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论文编号：	13518
作者编号：	2320180550
上传时间：	2022/12/3 23:50:33
中文题目：	T航空公司竞争战略研究
英文题目：	The Research on T Airline''''''''s Competitive Strategy
指导老师：	石鉴
中文关键字：	关键词：竞争战略；成本领先战略；集中化；航空公司
英文关键字：	Key words：Competitive strategy；Low cost strategy；Centralization；Airline company
中文摘要：	中国民航业长期存在经营效益低的问题，其中尤其是中小型航空公司所面临问题尤甚。为了解决盈利问题，中国航空企业进行了很多有意义的尝试，但是收效均不明显。所以如何解决经营问题提升盈利水平，是国内航空企业尤其是中小型航空企业面临的重要课题。 经过广泛参考文献、著作、学术期刊以及查阅公司内部参考资料，访问航空公司高层管理人员后，发现问题主要存在于战略的制定与选择。经过对国内民航市场的发展背景以及概况，政治、社会、经济及技术等宏观环境、行业环境以及T航空公司的优劣势分析。发现在互联网等新兴技术发展下，民航业产品高度同质化且竞争激烈，消费者价格敏感且转化成本低。同时民航发展资源达到阶段性瓶颈，过去目的在于迅速占领市场的广泛差异化战略不能有效适应市场的变化，应考虑调整战略，降低成本取得竞争优势。同时低成本不意味着价格最低，T航空公司分析中国民航市场的资源与政策监管现况，发现可以选择克服先前过于分散的市场布局，发力于快速发展的二线、三线城市以及可触达的支线补贴市场，取得市场中单一成本领先地位。通过细分市场的选择建立特定市场规模优势并降低成本是帮助公司走出困境的有效方法。 本篇论文的实践价值主要体现在以下几个方面。首先，结合民航企业发展情况，发现并找出解决战略选择问题的方法。其次，探索在中国民航市场背景下具有普遍适用性的有效方案，希望在多变的外部环境下对国内航空公司战略选择有一定的启发。最后，针对于T航空公司此类地区性航空公司总结出适应中国市场特色的集中成本领先战略实施举措，以构建区域性成本与市场规模优势。
英文摘要：	China's civil aviation industry has a long-standing problem of low operating efficiency, especially for small and medium-sized airlines. In order to solve the problem of profitability, Chinese aviation enterprises have made many meaningful attempts, but the results are not obvious.Therefore, how to solve business problems and improve profitability is an important issue faced by domestic aviation enterprises, especially small and medium-sized aviation enterprises. After extensive references, works, academic journals, as well as internal reference materials of the company, and interviews with senior executives of airlines, it was found that the problems mainly lie in the formulation and selection of strategies. After analyzing the development background and overview of the domestic civil aviation market, the political, social, economic and technical macro environment, industry environment and T airline's advantages and disadvantages. It is found that with the development of emerging technologies such as the Internet, the products of the civil aviation industry are highly homogeneous and competitive, consumers are price sensitive, and the conversion cost is low. At the same time, the development resources of civil aviation have reached a stage bottleneck. The extensive differentiation strategy, which was intended to quickly occupy the market in the past, cannot effectively adapt to the changes in the market. Therefore, it is necessary to consider adjusting the strategy and reducing costs to gain competitive advantage. At the same time, low cost does not mean the lowest price. After analyzing the current situation of resources and policy supervision in China's civil aviation market, T Airlines found that it could choose to overcome the previous overly decentralized market layout, and focus on the rapidly developing second tier and third tier cities and accessible regional subsidy markets, so as to achieve a single cost leadership position in the market. It is an effective way to help the company out of the predicament to establish a specific market scale advantage and reduce costs through the choice of market segments. The practical value of this thesis is concluded in the following aspects. First of all, combined with the development of civil aviation enterprises, find and find ways to solve the problem of strategic choice. Secondly, explore effective solutions that are universally applicable in the context of China's civil aviation market, hoping to enlighten domestic airlines' strategic choices under the changing external environment. Finally, for regional airlines such as T Airlines, the implementation measures of centralized cost leadership strategy adapted to Chinese market characteristics are summarized to build regional cost and market scale advantages.
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