African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153


Strategy risk research on Chinese aviation market: Based on Analytic Network Process (ANP) and the Fuzzy assessment method

Wang Yong
School of Management, Shanghai University, Shanghai 200444, China.
Email: [email protected]

  •  Accepted: 24 March 2011
  •  Published: 31 March 2011



At present, Chinese aviation market is a bloody competition market, to compete from the strategy management point is a new thinking. Based on a review of related concepts, this article identifies the strategy risks in Chinese aviation market through WBS-RBS and interview methods. The Analytic Network Process (ANP) method is used to assess strategy risk and to rank strategy risk factor within Chinese aviation markets. Using triangular fuzzy numbers this study determines the differences between the strategy risks of various Chinese airlines. Among 16 strategy risk factors, strategy change and environment are the biggest risks. Of the 12 Chinese airlines studied, Air China has lowest strategy risk, and Okay Airways has the highest strategy risk.


Key words: Strategy risk, ANP, triangular fuzzy numbers, airlines market, risk assessment.