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论文编号：	11761
作者编号：	2320170564
上传时间：	2020/6/20 16:14:31
中文题目：	天津AST公司竞争策略研究
英文题目：	Study on Tianjin AST Company''s Competitive Strategy
指导老师：	白长虹 教授
中文关键字：	天津AST公司；航空训练；竞争战略；竞争优势
英文关键字：	Tianjin AST Company; Aviation Training; Competitive Strategy; Competitive Advantage
中文摘要：	在我国民航航空训练产业快速发展的背景下，天津AST公司依托海特集团的资金、技术和品牌等优势于2014年成立，自正式运营以来，保持了较高的运行质量，拥有较好的盈利能力，公司凭借自身优势资源在国内各大航空公司培训中心林立的情况下占有一席之地。但是，由于天津AST公司的现有客户多数为国内中小型航空公司及国有大型航空公司训练需求的溢出部分，训练需求量存在较大的不稳定性；同时随着国家政策的逐步放开，越来越多航空训练中心特别是飞行训练中心成立，使得未来航空训练的竞争力度也会加大，航空训练的卖方市场优势将受到影响。因此，天津AST公司如何维系好现有的客户资源，在众多航空训练企业中保持竞争优势使之处于不败之地，并通过制定合理的竞争战略使公司获得长远发展，是本研究需要思考和解决的问题。 本研究主要分为三个部分。第一部分主要对天津AST公司竞争环境做出分析。首先通过VRIO模型对天津AST公司的内部资源与能力进行了深入研究，对公司的核心竞争力做出判断；然后通过五力分析法对天津AST公司的行业竞争环境进行了具体分析，最后使用SWOT分析矩阵对天津AST公司的优势、劣势、面临的机会和威胁进行综合分析；通过一系列分析得知，天津AST公司正处于一个良好的发展环境和机遇中，公司也具备适合航空训练业务发展的资源，但公司现阶段在生产和技术方面具有稀缺性和难以复制性的优势资源较少，加之公司对资源组织和利用能力受限，天津AST公司在行业中整体竞争力偏弱。第二部分中，本研究通过将天津AST公司的实际情况与总成本领先和差异化竞争战略的适用条件进行对比，得知天津AST公司受企业规模和能力的影响，不具备控制全局的资源和能力，也难以抵御来自四面八方的竞争威胁；天津AST公司的最佳竞争战略选择为聚焦差异化战略，即立足华北地区，集中公司优势资源发展好主营业务的同时，寻求新领域的突破。最后，本研究为天津AST公司制定了具体的竞争战略实施方案和战略实施保障措施。
英文摘要：	Under?the background of the China's civil aviation training industry developed rapidly, Tianjin AST Company founded in 2014 relying on Haite Group’s strong capital, technology and brand advantages. Tianjin AST Company has maintained a high quality operation and good profitability since?it?put into?operation. And the company has?found its place?in such?competitive?environment relies on its own advantage resources. However, AST's customer training demand is highly unstable, since most of its existing customers are domestic small and medium-sized airlines company or spillover from the state-owned large airlines training center. At the same time, with the gradual liberalization of national policies, more and more aviation training centers, especially flight training centers, are established, which will increase the competition intensity of aviation training in the future. The advantage of aviation training seller's market will be affected. Therefore, how to maintain the existing customer resources, how to maintain its core competitiveness among many aviation training enterprises, and how to make the company achieve long-term development through reasonable competitive strategy formulation is the problem that Tianjin AST Company needs to be considered and solved in this study. This study is mainly divided into three parts. In the first part, the study analyzed the competitive environment of Tianjin AST. Firstly, through the VRIO model, the internal resources and capabilities of Tianjin AST company were deeply studied, and the core competitiveness of the company was judged. Then the industry competitive environment of Tianjin AST was analyzed through the Five Forces Analysis. Finally, SWOT analysis matrix is used to comprehensively analyze the advantages, disadvantages, opportunities and threats of Tianjin AST company. Through a series of analyses, it can be known that Tianjin AST Company is in a good development environment and opportunities, the company also has the advantages of resources which is suitable for the development of aviation training business. However, Tianjin AST lacks the advantage resources with rareness and inimitability in the production and technology at this stage, combined with the ability of organizing and using resources is limited, Tianjin AST Company's competitiveness is in a weak position. In the second part, this study compares the actual situation of Tianjin AST Company with the applicable conditions of the Overall Cost Leadership Strategy and Differentiation Strategy. The analysis?results?showed that, affected by the enterprise scale and ability, Tianjin AST Company does not have the resources and ability to control the overall situation, and the company is also difficult to resist the competitive threats from all sides. So the best competitive strategy of Tianjin AST Company is Focused Differentiation?Strategy, that is, based on the north China aviation training market, focus on the company's advantages to develop the main business while seeking breakthroughs in new fields. Finally, the specific implementation plan of competitive strategy and strategic implementation guarantee measures for Tianjin AST Company study formulated was formulated.
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