Research On The Development Strategy For Southern General Aviation Co.,Ltd.

General aviation is the general term for all aviation activities except military aviation and public air transport.In recent years,China’s general aviation industry has developed rapidly.During the 13 th Five-Year Plan period,China’s general aviation industry completed 4.588 million hours of flight operations,with an average annual growth rate of about 5.2%.However,compared with the foreign experience of general aviation development,the current situation of general aviation development does not match and adapt to our country as the world’s second largest economy and exuberant social demand.The Southern General Aviation Company studied in this paper(hereinafter referred to as Southern General Aviation)is a well-known domestic general aviation transport enterprise.Its main business is offshore oil service.It has adhered to the road of professional development for 40 years and has become the second largest helicopter service provider for offshore oil and gas platforms in China.In 2014,due to the environmental impact such as the decrease in offshore oil production,the company’s total operating revenue and profit plummeted,exposing various problems in the company’s operation,including the market development ability to be improved,the enterprise development strategy to be clarified,the inflexible system and mechanism,and the high operating cost caused by the business characteristics,which also accelerated the company’s thinking on the enterprise development and transformation strategy.How to strengthen the advantages in the main business market competition,while optimizing the business scope and income sources,in order to enhance the enterprise’s anti-risk ability,is the current key task facing the enterprise.In the current development environment of general aviation industry,this paper studies the development strategy of general aviation in the south by using the theories of strategic management and general aviation industry knowledge.Based on the analysis of the development status of Southern General Aviation,the internal and external strategic environment of the company is comprehensively analyzed,and the financial resources,market resources,technical resources and human resources of Southern General Aviation are sorted out by using the theories of PEST,Porter’s five Forces model,and the tools of EFE,IFE,SWOT matrix,etc.The management ability,innovation ability,marketing ability and service ability of Southern General Aviation are analyzed.Summarize its opportunities and threats,advantages and weaknesses.According to the company’s vision and short-,medium-and long-term development goals,this paper believes that the current strategic direction of Southern General Airlines is basically correct and there are still many room for improvement.Based on this,it puts forward the multi-level combination of business mix strategy and the result of the selection of main business and auxiliary business.Put forward the business operation model around the market positioning and customer management,including: the main fleet needs high-value business,echelon professional and technical personnel needs continuous business,high safety level to enhance brand value,strengthen the market positioning led by transportation services and different customer management strategies;Based on the enterprise reform and management improvement,the author puts forward the alternative path of system reform and innovation development and the general idea of human resources construction.Put forward the concept of planning and distributing infrastructure to achieve sustainable development around external expansion and cooperation;Put forward the marketing and investment and financing development model recommendations,as well as strategic support measures.It is concluded that the overall environment of southern general aviation industry is good,SO we should seize the external opportunities,give full play to our own advantages,supplement the weak points,and seek steady development with SO strategy as the guide.In addition,this paper studies the development strategy selection and implementation measures put forward by Southern General Aviation under the new situation,which can also provide some reference for the future development of other general aviation companies.