Competitive Strategic Orientation of the Chinese Key Civil Aviation Enterprises Based on the Differential Customer Value

摘要

Since the implementation of gradual market reform at the end of 1980s, the key civil aviation enterprises in China have been hindered by their lack of an explicit competition strategy, which is directly shown in their indistinct market position, single profit model,and low asset utilization. Those phenomena are putting the companies at a highly significant disadvantage under the pattern of industrial competition resulting from the continually increasing openness of the skies. This paper uses customer value theory as an analytic tool and segments the civil aviation market based on an appeal to customer differential value. On the basis of our research, we propose a competition strategy for the key civil aviation enterprises in China based on differential customer value.