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论文编号：	5931
作者编号：	2120112808
上传时间：	2013/12/6 21:27:30
中文题目：	天津滨海国际机场公务机地面服务的竞争战略研究
英文题目：	Competitive Strategy Research of Business Jet Ground Services in Tianjin Binhai International Airport
指导老师：	卿志琼
中文关键字：	公务航空，公务机地面服务，天津滨海国际机场，竞争战略
英文关键字：	Business aviation, Business jet ground service, Tianjin Binhai International Airport, Competitive strategy
中文摘要：	公务航空是民用航空业中的一个细分行业。作为通用航空的重要组成部分，作为我国的一个朝阳产业，它历经近20年的发展，逐渐进入大众的视野。我国现已成为世界公务航空产业增长的重要市场。越来越多的公务航空运营者在国内涌现。作为产业链下游的航空地面服务中枢，机场企业在公务机地面服务领域理应与时俱进，紧紧跟上产业蓬勃发展的脚步。近年来，由于天津滨海新区的飞速发展，天津空港、海港的口岸效应，相关政策的利好因素以及每两年在津举办一次的夏季达沃斯论坛的影响，越来越多的国内外政要、财团首脑乘坐公务机来津，天津地区公务机地面服务的重要性日益彰显。公务机地面服务需求量的与日俱增、竞争者的不断加入、市场竞争的日趋激烈使天津滨海国际机场（以下简称“天津机场”）急需在公务机地面服务领域投入更多的资源。天津机场如何制定有效的竞争战略，在市场成型初期利用丰富的地面资源和独特的平台优势拓宽运营规模，推出更有价值的服务以获取超额利润，现实意义重大。论文的选题基于以下五个方面的考虑：第一，公务航空在中国发展的广阔前景；第二，天津地区公务机起落架次逐年激增；第三，天津机场公务机地面服务现状欠佳；第四，作者多年的公务机地面保障实践经历；第五，目前关于机场企业公务机地面服务的研究文献资料匮乏。本篇论文分为四个部分。第一部分首先介绍了公务航空的相关知识，界定了行业中的一些基本概念。其次，回顾了战略管理理论在国内外的发展历程，包括管理大师亨利?明茨伯格在其著作中划分的战略理论的十个学派以及改革开放以来以时间轴为顺序的我国战略管理理论发展的各个阶段，同时列出了本篇论文应用到的主要战略分析工具和模型。随后，着重介绍公务航空的发展史、公务机地面服务涵盖的业务内容以及FBO的相关研究和发展现状。最后在此基础上分析了我国公务航空发展的现状与存在的问题。第二部分为环境分析，为下一部分的核心论证做铺垫。文章首先从宏观、微观和竞争环境三个角度对天津机场所处的外部环境进行深刻剖析。运用PEST工具从政治、经济、社会、技术四个方面详尽地阐述了天津机场所处的宏观环境，收集和引用了大量的文献资料。依据五力模型从行业角度分析微观环境，总结出公务机地面服务行业具有较高的进入壁垒，有限的供方、买方议价能力，不存在替代品，预计将会面对对手激烈的竞争等情况。借用竞争者分析模型引入市场共性和资源相似性等概念，分析现有环境中的竞争对手，指出影响竞争驱动力的关键因素。其次，对天津机场进行简要介绍，然后分别从组织结构、体系流程、财务状况、服务品牌、技术创新、保障资源、公务机地面服务团队等方面详细罗列出天津机场现有的资源和能力。最后将这些资源和能力相结合，运用企业可持续竞争优势的四个标准识别出维持和推动天津机场在公务机地面服务行业领域内能够不断发展的核心竞争力，并指出它的动态性。在第二部分的最后，文章指出国家政策、顾客和企业自身三个方面的因素对天津机场公务机地面服务竞争战略的重要影响。第三部分是全文的核心，作者从战略目标的确立开始，引出业务层战略的制定和选择，并对该业务层战略的风险及控制措施进行探讨。战略目标的确立基于服务利润链模型，文章指出目前天津机场公务机地面服务的高市场占有率并不源于正常的市场供求机制，强调内部服务对于服务行业企业提供高质量顾客价值的重要性，引用管理大师彼得?德鲁克的著作从八个领域提出并确立了天津机场公务机地面服务的战略目标。业务层战略的制定基于SWOT分析，作者结合文章第二部分环境分析的内容，以动态的眼光制定出从差异化转向聚焦的业务层战略。价值链分析的引入论证了此种战略选择的合理性，五力模型的进一步解读诠释出此种战略选择的依据。业务层战略的转型亦受到企业核心竞争力的动态发展影响。作者论述的意图在于指出：在公务机地面服务行业中，天津机场的竞争战略应保持领先，在对手没有意识到差异化的时候率先执行差异化战略，在对手执行差异化战略的时候转为聚焦。文章最后一部分与前文紧密衔接，以员工思维、市场调查、远期规划、资源投入、业务单元独立的先后顺序梳理出业务层战略的执行过程，并草拟了具体的业务内容和业务流程。随后，通过对企业组织结构的重塑构建与所选择的业务层战略相匹配的组织结构，然后探讨了如何建立天津机场公务机地面保障体系，包括停机坪的设置、保障流程的优化以及运营模式的简要设想。论文针对目前天津机场公务机地面服务不专业、不规范，缺乏有针对性和前瞻性的战略竞争规划，没有充分利用丰富资源和行业地位提供优质地面服务占领市场等问题，运用战略管理相关理论和服务相关理论探讨天津机场公务机地面服务的竞争战略，具有一定的理论应用创新价值。其中运用环境分析工具对企业内外部环境进行分析，依据五力模型和价值链进行差异化战略分析，提出了天津机场公务机地面服务业务竞争与成长的整体思路，其研究对国内相关机场企业制定和实施竞争战略具有一定的指导和借鉴作用。
英文摘要：	Business aviation is an important segmentation of the civil aviation industry. As an important part of Ge aviation, as a sunrise industry in China, it has come into people's vision gradually，after nearly 20 years of development. China has been a most growthful market of the Business aviation industry in the world. More and more business aviation operators are springing up. Therefore, as the center of ground service in downstream industry chain, the airport enterprise should keep pace with the times of business aviation, closely follow the momentum of the vigorous development of this industry. In recent years, due to the prosperity and development of Tianjin, the Binhai New Area for instance, and the port effect, airport, seaport for example. effect of favorable factors, related policy and the biennial Davos economic forum, More and more domestic and foreign dignitaries and group leaders come to Tianjin by jets. Therefore, the importance of business jet ground service around Tianjin is highlighted. The ground service demand grow with each passing day, a surge in competitors and the increasingly fierce market competition, that make the Tianjin Binhai International Airport (hereinafter referred to as the "TBIA") need to invest more resources into the ground services of business jets. These have some important practical significances that how will TBIA develop an effective competitive strategy, expand the operation scale and launch the more valuable services by the rich resources and the unique platform, thus access excess profits in the early period of market forming. Topic selection was based on the following five aspects: Firstly, the prospects for development of business aviation will be broad in China; Secondly, the number of executive business flights have been surged year by year in Tianjin; Thirdly, the present situation of business