Research On The Development Strategy Of H Airlines Dalian Branch

In recent years,due to the rapid development of tourism and logistics industry,China’s air transport industry has also ushered in great opportunities,with rapid growth of various indicators.In 2019,the total turnover of civil aviation transport industry reached 129.32 billion ton kilometers,and the passenger transport volume reached 660 million person times,an increase of 7.2% and 7.8%,ranking the second in the world for 15 consecutive years.Although H Aviation Dalian Branch is nominally named as a branch,it is actually the northeast hub base of H Group,and its strategic position is much higher than that of other bases and terminals in general cities.It is an important regional base for the group.The Dalian branch is not limited to the Dalian region,but the whole northeast region.Therefore,the group gives the branch a lot of decision-making autonomy in the northeast region,and can respond flexibly according to the local market and competitors.Based on the internal and external environment and cost control status of H-airline Dalian company,this paper discusses the optimization scheme of cost control in the competitive strategy orientation.According to the internal and external environment of H airline,this paper uses pest and Porter’s five forces analysis method to analyze the strategic positioning,determines the competitive strategy of H Airline: the strategy of combining product differentiation with low operating cost,and puts forward H airline’s competitive strategy.There are three directions of cost control based on competitive strategy for airlines:(1)carry out business activities with low operating cost as the enter;(2)continuously provide differentiated route products and services and establish competitive advantages in the regional market;(3)expand areas other than air transport business,and increase new profit growth points.At the same time,the paper starts from five links of purchase,development,sales,operation and after-sales,identifies key activities and cost drivers,finds out a series of problems in cost control of H airline,and puts forward the cost control optimization strategy and guarantee measures based on the competitive strategy of H airline,in order to optimize the cost control of H airline on the premise of maintaining its long-term competitive advantage.