我国国航与海航发展战略比较研究

发布时间：2018-12-17 02:44

【摘要】：随着我国经济的高速发展,居民收入的不断提高,旅游需求带动了航空业客运量的增加；国际贸易的往来也日益增加,为我国航空运输市场创造了更多的机会。然而,在面临这巨大机遇的同时,我国航空运输业也面临着高铁、公路等替代品抢占市场的威胁,以及国内低价民航的崛起和外航的“虎视眈眈”等激烈的行业竞争。鉴于此,本文对我国内地两家具有典型代表性的航空运输上市公司——国航和海航进行全面的研究。本文研究思路如下：第一章导论部分介绍了文章的研究对象与研究背景,提出研究目的和方法,并描述了研究的框架。第二章主要是对战略管理的相关理论进行文献综述,从战略分析到战略制定,最后是战略实施。在战略制定过程中特别研究分析了航空业战略制定的相关文献,为全文的分析提供了理论基础。第三章利用PEST分析法对航空运输业的宏观环境进行分析,在分析经济环境时作者结合了近几年的经济发展趋势和数据,力图为读者展现最新的经济情况。最后利用经典的五力模型对行业环境进行了分析。第四章分别对国航和海航的发展战略历程进行分析,按照时间阶段的划分,研究了两家公司从成立到2010年的成长战略历程。第五章是本文的重点,也是创新之处,对国航和海航的发展战略进行比较分析,重点分析了两家公司的战略方式、业务范围、融资方式、人才储备和营销管理方面的共性和差异点；并利用财务数据对两家公司的战略成效进行比较；最后对国航和海航的发展战略进行了综合分析。第六章结合未来航空运输业发展的趋势,并分析该行业的机遇和挑战；分别对国航和海航的未来发展提出了相应的对策建议。第七章是结束语,对本文的研究情况进行简要说明,并分析了文章研究的创新之处和不足点。
[Abstract]:With the rapid development of China's economy and the continuous improvement of residents' income, the demand for tourism has led to the increase of passenger traffic in the aviation industry, and the international trade has also increased day by day, which has created more opportunities for the air transportation market of our country. However, in the face of this huge opportunity, China's air transport industry also faces the threat of high-speed rail, highway and other substitutes to seize the market, as well as the rise of domestic low-cost civil aviation and foreign airlines "eyeing" fierce industry competition. In view of this, this article carries on the comprehensive research to two representative air transport listed companies in mainland of China-Air China and HNA. The main ideas of this paper are as follows: the first chapter introduces the research object and background, puts forward the research purpose and method, and describes the framework of the research. The second chapter is a literature review of the relevant theories of strategic management, from strategic analysis to strategic formulation, and finally to the implementation of strategy. In the process of strategy making, this paper studies and analyzes the relevant documents of aviation industry strategy making, which provides the theoretical basis for the analysis of the full text. In the third chapter, the author analyzes the macro environment of air transportation industry by using PEST analysis method. The author combines the economic development trend and data in recent years, and tries to show readers the latest economic situation. Finally, the industry environment is analyzed by the classical five-force model. The fourth chapter analyzes the development strategy of Air China and HNA respectively, according to the division of time, studies the growth strategy of the two companies from foundation to 2010. The fifth chapter is the focal point of this article, also is the innovation, carries on the comparative analysis to the development strategy of Air China and the HNA, emphatically analyzed the strategic way, the business scope, the financing way of the two companies, The commonness and difference of talent reserve and marketing management; Finally, the paper makes a comprehensive analysis of the development strategy of Air China and HNA. The sixth chapter analyzes the opportunities and challenges of the future air transportation industry, and puts forward corresponding countermeasures and suggestions for the future development of Air China and HNA respectively. The seventh chapter is the conclusion, which briefly explains the research situation, and analyzes the innovation and deficiency of the paper.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F562

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