jet ground service is not good enough in TBIA; Fourthly, the author have years of practical experience for business jet ground service; Fifthly, the research literatures of the airport enterprise for business jet ground service were scarce. This paper contains four parts. Firstly the relevant knowledge of business aviation is introduced in the first part, and some basic concepts in this industry are defined. Secondly, the paper reviews the development of strategic management theory both at home and abroad, including the management guru Henry Mintzberg, in whose book, strategic theory had been divided into ten schools, and since the reform and opening, each phase of the strategic management theory in our country. Meanwhile, this essay lists the main strategic analysis tools and models for application. Then, the history of business aviation, business content of business jet ground service, and related research of FBO are focused on. Finally on the basis above, the essay also analyzes status quo and problems existed of business aviation development in China. In the second part, environmental analysis will pave below for the core argumentation. First, the author analyzes the external environment of TBIA deeply from the Angle of macroscopic, microscopic and competition environment, and expounds macro environment of TBIA in detail by collecting and referring to a large number of literatures from four aspects for the political, economic, social and technical. Analysis for micro environment is from the perspective of industry according to the Five-force Model, that indicates high barriers to entry, limited bargaining power of suppliers and buyers, no substitutes and fierce rivalry expected. Analyzing competitors by introducing some concepts such as market commonality and resource similarity, and pointing out the key factors. Second, after the brief introduction of TBIA, the author lists some main resources and capabilities of TBIA from many aspects. Finally combining these resources and capacities, distinguishing the Core Capability of Enterprise, and emphasizing it is dynamic. At the end of the second part, the author points out the important influence of the national policy, customers and enterprise itself. Part three is the core of the full text, including strategic objectives, strategic choice and strategic risk management. The establishment of strategic objectives based on the Service Profit Chain, the author emphasis on the significance of Internal service quality, and makes strategic objectives from eight key areas. Business-level strategy based on SWOT Analysis, the author makes choices of Differentiation strategy and Focusing. Michael Porter's Value Chain Model and Five-force Model give foundation to the strategic choice. Strategic transformation should be influenced by the transformation of Core Capability of Enterprise. In general, the author means that, strategic choice should be wise to plan ahead. The last part of paper is closely linked above, the author combed the process of strategy implementation, drafted content and process of business. Besides, it also include some ideas such as reshaping Organizational Structure and establishment of service system etc, that can match the strategy implementation. Aimed at the phenomenon that business jet ground services of TBIA are not professional or standardized, the competition strategy planning is the lack of forward-looking, the rich resources and the status of the industry have not been used to provide quality services or hold the market, the thesis apply strategic management theory and related service theory to discuss competitive strategy of business jet ground service of TBIA, and this is a certain kind of innovation value in theoretical application. With the help of environmental analysis tool for the analysis of internal and external environment, and the analysis of differentiation strategy what based on the five forces model and value chain, the paper offers the overall mentality about competition and growth of business jet ground service of TBIA. The research on the domestic airport development and implementation of enterprise competitive strategy will play a certain guidance and reference role.
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