亚洲航空武汉—曼谷航线的商业计划书

发布时间：2018-03-14 15:58

本文选题：商业计划书　切入点：亚航　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展、旅游业的兴盛以及航空管制的放宽，低成本航空在亚太地区的成长十分迅速。中国航空运输市场作为世界上最活跃的新兴市场之一，，对低成本航空公司亚航来说拥有巨大的商业价值。通过在珠三角地区开设航线积累了丰富经验，亚航又将目光投向武汉，计划开通武汉—曼谷航线，进一步开拓在中国中西部的客源市场。本商业计划书以亚航武汉—曼谷航线项目为研究对象，运用PEST模型和波特五力模型对宏观环境和行业环境进行了分析。通过对亚航自身战略目标、运营特点的分析，结合内外部环境，综合考量项目的优势、劣势及所面临的机会和挑战。在以上分析的基础上，本商业计划书对目标市场和营销策略组合进行了选择，并对项目未来的运营情况进行了预估。通过关键性财务指标的分析以及敏感性分析，证明项目有较强的盈利能力。通过对项目对各类风险管理策略的分析，证明其有较强的规避风险的能力。由此得出项目可行的结论。本商业计划书的撰写目的是梳理在MBA学习中学到的各种理论知识，将其融会贯通，以提升分析和解决实际问题的能力，同时也希望为企业运营提供一定参考。
[Abstract]:With the development of economy, the prosperity of tourism and the relaxation of aviation control, low-cost airlines are growing rapidly in the Asia-Pacific region. China's air transport market is one of the most active emerging markets in the world. AirAsia, a low-cost airline, has enormous commercial value. Having accumulated rich experience in opening routes in the Pearl River Delta region, AirAsia has turned its attention to Wuhan and plans to open the Wuhan-Bangkok route. We will further develop the tourist market in the central and western regions of China. This business plan takes the Wuhan-Bangkok airline project of AirAsia as the research object, and analyzes the macro environment and industry environment by using PEST model and Porter five force model. Based on the above analysis, this business plan chooses the target market and marketing strategy combination, considering the strengths, weaknesses, opportunities and challenges of the project. Through the analysis of key financial indicators and sensitivity analysis, it is proved that the project has strong profitability. To prove that it has a strong risk-aversion ability, and draw the conclusion that the project is feasible. The purpose of this business plan is to comb all kinds of theoretical knowledge learned in MBA learning, to improve the ability of analyzing and solving practical problems, and to provide some reference for the operation of enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F562

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