四川航空公司竞争战略研究

发布时间：2018-05-13 04:31

本文选题：四川航空公司 + 竞争战略　；参考：《昆明理工大学》2017年硕士论文

【摘要】：改革开放后,中国经济迅速崛起,中国的民航运输业也跟随中国经济快速腾飞。中国有诸多发展航空业的有利条件。首先中国有13亿人口,经济的崛起使人民的生活水平普遍得到提高,造就了大批的中产阶层人群和商务人士,为航空运输业的发展提供了庞大的客户群体,原来属于小众人群乘坐的飞机逐渐成为大众的选项;其次收入的提高造就了旅游业的火爆,暑运、春运、国庆等节假日,重点旅游线路更是一票难求;中国网购热潮的兴起也促进了航空货运业的发展;中国辽阔的国土和统一的市场都为航空业的发展提供了天然的优势。中国航空业在快速发展的同时,也面临着很大的竞争压力。中国高铁建设的快速发展更是让中国的航空公司面临前所未有的强大竞争者;2005年后,中国开放民营资本进入航空业,各小型航空公司更是“遍地开花”,加剧了国内航空业内部的竞争。因此中国航空公司的发展既面临着机遇,也面对着诸多挑战。航空公司要在这种环境下生存和发展,必须制定适合自身发展的竞争战略,把握机遇,加强自身竞争力,为公司长远发展打下基础。本文首先描述了四川航空公司竞争战略的背景和研究的意义,对相关的战略理论进行梳理和综述,其次用PEST分析、波特“五力模型”和SWOT等战略分析工具对四川航空公司发展的宏观、微观环境进行分析,探寻适合四川航空公司发展的竞争战略,即公司主体采用目标集中战略,聚焦于西南区域和商旅人士,同时成立子公司,在聚焦低成本市场,形成低成本优势。
[Abstract]:After reform and opening up, China's economy has risen rapidly, and China's civil aviation transportation industry has also followed China's rapid economic takeoff. China has many favorable conditions for developing the aviation industry. First of all, China has a population of 1.3 billion. With the rise of the economy, the standard of living of the people has been generally improved, a large number of middle class people and business people have been created, and a large number of customers have been provided for the development of the air transport industry. The plane that belongs to the small crowd has gradually become an option for the public; secondly, the increase in income has created a booming tourism industry, such as summer transportation, spring transportation, national day and other holidays, and the key tourist routes are even more difficult to obtain; The rise of China's online shopping boom has also promoted the development of air freight industry, and China's vast territory and unified market have provided natural advantages for the development of the aviation industry. China's aviation industry in the rapid development, but also facing great competition pressure. The rapid development of high-speed rail construction in China has made Chinese airlines face unprecedented strong competitors. Since 2005, China has opened private capital to the aviation industry, and small airlines have become "everywhere." Has intensified the domestic aviation industry internal competition. Therefore, the development of Chinese airlines is faced with both opportunities and challenges. In order to survive and develop in this environment, airlines must formulate competitive strategies suitable for their own development, seize opportunities, strengthen their own competitiveness, and lay a foundation for the long-term development of the company. This paper first describes the background of Sichuan Airlines competitive strategy and the significance of the research, combs and summarizes the relevant strategic theory, and then uses PEST analysis. This paper analyzes the macro and micro environment of Sichuan Airlines' development by means of Porter's "five Force Model" and SWOT, and explores the competitive strategy suitable for Sichuan Airlines' development, that is, the main body of the company adopts the target concentration strategy. Focus on southwest regional and business travelers, set up subsidiaries to focus on low-cost markets, forming low-cost advantage.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.6

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