中国东方航空股份有限公司客运服务品牌战略研究

发布时间：2018-05-12 17:08

本文选题：服务品牌 + 多品牌战略　；参考：《西北大学》2008年硕士论文

【摘要】： 随着航空运输的全球化、产品销售的市场化,航空业之间的竞争也日趋激烈。研究和制定航空企业适用的旅客运输服务品牌战略,能够使其正确处理短期利益与长期利益的关系,实现经济效益的稳定提高,使企业获得竞争优势。在我国民航体制改革出台、三大集团成立之后,作为高投入、高科技、高风险的大型航空企业出了:提供高质量航线网络和高等级航空产品、被主流旅客认可、与世界主流航空公司匹敌的新思路。其中“提供高等级航空产品”逐渐成为了航空企业间竞争的重要砝码。中国东方航空股份有限公司(下简称东航)多年来,战略系统逐步完善,实行“航空客运与货运为龙头、以航空运输主业(旅客运输服务)发展为主体,与相关产业协调发展、优势互补”的发展战略。虽然方向性、思想性、条理性都很好,但操作性稍差。由于近年来东航主业的竞争力下降,公司整体竞争力随之下降。国际主要市场的航空业发展经验表明:具有良好品牌的航空公司能够在航空业的长期竞争中保持优势地位,新加坡航空公司和美国西南航空公司的经营历史也从实证上表明了这一点。本文以相关理论为指导,主要运用实证分析法及SWOT分析工具,结合东航发展的实际情况和总体思路和目标,对东航客运服务品牌战略的选择进行研究,转变其航空主业战略方向,制定出实施一个公司多个品牌战略,使之成为东航区别其他公司的一个重大差异化的优势竞争战略。同时侧重于集中优势资源打造高端品牌,利用剩余资源发展低端品牌,注重高端品牌的品味、内涵,实施一个公司多个品牌的竞争战略。该战略对于东航发展的整体性、长期性、基本性也有着至关重大的意义。本文在借鉴国外各航空公司运用企业战略获得成功范例的基础上,以企业战略理论为指导,研究和制定东航旅客运输服务品牌战略,以实现企业经济效益的稳定提高。同时,也为我国航空运输企业有效确立和实施旅客运输服务品牌战略,促进民航运输业的协调和长远发展提供借鉴和参考。
[Abstract]:With the globalization of air transportation and the marketization of product sales, the competition between aviation industry is becoming more and more fierce. The study and formulation of suitable passenger transport service brand strategy for aviation enterprises can make them correctly handle the relationship between short-term and long-term interests, realize the steady improvement of economic benefits, and enable enterprises to gain competitive advantages. After the introduction of the civil aviation system reform in China and the establishment of the three major groups, as a large aviation enterprise with high investment, high technology, and high risk, it has been recognized by mainstream passengers as providing high quality airline networks and high grade aviation products. New ideas to rival mainstream airlines around the world. Among them, providing high-grade aviation products has gradually become the important weight of competition among aviation enterprises. China Eastern Airlines Co., Ltd. (hereinafter referred to as China Eastern Airlines) for many years, the strategic system has been gradually improved, the implementation of "Air passenger and cargo as the lead, air transport main industry (passenger transport services) development as the main body, and related industries coordinated development," The development strategy of complementing each other's advantages. Although directional, ideological, organized are very good, but slightly less operational. As the competitiveness of China Eastern Airlines main industry declined in recent years, the overall competitiveness of the company declined. The development experience of the aviation industry in the major international markets shows that airlines with good brands can maintain an advantage in the long-term competition of the aviation industry. The operating history of Singapore Airlines and Southwest Airlines also demonstrates this empirically. Under the guidance of relevant theories, this paper mainly uses empirical analysis and SWOT analysis tools, combined with the actual situation, general ideas and objectives of the development of China Eastern Airlines, to study the choice of China Eastern passenger transport service brand strategy. To change the strategic direction of its main aviation industry, to formulate the implementation of a company's multi-brand strategy, making it a major differentiated competitive strategy for China Eastern Airlines to distinguish other companies. At the same time, it focuses on concentrating advantage resources to build high-end brands, using surplus resources to develop low-end brands, pays attention to the taste and connotation of high-end brands, and implements the competitive strategy of multiple brands in a company. This strategy is of great significance to the development of China Eastern Airlines. Based on the successful application of enterprise strategy by foreign airlines and guided by the theory of enterprise strategy, this paper studies and formulates the brand strategy of passenger transport service of China Eastern Airlines, so as to realize the steady improvement of economic benefits of enterprises. At the same time, it also provides reference and reference for China's air transport enterprises to effectively establish and implement passenger transport service brand strategy and promote the coordination and long-term development of civil aviation transport industry.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F562.6

【引证文献】