Research On Market Competition Strategy Of NF Aviation Xi'an Branch

Since the'80s,after CACC promoting the reform of government and enterprise,has experienced the merger of three giant airlines,the encouragement of airlines establishment and the forceful inner motivation of industry.And as the growth of per capital disposable income,the national consumption has stimulated the economic transition,inspiring the development of civil aviation.Considering that China has already been the second largest civil aviation transportation country in the world,NF Airlines sets up branch in Xi'an in 2014 while it has faced the relatively higher competitive pressure so far,showing up in a downward trend of capacity share yearly.To deal with such problem,a distinct market position and a sustainable market competition strategy are indispensable.This thesis serves to analyze and explain the current situation of NF Airlines Xi'an branch in term of its development status and the competitive condition of Xi'an civil aviation market.Such conclusions are based on empirical research and case studies.Using Porter's Five Forces to analyze the competitive environment of the industry.For instance,using positioning theory to achieve market segmentation,identify the target market and thereby determine the market development position of NF Airlines Xi'an branch.Additionally,this thesis clarifies the competitive strategic goal of NF Airlines Xi'an branch specifies the sub-strategy of route network layout of quaternary structures including main route,pilot route,strategic route and tracking route.It also states the aircraft introduction of sub-strategy which is characterized by taking narrow-body aircraft for domestic routes,wide-body for international route,and appropriately introducing Boeing 738 without cabin layout modification.Furthermore,it puts forward the accurate marketing product design based on Smart Targeting and optimizing marketing channels for different target market.Thus,this thesis elaborates safeguards and guarantees on all sides to implement strategy smoothly,forcing on the resources acquisition of flight schedules,the introduction of aircraft,marketing team building,the improvement of air-ground services,the internal policies of NF Airlines and so on.In view of the objective situation that the management of domestic civil aviation enterprises is conventional and outdated,this thesis expands the application of Positioning theory and Porter's Five Forces in the strategy formulation of civil aviation enterprises.Therefore,this thesis relates practice tightly and proposes a novel approach for the management of civil aviation enterprise.