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论文编号：	9523
作者编号：	2120152753
上传时间：	2017/12/6 23:12:56
中文题目：	天津航空公司竞争战略研究
英文题目：	Research on the Competitive Strategy of Tianjin Airlines
指导老师：	武立东
中文关键字：	关键词：集中差异化战略； 国际航线； 枢纽型网络； 天津航空
英文关键字：	Key words: Centralized differentiation strategy; International routes; Hub network; Tianjin Airlines
中文摘要：	摘 要 近年来，伴随着中国民航客运业的高速发展，低成本航空与区域型地方航空公司相继成立，使得我国的民航竞争环境变得日益激烈，国内中型航司纷纷开始拓展国际海外市场。本文以天津航空公司作为研究对象，提出天津航空在国际化市场发展背景下的竞争战略。 首先，本文运用PEST分析法以及波特五力模型，对民航业宏观环境与行业竞争态势进行分析。面对国内充分竞争的市场环境以及高铁网络建设的持续冲击，仅仅立足于国内民航市场，已经难以满足天津航空公司未来的发展需求。作为一家中型航空公司，为了改变当前的成长困局，公司在深耕国内干支航线网络的同时，开辟国际航线，向国际市场迈进。 其次，结合天津航空公司发展现状，借助SWOT模型，深入系统性地分析天津航空内在的优势、劣势以及外部的机遇与威胁。根据SWOT分析结论，公司应该采取集中差异化的竞争战略，通过积极布局国内二线细分市场，建立枢纽型网络，打造从国内二线城市飞往国际一线城市错位差异化发展的精品航线，提升公司在细分市场的竞争优势。 然后，根据集中差异化的竞争战略，立足京津冀机场群，布局“一带一路”航线网络，深耕重庆、西安、乌鲁木齐等细分市场，搭建国内枢纽型网络，加快开辟国际航线。借助干支线航班向细分枢纽机场提供多层次客源，确保国际航班上座率，提高国际航线抗风险能力。同时，优化机型结构，扩大机队规模，满足航班运力。加强品牌建设，提升服务质量，增加顾客粘性。与国际航空公司之间开展合作，提升公司的综合实力。 最后，针对公司未来的发展，提出相应的保障措施。提高公司跨部门协调能力，建设以共同目标、知识分享、相互尊重的工作氛围，增强跨部门机构建设，有效地促进跨部门组织的沟通与协作。加强内部风险管控与安全文化建设，提高内部风险的识别能力，增强员工在工作中的安全意识，确保运行风险可控。通过电子商务增加公司直销比例。通过信息化建设，提高公司运营效率。 本文通过对当前民航市场的外部环境、竞争态势以及天津航空发展现状，明确公司集中差异化的竞争战略，面对当下民航业“走出去”的国际发展需求，希望能为当前其它中型航空公司的战略规划提供有益的借鉴，并对推动国内民航事业发展有所帮助。 关键词：集中差异化战略； 国际航线； 枢纽型网络； 天津航空
英文摘要：	Abstract In recent years, with the rapid development of civil aviation industry of China, low cost airlines and regional local airlines have been established so that the civil aviation competition in China has become increasingly fierce, and medium-sized domestic airlines have begun to expand international overseas market. This paper takes Tianjin airlines as the research object, and puts forward the competitive strategy of Tianjin airlines under the background of the development of the international market. First of all, this paper analyzes the macro environment and industry competition situation of civil aviation industry by using PEST analysis and Potter five force model. Facing the domestic market environment full of competition and the sustained impact of high-speed rail network construction, just based on the domestic civil aviation market, it has been difficult to meet the future development needs of Tianjin airlines. As a medium-sized airline, in order to change the current development predicament, the company is cultivating domestic air networks of trunk and feeder, and at the same time open the international routes and stride forward to the international market. Secondly, combined with the current situation of Tianjin airlines, and with the help of SWOT model, the paper systematically analyzes the advantages, disadvantages, opportunities and threats of Tianjin airlines. According to the conclusion of SWOT analysis, the company should adopt focus differentiation strategy. Through the layout of the domestic second tier market segments, the hub network of airport will be established. Build a high quality route from the domestic second tier cities to the international first tier cities and enhance the competitive advantage of the company in the market segments. Then, according to the centralized differentiation competition strategy, Tianjin Airline will work on the Beijing, Tianjin and Hebei airport group and the layout of "The Belt and Road route network. Deep plowing Chongqing, Xi'an, Urumqi and other market segments, build domestic hub network and speed up international routes. With the help of trunk and feeder flights, multi level tourists are provided to hub airports of segment market to ensure the attendance of international flights and to improve the anti-risk ability of international routes. At the same time, optimize the aircraft structure, expand fleet size and meet the flight capacity. Strengthen brand building, improve service quality and increase customer stickiness. Cooperate with international airlines to enhance the overall strength of the company. Finally, according to the future development of the company, the corresponding guarantee measures are put forward. Improve the ability of cross departmental coordination and build a work atmosphere with common goals, knowledge sharing and mutual respect. Strengthen the construction of cross departmental institutions and effectively promote cross departmental communication and collaboration. Strengthen internal risk control and security culture construction and improve the ability to identify internal risks. the staff is necessary to enhance security awareness at work to ensure operational risk control. Increase the proportion of direct sales through e-commerce. Through informatization construction, improve the efficiency of company operation. Based on the current aviation market environment, competition situation and development status of Tianjin airlines, the company will clearly focus on the differentiation competitive strategy. Facing the needs of international development of the current civil aviation industry "going out", It is hoped that it can provide a useful reference for other medium-sized airlines' strategic planning and help to promote the development of domestic civil aviation. Key words: Centralized differentiation strategy; International routes; Hub network; Tianjin Airlines
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