山东航空青岛基地货运发展战略研究

发布时间：2018-10-20 09:22

【摘要】：进入二十一世纪以来，全球经济一体化进程的加速带动了科学和技术的飞速发展，也使得国家与国家之间的连接更加紧密、贸易更加频繁，航空货运业务，尤其是国内航空货运业务也随之繁荣起来。虽然2007年的金融危机在全球蔓延，但青岛地区的航空货运市场依然火爆，国际航线上不断有航空公司开通航线，国内航线则有快递公司欲与航空公司分庭抗礼。作为山东半岛本土的山东航空公司青岛基地货运业务正面临着成立以来最严峻的考验。山航青岛基地的航班数量在岛城可谓首屈一指，但在国际货运方面与东航等大型国际航空公司仍有明显的差距，在国内货运方面则面临同为基地航空的东航和南航的威胁，年货运收益也远不如同为山航基地公司的济南基地。如何利用当前的各种优势和便利条件，预测今后货运发展趋势，并制定符合自身情况的货运发展战略是山航青岛基地货运人面临的重要课题。本文力求在企业发展战略理论的框架基础之上，采用统计分析法和归纳总结法，总结其中的经验和教训，问题和原因，通过波特五力模型及SWOT制定出符合山航青岛基地的货运发展战略，以供其他基地作为参考。本文主要分为六个章节。第一章为绪论，介绍研究背景和意义以及研究方法、框架等。第二章为相关理论的概述，，主要介绍PEST分析法、波特五力模型分析法、SWOT分析法和企业发展战略理论。第三章介绍了山航青岛基地的货运发展状况，包括基地的航线数量、货运的规模和货源结构等内容。第四章主要分析了山航青岛基地货运的宏观环境、微观环境以及青岛货运市场的现状和山航青岛基地的内部条件，其中宏观环境包括政治、经济、社会文化和技术环境；微观环境分析从顾客需求、供应者能力、竞争对手能力、现有替代品和潜在竞争者等五个方面进行分析；内部条件的分析则从货运制度入手，对销售方式、操作模式和人力资源几个方面进行了深入的剖析，并利用SWOT模型进行了深入的总结。第五章是山航青岛基地的货运发展战略制定，包括货运发展战略的基本原则和指导思想，以及对内和对外目标的设定。第六章则是阐述了山航青岛基地货运战略如何实施，以及实施的步骤和每个阶段的目标，并在实施策略部分提出建立货运战略联盟、成立专业货运公司、加强基础设施建设和人力资源培养等策略。
[Abstract]:Since the 21 century, the acceleration of global economic integration has led to the rapid development of science and technology, and has also made countries more closely connected, trade more frequent, air cargo business. In particular, domestic air cargo business has also flourished. Although the financial crisis of 2007 spread all over the world, the air cargo market in Qingdao area is still very popular. As Shandong Peninsula local Shandong Airlines Qingdao base cargo business is facing the most severe test since the establishment. The number of flights at the Qingdao base of Shan Airlines can be said to be second to none in Island City, but there is still a clear gap between the number of flights at the Qingdao base and those of large international airlines such as China Eastern Airlines. In terms of domestic cargo, China Eastern Airlines and China Southern Airlines, which are the same as the base airlines, are facing the threat. The annual freight revenue is far less than the same Jinan base of the Mountain Air Base Company. How to make use of all kinds of advantages and convenient conditions, predict the development trend of freight transportation in the future, and formulate the development strategy of freight transport in accordance with its own conditions is an important subject facing the cargo people of Qingdao base of Shanshan Airlines. Based on the framework of the theory of enterprise development strategy, this paper tries to sum up the experience and lessons, problems and reasons, by means of statistical analysis method and inductive summary method. Through Porter's five Force Model and SWOT, the development strategy of freight conformed to Qingdao base of Shanshan Airlines is worked out, which can be used as reference for other bases. This paper is divided into six chapters. The first chapter is the introduction, which introduces the background and significance of the research, as well as the research methods, framework and so on. The second chapter is an overview of relevant theories, mainly introduces PEST analysis, Porter's five forces model analysis, SWOT analysis and enterprise development strategy theory. The third chapter introduces the development of Qingdao base of Shanshan Airlines, including the number of routes, the size of freight and the source structure. The fourth chapter mainly analyzes the macro-environment, micro-environment, the current situation of Qingdao freight market and the internal conditions of Qingdao base, including political, economic, social, cultural and technological environment. The micro-environment analysis is carried out from five aspects: customer demand, supplier capability, competitors' ability, existing substitutes and potential competitors. The analysis of internal conditions starts with the freight transport system, and analyzes the sales mode. The operation mode and human resources are analyzed in depth, and the SWOT model is used to sum up. The fifth chapter is the development strategy of Qingdao base of Shanshan Airlines, including the basic principles and guiding ideology of the development strategy, as well as the establishment of internal and external objectives. The sixth chapter expounds how to carry out the freight transportation strategy of Shanshan Airlines Qingdao Base, as well as the steps of implementation and the objectives of each stage. In the part of the implementation strategy, it puts forward the establishment of a strategic alliance for freight transport and the establishment of a specialized freight company. Strengthen infrastructure construction and human resources training and other strategies.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F562.6

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