南航在上海客运市场竞争策略分析
发布时间：2018-10-15 12:53
【摘要】：上海地处长江三角洲前沿,也是中国经济、金融、贸易的前沿,航空市场具有旺盛的需求。根据权威机构预测,至2015年上海两场飞机起降量将达到86.2万架次、旅客吞吐量将达到1亿人次,上海航空旅客运输市场具有巨大的发展潜力。在“大蛋糕”面前,国内外航空公司纷纷涌入上海市场,抢占市场份额。基地航空公司中国东方航空(以下简称：东航)借着上海世博会的契机快速整合东上航,市场份额进一步加大,基地航空公司的优势凸显。中国国际航空(以下简称“国航”)早在2008年就成立上海分公司,作为构建国航华东区域的“市场中心、运行中心、服务中心和保障中心”战略中的重要举措。在民营资本允许进入航空业的背景下,春秋航空、吉祥航空等以上海为主运营基地的民营航空公司纷纷涌现,外资航空公司也加大上海运力的投放。可以说,上海的市场面临着前所未有的激烈竞争。在这种背景下,中国南方航空(以下简称“南航”)因政策的限制使得南航成立上海分公司的愿望未能如愿以偿,一直以基地的形式参与竞争市场的竞争。为此,南航应该采取什么样的竞争策略才能在未来的竞争中占有一席之地呢?笔者结合自身多年的营销工作经验和理论知识,力图能为实践工作中提供一定有益的探索和帮助。文章在背景介绍和基本理论工具介绍基础上,通过翻阅大量的文献资料,收集整理大量的基础数据,借助理论分析工具等手段,对南航上海基地现状和上海地区的客运市场分别进行了深入的分析。借助战略管理中的波特五力模型和SWOT分析法,通过竞争环境和行业结构分析,了解南航上海基地自身所面临的五种竞争力量的情况和所处的环境竞争位置,为下一步提出有针对性的竞争行动和增强自身竞争力的思路打下基础。然后,文章结合前面的分析,提出南航上海基地所采取的策略是市场开发策略、渠道开发策略、产品策略和品牌策略等四个基本策略。笔者在市场开发策略中,重点研究了华东区域一体化、发展网络运输和重点客户群选择；在渠道开发策略中,重点对主要销售渠道进行分析和提出重点要发展直销渠道；在产品策略中,重点分析了以中转产品为突破口强化产品设计,阐述了产品开发和推广策略；在品牌策略中,重点论证了品牌的重要性,进而提出南航品牌的发展的思路和路径。
[Abstract]:Shanghai is located in the front line of the Yangtze River Delta, is also the frontier of China's economy, finance and trade, aviation market has strong demand. According to the forecast of authoritative organizations, the number of take-offs and landings will reach 862000 by 2015, and the passenger throughput will reach 100m. The Shanghai air passenger transport market has great development potential. In front of "big cake", domestic and foreign airlines pour into Shanghai market one after another to seize market share. Base Airlines China Eastern Airlines (hereinafter referred to as China Eastern Airlines) to take advantage of the opportunity of the Shanghai World Expo to quickly integrate East Shanghai Airlines, market share further increased, the base airline's advantages highlight. Air China (hereinafter referred to as "Air China") established Shanghai Branch as early as 2008 as an important measure in the strategy of "Market Center, Operation Center, Service Center and guarantee Center" in East China region of Air China. Under the background of allowing private capital to enter the aviation industry, private airlines, such as Chunqiu Airlines and auspicious Airlines, which mainly operate in Shanghai, have emerged one after another, and foreign airlines have also increased their Shanghai capacity. It can be said that the Shanghai market is facing unprecedented fierce competition. In this context, China Southern Airlines (hereinafter referred to as "China Southern Airlines") due to policy restrictions, China Southern Airlines Shanghai branch of the desire failed to fulfill their wishes, has been taking part in the form of base competition in the market competition. For this reason, what kind of competitive strategy should China Southern Airlines adopt in order to have a place in the future competition? Combining with my years of experience and theoretical knowledge in marketing, the author tries to provide some beneficial exploration and help for practical work. Based on the background introduction and the introduction of basic theoretical tools, the article collects and collates a large number of basic data by reading a large number of literature materials, and by means of theoretical analysis tools, etc. The present situation of Shanghai base and the passenger transport market in Shanghai are analyzed. With the help of Porter's five-force model and SWOT analysis in strategic management, through the analysis of competitive environment and industry structure, we can understand the situation of five kinds of competitive forces and the position of environmental competition in Shanghai Base of China Southern Airlines. For the next step to put forward targeted competition action and enhance their own competitive ideas lay the foundation. Then, combined with the previous analysis, the paper puts forward four basic strategies: market development strategy, channel development strategy, product strategy and brand strategy. In the strategy of market development, the author focuses on the regional integration of East China, the development of network transportation and the selection of key customer groups, and in the channel development strategy, the author focuses on the analysis of the main sales channels and puts forward the emphasis on developing direct marketing channels. In the product strategy, the emphasis is put on strengthening the product design with the transit product as the breakthrough point, and the product development and promotion strategy is expounded, and in the brand strategy, the importance of the brand is demonstrated. And then put forward the development of China Southern Airlines brand thinking and path.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F562.6
