management,strengthen the construction of enterprise culture,increase the investment in infrastructure,and promote the diversification of financial mode.