Research on the Evaluation of Core Competitiveness of Full-service Airlines in China

In the increasingly competitive aviation transport market, full-service carriers, which occupy the dominant position in the market, are facing many development bottlenecks, such as the surge in operating costs and the decline in service standards. Therefore, it is necessary to comprehensively analyze the key competitive factors that affect the development of enterprises from the perspective of core competitiveness, so as to guide enterprises to rationally allocate resources and improve its comprehensive strength. Through the construction of the evaluation index system of the core competitiveness of all service airlines, the fractal theoretical model with more scientific, practical and application prospects is studied and used to evaluate the core competitiveness of 10 full-service airlines in China in 2018. Model analysis proves that among the four major airlines, China Southern Airlines and Air China have the strongest core competitiveness. In terms of sub-dimension competitiveness, some small and medium aviation companies have shown excellent market competitiveness.