本文编号：2272614
[Abstract]:Shanghai is located in the front line of the Yangtze River Delta, is also the frontier of China's economy, finance and trade, aviation market has strong demand. According to the forecast of authoritative organizations, the number of take-offs and landings will reach 862000 by 2015, and the passenger throughput will reach 100m. The Shanghai air passenger transport market has great development potential. In front of "big cake", domestic and foreign airlines pour into Shanghai market one after another to seize market share. Base Airlines China Eastern Airlines (hereinafter referred to as China Eastern Airlines) to take advantage of the opportunity of the Shanghai World Expo to quickly integrate East Shanghai Airlines, market share further increased, the base airline's advantages highlight. Air China (hereinafter referred to as "Air China") established Shanghai Branch as early as 2008 as an important measure in the strategy of "Market Center, Operation Center, Service Center and guarantee Center" in East China region of Air China. Under the background of allowing private capital to enter the aviation industry, private airlines, such as Chunqiu Airlines and auspicious Airlines, which mainly operate in Shanghai, have emerged one after another, and foreign airlines have also increased their Shanghai capacity. It can be said that the Shanghai market is facing unprecedented fierce competition. In this context, China Southern Airlines (hereinafter referred to as "China Southern Airlines") due to policy restrictions, China Southern Airlines Shanghai branch of the desire failed to fulfill their wishes, has been taking part in the form of base competition in the market competition. For this reason, what kind of competitive strategy should China Southern Airlines adopt in order to have a place in the future competition? Combining with my years of experience and theoretical knowledge in marketing, the author tries to provide some beneficial exploration and help for practical work. Based on the background introduction and the introduction of basic theoretical tools, the article collects and collates a large number of basic data by reading a large number of literature materials, and by means of theoretical analysis tools, etc. The present situation of Shanghai base and the passenger transport market in Shanghai are analyzed. With the help of Porter's five-force model and SWOT analysis in strategic management, through the analysis of competitive environment and industry structure, we can understand the situation of five kinds of competitive forces and the position of environmental competition in Shanghai Base of China Southern Airlines. For the next step to put forward targeted competition action and enhance their own competitive ideas lay the foundation. Then, combined with the previous analysis, the paper puts forward four basic strategies: market development strategy, channel development strategy, product strategy and brand strategy. In the strategy of market development, the author focuses on the regional integration of East China, the development of network transportation and the selection of key customer groups, and in the channel development strategy, the author focuses on the analysis of the main sales channels and puts forward the emphasis on developing direct marketing channels. In the product strategy, the emphasis is put on strengthening the product design with the transit product as the breakthrough point, and the product development and promotion strategy is expounded, and in the brand strategy, the importance of the brand is demonstrated. And then put forward the development of China Southern Airlines brand thinking and path.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F562.6
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相关期刊论文 前2条
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，本文编号：2272614
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