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nding----------------------------------11 Chapter5 Chapter 5 Conclusion and Discussion------------------------------------------20 Reference----------------------------------------------------------------------------------------22 Acknowledgements At the completion of this thesis, I avail myself of the opportunity to express my heartfelt thanks to those who have helped during the preparation of this thesis and my study in the University. I particularly wish to express my sincere gratitude to my respected supervisor Professor for his encouragement in doing the present research and his patience and efforts in revising this thesis, for the constructive suggestions and critical judgments he made for improvement, and for his valuable lectures on the business strategies as well, without which this thesis would not have come into being. I would also like to extend my thanks to the other professors whose lectures have benefited me considerably during my study. I have enjoyed their teaching while absorbing nutrition from their lectures. Their enlightenment is of great help to the accomplishment of this thesis. My special thanks go to my friends for their greatly helpful advice, criticism, encouragement and friendship. Finally, I am obliged to my beloved family for their great support and dear sacrifices during these years. Chapter 1 Introduction 1.1 Research Question I has been interested in the air transportation and paid much attention to the analysis of the competitive strategies of foreign and domestic low cost aviation. The thesis reviews some analysis of the overseas low cost aviation’s operation mode, current operation mode of domestic low cost airlines, the status and development of domestic low cost air transportation marketing and the main obstacles of low cost operation in China. With the development of domestic air market, the mainstream state-owned airlines seize the most market, and the foreign airlines also show great interest in China air market. Therefore, it is difficult for the small low cost aviation to succeed in operating. Then the research question of the thesis is how to succeed for small low cost airlines within the complex environment of market in China, and the major competitive strategies for the small low cost airlines. 1.2 Research Objective In recent years, the low-cost international air waves rise all over the world. Except the old low cost airlines like Southwest Airlines, in Europe Ireland-based Ryanair, Britain's Easyjet, Asian Qantas Airlines and others gain outstanding achievement and become famous stars in their field after their establishment. The open Chinese economy more and more affect the world economy development through different extent. On one hand the deepening of China's economic reform and the development of global economic integration bring development opportunity to Chinese aviation industry. On the other hand, it brings much more competitive stress. Only the fittest can survive and develop. China's airlines future and the fate of each company will depend on each airline's position in the new environment. In the new market environment, in order to meet the challenges and get chance of survival and development for China's airlines, the most crucial point is its ability to take advantage of opportunities to develop, adhere to the strategy of low-cost, and develop the true sense of the low-cost airlines. But in China the low cost room for airlines is