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论文编号：	5167
作者编号：	2120102636
上传时间：	2013/6/3 23:14:52
中文题目：	春秋航空沈阳基地公司战略研究
英文题目：	Spring Airlines Shenyang branch strategic analysis
指导老师：	武立东
中文关键字：	航空中枢；战略；核心竞争力；环境；资源
英文关键字：	Aviation hub;strategy;core competitiveness;environment;resources
中文摘要：	航空业是国民经济的主要支柱，是国家财政收入的重要来源，同时民航业的发展程度也是一个国家综合国力的具体体现。我国民航业在交通运输领域更是占有不可或缺的重要地位。伴随着全球经济发展和世界经济一体化，中国的改革也在不断深化，中国航空业面临着各种机遇和挑战。各航空公司必须在新的环境中做好自身定位，充分发展自己的优势，缩小劣势，不断修正自己的竞争战略以适应新形势下的变化，才能在市场中立于不败之地。因此，本文对春秋航空沈阳基地公司的战略进行研究具有重要的理论与实践意义。 本文以基地公司作为研究对象，从整体到局部进行纵向分析，引入航空中枢理论，以春秋航空的整体布局来分析基地公司作为航空中枢的战略意义。由外而内进行横向分析，通过对沈阳空港环境以及行业内竞争对手的分析，与公司自身的优劣势相互印证，以求得出适合公司发展的最优战略。 本文结合沈阳空港与基地公司的实际情况，通过采用PEST模型分析了公司外部的宏观和微观环境，并通过波特的五力模型分析了公司的行业竞争环境。在此基础上，进一步总结了沈阳空港与基地公司面临的机会与威胁，包括：民航业的改革为公司注入新的活力、十二运的召开为公司带来广阔的市场空间、机场的扩建为公司带来发展机遇以及支线发展光明前景等机会，以及政策的限制和滞后、地方政府的倾向性、国内外航空公司的进入以及油价上涨与高铁等威胁。 本文在环境分析的基础上，运用核心竞争力理论对公司内部资源进行分析得出，公司发展优势是航线发展迅速，基地公司的成立抢占先机，营销体系优越，低成本管理模式以及旅行社的纵向一体化。而公司的劣势是，经济资本不雄厚；航线不成体系，缺少竞争力；人力资源尤其是缺少飞行员不可控成本居高不下等现实问题。 通过SWOT模型进行优劣势分析，基地公司在内部资源上存在着较大的优势，只有不断深入挖掘自身的优势资源，充分利用外部的机遇条件，实施差异化战略，才是成就公司可持续发展的必由之路。 最后，本文依据战略实施和控制的基本理论，明确公司需要通过市场定位、营销手段、人力资源方面加强核心竞争力建设，以实现其发展战略。
英文摘要：	The aviation industry is the main pillar of the national economy, important source of the national fiscal revenue, and the civil aviation development is concrete manifestation of a country's comprehensive power. China's civil aviation industry occupies an indispensable position in the field of transportation. With the development of global economy and the economic globalization, China's reforms are deepening, and in the meantime China's aviation industry is facing various opportunities and challenges. In this new environment, the airline companies must well position themselves, fully develop their strengths, reduce weaknesses, and constantly modify their competitive strategies to adapt to the changes, so that they can be invincible in the market. Therefore, this paper Spring Airlines Shenyang Base Strategic Research has important theoretical and practical significance. In this paper, taking base company as the research object, analyzing from global to local longitudinally, and introducing aviation hub theory, the overall layout of Spring Airlines is analyzed and it shows the strategic significance of taking base companies as the aviation hub. From the outside to inside, studying the Shenyang airport environment and industry, analyzing competitors, and the company's own strengths and weaknesses, the optimal development strategy for the company will be drawn into conclusion. Combining the actual situation of Shenyang airport and base companies, this paper analyzes the company's external macro and micro environment by using PEST model, and analyzes the company's industry competitive environment through Porter's five forces model. On this basis, it is further summarized that Shenyang Airport and bases companies are facing many opportunities and threats. The opportunities include that civil aviation sector reform has brought new vitality; the 12th National Sports Game will bring a broad market space; and airport expansion brings bright prospect of development and regional expansion. Threats include the policy constraints and hysteresis, local government tendencies, domestic and international airlines, the rising oil prices and the high-speed railways, etc. After the environmental analysis, by analyzing the company’s internal resources based on the theory of core competence, this paper concludes that the developing advantages are the rapid development of routes, the initiative captured by setting up base companies, the superiority of marketing system, management model of low cost and the longitudinal travel agency integration. The company's disadvantages are that weak economic capital, fragment routes lack of competitiveness; short of human resources, especially the pilots, and some other practical problems like uncontrollable high cost. Through analysis of SWOT model, the internal resources are a big advantage for base companies. It is the necessary and only way to maintain sustainable developing to continuing dig their own advantages in resources, taking full advantage of the opportunities outside conditions, and implementing the differentiation strategies. Finally, according to the basic theory of strategy implementation and control, this paper makes it clear that it is important for company to do positioning, marketing, and strengthen human resources construction in order to strengthen the core competitiveness and realize the developing strategy.
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