吉祥航空公司竞争战略研究

发布时间：2018-08-02 07:38

【摘要】：随着我国社会经济的飞速发展,居民对航空出行的需求也不断上升。我国民航业原有的国有企业统治市场的运营模式已逐渐不能满足居民的出行需求,市场缺乏良性竞争也导致我国民航市场发展缓慢。在国家出台允许民营资本进入民航业的政策后,吉祥航空公司经过精心筹备,于2006年正式进入我国民航市场,目前已占领了一定的市场份额。但目前吉祥航空公司仍面临着规模小、资金少、品牌价值低、市场资源竞争激烈等一系列困难,未来发展存在诸多风险。面对这些挑战,吉祥航空公司如何根据市场变化调整公司战略发展方向及营销策略,将决定公司的发展存亡。本论文首先陈述研究吉祥航空公司竞争战略的背景和重要意义,并对相关问题的国内外研究现状进行总结,列举论文所涉及的相关理论基础并做简要解释;接着介绍我国民航业的发展历程及吉祥航空公司所面临的外部竞争环境;随后针对吉祥航空公司自身在资金实力、运营能力、成本控制等方面的能力进行分析,并通过SWOT分析矩阵,综合评估吉祥航空公司的竞争环境及竞争力,最后归纳总结吉祥航空在现有环境、能力下,应把握市场机遇,选择正确的竞争战略和营销策略,从激烈的行业竞争中胜出。本论文通过对我国民航市场竞争环境的研究和对吉祥航空公司竞争力分析,得出以下结论:(1)吉祥航空公司资产结构清晰,盈利能力较强,机队规模及航线网络成长速度较快,公司已具有一定的品牌价值,未来将拥有较好的发展前景;(2)吉祥航空公司应继续坚持差异化竞争战略,通过干支结合、扩大机队及航线网络、促进分销商关系等策略,进一步扩大市场占有率;(3)吉祥航空公司应采取更高质量的产品策略、坚持底线的价格策略、返利更高的渠道策略、积极开放的宣传策略来推动公司的营销工作,提高公司的收益能力。
[Abstract]:With the rapid development of China's social economy, residents' demand for air travel is also rising. The operation mode of the original state-owned enterprises' ruling market in China's civil aviation industry has gradually failed to meet the travel needs of the residents, and the lack of healthy competition in the market has also led to the slow development of the civil aviation market in our country. After the introduction of the policy of allowing private capital to enter the civil aviation industry, auspicious Airlines formally entered the civil aviation market in 2006 after careful preparation, and has now occupied a certain market share. However, at present, auspicious airlines still face a series of difficulties, such as small scale, low capital, low brand value, fierce competition of market resources, and so on, and there are many risks in the future development. Facing these challenges, how to adjust the strategic development direction and marketing strategy according to the market changes will determine the survival of the company. This paper first states the background and significance of the research on the competitive strategy of auspicious airline, and summarizes the domestic and foreign research status of related issues, enumerates the relevant theoretical basis and makes a brief explanation; Then it introduces the development course of China's civil aviation industry and the external competitive environment facing auspicious airlines, and then analyzes the capability of lucky airlines in the aspects of capital strength, operation ability, cost control, etc. And through the SWOT analysis matrix, the comprehensive evaluation of the competitive environment and competitiveness of auspicious airlines, finally summed up the existing environment, capabilities, should seize the market opportunities, select the correct competitive strategy and marketing strategy, To win out of fierce competition in the industry. By studying the competitive environment of China's civil aviation market and analyzing the competitiveness of auspicious airlines, this paper draws the following conclusions: (1) Jixiang Airlines has a clear asset structure, strong profitability, rapid growth rate of fleet size and airline network. The company already has a certain brand value, and will have a better development prospect in the future. (2) auspicious airline should continue to adhere to the strategy of differentiation competition, expand the fleet and airline network through the combination of trunk and branch, promote the distributor relationship, etc. (3) Jixiang Airlines should adopt a higher quality product strategy, adhere to the bottom line price strategy, return a higher channel strategy, and actively open the marketing strategy to promote the company's marketing work. Improve the profitability of the company.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.6;F271

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