深圳航空有限责任公司服务战略研究

发布时间：2018-04-23 12:04

本文选题：深航 + 旅客运输　；参考：《兰州大学》2017年硕士论文

【摘要】：进入21世纪以来,随着我国正式加入世界贸易组织,大大促进了我国经济全球化的步伐,我国面向全球一体化开展的深度对外开放政策,给国内企业带来了诸多做大做强的机遇和挑战。然而,对于国内民航企业而言,经济全球化却让仍处于半垄断环境下的国内民航业,面临前所未有的严峻挑战。面对全球化的大势所趋,国内民航企业唯有积极应对,主动调整战略理念和经营思路,正确面对和积极参与国际竞争与合作,在新的形势下取得发展先机。面对全球化挑战的同时,国家又大力发展高铁等地面快速交通网络,国内大交通的综合配套协调发展,进一步削弱了民航客运对比路路交通存在的传统优势。在全球市场下,面对业内外激烈的动态竞争和严峻挑战,国内民航企业必须从战略高度,面向企业经营的市场全局,重新剖析和制定企业未来的发展方向和具体实施方案。深圳航空有限责任公司(以下简称“深航”)作为国内第五大航空公司,曾经以优质的服务和较好的盈利能力赢得旅客和业界的普遍认可。面对新的竞争形势和挑战,深航的发展思路必须勇于突破,与时俱进,如何科学的制定一套即适应公司发展现状,又符合宏观形势发展要求,而且行之有效的战略方案,将是深航赢得顾客认可,确立行业地位的关键。本文尝试使用科学的企业战略管理理念,通过运用战略管理研究的有效方法和工具,对深航的宏观环境、经营现状和资源能力等诸多方面进行深度分析,明确深航运营的优势、劣势,以及未来发展需要面对的机会和风险。通过精准的战略分析研究,为深航发展进行准确定位,围绕增强服务核心能力,创建服务竞争优势的目标,制定切实可行的服务战略。战略思路的实施既要能够应对和努力超越现有竞争者,又能实现可持续的差异化发展定位。本文还针对服务战略方案的实施提出风险管控手段和应对措施。为深航服务战略定位和战略实施、管控,提供了一整套可供借鉴的解决方案。
[Abstract]:Since the beginning of the 21st century, with China's formal entry into the World Trade Organization (WTO), it has greatly promoted the pace of economic globalization in China. To domestic enterprises brought a lot of opportunities and challenges to become bigger and stronger. However, for domestic civil aviation enterprises, economic globalization has made the domestic civil aviation industry, which is still in the semi-monopoly environment, facing unprecedented severe challenges. In the face of the trend of globalization, domestic civil aviation enterprises can only actively respond, actively adjust the strategic concept and management ideas, correctly face and actively participate in international competition and cooperation, and obtain the first opportunity for development under the new situation. In the face of the challenge of globalization, the country has made great efforts to develop high-speed rail and other ground rapid transit networks, and the comprehensive and coordinated development of domestic large traffic has further weakened the traditional advantages of civil aviation passenger transport compared with road traffic. In the global market, facing the fierce dynamic competition and severe challenge inside and outside the industry, the domestic civil aviation enterprises must re-analyze and formulate the future development direction and concrete implementation plan of the enterprises from the strategic height, facing the market overall situation of the enterprise management. Shenzhen Airlines Co., Ltd. (hereinafter referred to as Shenzhen Airlines), as the fifth largest airline in China, has won the general recognition of passengers and industry with excellent service and better profitability. In the face of the new competitive situation and challenge, Shenzhen Airlines must have the courage to break through, keep pace with the times, how to scientifically formulate a set of strategic plans that are suitable for the development of the company and meet the requirements of the development of the macro situation, and which are effective and effective. Will be Shenzhen Airlines to win customer recognition, the establishment of the key industry position. This article tries to use the scientific enterprise strategic management idea, through the use of the effective method and the tool of the strategic management research, carries on the deep analysis to the Shenzhen Airlines macroscopic environment, the management present situation and the resources ability and so on, clarifies the Shenzhen Airlines operation superiority. Disadvantages, as well as future development needs to face opportunities and risks. Through accurate strategic analysis and research, the development of Shenzhen Airlines is positioned accurately, and a feasible service strategy is formulated around the goal of strengthening the core competence of service and establishing the competitive advantage of service. The implementation of strategic thinking can not only cope with and strive to surpass the existing competitors, but also realize the sustainable differentiation development orientation. This paper also puts forward the risk control measures and countermeasures for the implementation of the service strategy. For Shenzhen Airlines strategic positioning and strategy implementation, control, to provide a set of solutions for reference.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.6;F272

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