中国国航品牌竞争力发展战略研究

发布时间：2018-01-03 09:53

本文关键词：中国国航品牌竞争力发展战略研究　出处：《对外经济贸易大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,我国航空市场呈现出巨大的发展潜力,大量海外知名航空公司纷纷进驻我国占领市场。随着旅客购买力和品牌意识的逐渐增强,对航空服务的要求也日趋精细化和多元化,竞争者数量和旅客期望值的增加都对中国本土航空公司提出了挑战。从海外航空公司成功的实践经验来看,成功的品牌战略不仅使航空公司的产品增值,获取利益的最大化,更能不断发掘和培育企业的创新能力和增长潜力。面对国内外航空竞争者的挑战,国航如何从单纯的价格竞争走向高层次的品牌竞争,摆脱竞争中的劣势地位,已成为国航深入思考和探索的课题。本文对国航发展现状及问题展开分析,首先阐述了国航概况,从生产能力、经营成本控制分析、航线分析、服务水平、国航品牌价值方面对国航发展现状展开分析。从而提出当前国航发展面临的主要问题,包括竞争力有待提升、品牌建设能力不足、客户满意度有所下降。通过进行国航市场环境分析,得出国航品牌竞争力的内外部来源因素,提出国航品牌竞争力发展战略与实施,明确国航品牌竞争力战略实施方案与原则,以切实提升中国国航品牌竞争力。
[Abstract]:In recent years, China's aviation market has shown great potential for development, a large number of overseas well-known airlines have entered China's occupation of the market. With the gradual increase of passenger purchasing power and brand awareness, to the aviation service requirements have become increasingly sophisticated and diversified, and the increase in the number of passengers are expected value of competitors is a challenge to the local Chinese airlines. Airlines from overseas successful experience, the success of the brand strategy is not only the value of the company products, to maximize profit, can continue to explore and cultivate the innovation capacity of enterprises and growth potential. Facing the challenge of aviation competitors at home and abroad, Air China to high level from the simple price competition the brand competition, get rid of the inferior position in the competition, has become the air deep thinking and exploration of the subject. In this paper, the development status and problem of the air launched on the first The first describes the air situation, from the production capacity, operation cost control analysis and route analysis, the service level, to analyze the current situation of the development of Air China Air China brand value. And put forward the main problems in the development of Air China, including the construction of brand competitiveness should be improved, lack of capacity, customer satisfaction declined. Through the analysis of the market environment of Air China internal and external factors, the source of brand competitiveness of Air China, Air China development strategy and implementation of brand competitiveness, brand competitiveness Clear Air China strategy implementation plan and principles, in order to effectively improve air China brand competitiveness.

【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F562.6

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