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论文编号：	12579
作者编号：	2320180637
上传时间：	2021/6/16 11:28:41
中文题目：	HN航空国际市场发展战略优化研究
英文题目：	Research on the Optimization of the International Market Development Strategy of HN Airlines
指导老师：	马连福
中文关键字：	HN 航空；国际民航市场；公司战略；全服务航空公司
英文关键字：	HN Airlines；International Aviation Market；Company Strategy；Full-service Airlines
中文摘要：	随着经济全球化日益显著，民航业加速国际业务布局，国际民航市场需求潜 力巨大，亟待挖掘。根据“民航强国”国家级战略部署，在民航局全球化战略的 指导下，民航企业积极开展国际业务。但随着天空开放，国际竞争对手入局、国 际出行需求多样化发展，国际民航市场竞争越发激烈，HN 航空需要对其国际市场 发展战略进行重新审视。 HN 航空是中国知名全服务航空公司，航线通达全球多地。自开展国际运输 业务 20 年来，国际市场已成为公司战略中的重要一环。面对疫情的冲击及市场 环境变化，HN 航空国际市场发展战略问题凸显，调整尤为必要。本文以 HN 航空 国际市场发展战略为对象，挖掘问题，探究产生原因，提出优化举措，以巩固 HN 航空在国际市场地位，提升竞争力。本文首先介绍了研究背景、研究思路和 方法，对当前全球航空市场及中国主要航空公司国际市场发展进行了概述，介 绍了 HN 航空国际市场发展战略及实施情况。基于波特五力模型，分析 HN 航空 国际市场发展战略的外部竞争环境，发现当前战略已不能满足企业发展要求。 通过比较分析、定量分析、SWOT 等分析方法分析，发现了国际航线网络竞争力 不足、国际目标市场渠道管控欠佳、国际市场产品吸引力不足、国际化服务品 质不佳、常客计划对国际旅客吸引力较弱等问题。接着，通过对问题成因的分 析，从五个方面提出了 HN 航空国际市场发展战略的优化举措，包括：聚焦国际 航空枢纽网络布局、提升国际渠道销售能力、研发差异化的国际产品、拓展国 际合作，利用科技推动国际服务品质、提升常客计划对国际旅客吸引力，从而 使 HN 航空国际市场发展战略更加符合行业趋势，更具竞争力。 对中国民航企业布局国际业务有着积极的借鉴作用，应规避文中提到的国 际市场发展战略相关问题，借鉴相关提升策略，制定出符合市场情况及科学的 战略，达到可持续发展。同时，本文也存在一定研究局限，将在后续研究中不 断完善、探索。
英文摘要：	With the increasing globalization of the economy, the civil aviation industry has accelerated its international business layout, and the potential of international civil aviation market demand is huge and need tapped. According to the national strategic deployment of "Civil Aviation Power" and under the guidance of the globalization strategy of the Civil Aviation Administration, civil aviation companies are actively developing international business. However, with the opening up of the skies, the entry of international competitors and the diversification of international travel demand, the competition in the international civil aviation market is becoming more and more intense, and HN Airlines needs to review its international market development strategy. HN Airlines is a well-known full-service airline in China with routes to many places around the world. Over the past 20 years since the launch of its international transportation business, the international market has become an important part of the company's strategy. In the face of the impact of the corona virus hit and changes in the market environment, HN Airlines' international market development strategy has become more problematic, and adjustments are particularly necessary. This paper takes HN Airlines' international market development strategy as an object, explores the problems, investigates the causes, and proposes optimization measures to strengthen HN Airlines' position in the international market and enhance its competitiveness. This paper first introduces the research background, research ideas and methodology, gives an overview of the current global aviation market and the international market development of China's major airlines, and introduces HN Airlines' international market development strategy and its implementation. Based on Porter's five forces model, the external competitive environment of HN Airlines' international market development strategy is been analyzed, and it is found that the current strategy can no longer meet the requirements of corporate development. Through comparative analysis, quantitative analysis, and SWOT analysis, problems such as insufficient competitiveness of international route network, poor channel control in international target markets, insufficient attractiveness of products in international markets, poor quality of international services, and weak attractiveness of frequent flyer program to international passengers are been identified. By analyzing the causes of those problems, the author proposed the optimization measures of HN Airlines’ international market development strategy. The suggestionis proposed from five aspects including focusing on the layout of international airline hub network, improving the sales capacity of international channels, developing differentiated international products, expanding international cooperation, using technology to promote international service quality, and improving the attractiveness of frequent flyer program to international passengers. In order to help HN Airlines' international market development strategy be more in line with the industry trend and more competitive. This paper has a positive effect on the layout of international business of Chinese civil aviation enterprises, which should avoid the problems related to the international market development strategy mentioned in the paper, draw on relevant improvement strategies, and develop a strategy that is in line with the market situation and science to achieve sustainable development. At the same time, there are certain research limitations in this paper, which will be continuously improved and explored in the subsequent research.
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