东航安徽地区竞争战略选择研究
发布时间：2018-08-05 17:17
【摘要】：近几年间,中国民航运输业实现了快速发展,运输能力和国际地位显著提升。中国民航成为全球仅次于美国的第二大民航运输系统。随着国内民航运输市场的逐步开放,航空运输业的竞争将更加激烈。各航空公司在价格、航线及时刻、服务和产品、营销渠道、航空枢纽等方面的竞争日趋激烈。 东方航空公司作为我国三大国有骨干航空公司之一,拥有着得天独厚的技术优势和管理优势,它作为航空运输业的龙头老大,国内外市场的占有率与其他国内航空公司相比,均处于领先地位。2013年安徽省经济保持持续增长,连续10年保持两位数增长,增幅居全国第11、中部第1位。合肥机场作为安徽省的核心机场,全年旅客吞吐量562.8万人次,比去年增长8.4%,新桥机场启用前除元月份外,均保持2位数增长,且高于华东地区平均增速。东航安徽中心的发展,在东航本身母公司的政策指导下,处于高速增长的阶段。 本文在对企业的竞争战略理论进行综述的基础之上,结合东方航空公司在安徽省的具体发展实际,首先利用PEST进行了宏观环境的分析,其次利用波特的五力模型理论对航空业的竞争状况进行进一步分析,再次结合东方航空公司在安徽地区的实际,利用SWOT分析法确定东方航空竞争战略选择,最后就东方航空的竞争战略选择,对于其职能战略实施以及相关控制提出相关的政策建议。 根据对宏观环境分析、航空业行业分析以及东方航空安徽地区的SWOT分析结果,本文认为东方航空安徽地区应该采用差异化的竞争战略为主,成本领先的竞争战略为辅的竞争战略。进一步,根据该竞争战略的选择结果,提出东方航空应该在安徽地区的战略实施与控制提出具体的政策建议。
[Abstract]:In recent years, China's civil aviation transport industry has achieved rapid development, transport capacity and international status has improved significantly. CAAC has become the second largest civil aviation transportation system in the world after the United States. With the gradual opening of the domestic civil aviation transportation market, the competition of the air transport industry will be more intense. The competition among airlines in price, route and time, service and product, marketing channel, aviation hub and so on is becoming increasingly fierce. As one of the three major state-owned backbone airlines in China, China Eastern Airlines has unique technical and management advantages. As the leading leader in the air transport industry, China Eastern Airlines has a market share compared with other domestic airlines. Anhui's economy continued to grow in 2013, with 10 consecutive years of double-digit growth, the 11th highest in the country and the first in central China. Hefei Airport, the core airport in Anhui Province, handled 5.628 million passengers in the whole year, an increase of 8.4 percent over last year. Except for January, Xinqiao Airport maintained a double-digit growth rate, which was higher than the average growth rate in East China. The development of Anhui Center of China Eastern Airlines, under the guidance of China Eastern's parent company, is in the stage of rapid growth. On the basis of summarizing the competitive strategy theory of enterprises and combining the actual development of China Eastern Airlines in Anhui Province, this paper firstly analyzes the macro environment by using PEST. Secondly, using Porter's five-force model theory to further analyze the competition situation of the aviation industry, combining the reality of China Eastern Airlines in Anhui area, using SWOT analysis method to determine the choice of competition strategy of Eastern Airlines. Finally, the author puts forward some relevant policy suggestions on the choice of competitive strategy and the implementation of function strategy and related control of China Eastern Airlines. Based on the results of macro environment analysis, aviation industry analysis and SWOT analysis of China Eastern Airlines Anhui region, this paper holds that China Eastern Airlines Anhui region should adopt a differentiated competitive strategy. A competitive strategy supplemented by a cost-leading competition strategy. Furthermore, according to the selection result of the competitive strategy, the paper puts forward some specific policy suggestions on the strategy implementation and control of China Eastern Airlines in Anhui.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F562
本文编号：2166456
[Abstract]:In recent years, China's civil aviation transport industry has achieved rapid development, transport capacity and international status has improved significantly. CAAC has become the second largest civil aviation transportation system in the world after the United States. With the gradual opening of the domestic civil aviation transportation market, the competition of the air transport industry will be more intense. The competition among airlines in price, route and time, service and product, marketing channel, aviation hub and so on is becoming increasingly fierce. As one of the three major state-owned backbone airlines in China, China Eastern Airlines has unique technical and management advantages. As the leading leader in the air transport industry, China Eastern Airlines has a market share compared with other domestic airlines. Anhui's economy continued to grow in 2013, with 10 consecutive years of double-digit growth, the 11th highest in the country and the first in central China. Hefei Airport, the core airport in Anhui Province, handled 5.628 million passengers in the whole year, an increase of 8.4 percent over last year. Except for January, Xinqiao Airport maintained a double-digit growth rate, which was higher than the average growth rate in East China. The development of Anhui Center of China Eastern Airlines, under the guidance of China Eastern's parent company, is in the stage of rapid growth. On the basis of summarizing the competitive strategy theory of enterprises and combining the actual development of China Eastern Airlines in Anhui Province, this paper firstly analyzes the macro environment by using PEST. Secondly, using Porter's five-force model theory to further analyze the competition situation of the aviation industry, combining the reality of China Eastern Airlines in Anhui area, using SWOT analysis method to determine the choice of competition strategy of Eastern Airlines. Finally, the author puts forward some relevant policy suggestions on the choice of competitive strategy and the implementation of function strategy and related control of China Eastern Airlines. Based on the results of macro environment analysis, aviation industry analysis and SWOT analysis of China Eastern Airlines Anhui region, this paper holds that China Eastern Airlines Anhui region should adopt a differentiated competitive strategy. A competitive strategy supplemented by a cost-leading competition strategy. Furthermore, according to the selection result of the competitive strategy, the paper puts forward some specific policy suggestions on the strategy implementation and control of China Eastern Airlines in Anhui.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F562
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