本文關鍵詞：SDTG公司競爭戰(zhàn)略研究　出處：《山東大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： SDTG 飛機維修 競爭戰(zhàn)略 成本領先集中戰(zhàn)略

【摘要】：中國正逐步從溫飽型社會向小康型社會過渡。由于改革開放的原因,中國民航產(chǎn)業(yè)持續(xù)快速增長,具體表現(xiàn)為各航空公司以及相關單位林立,各自的航線運營網(wǎng)絡不斷拓展,民航機場等基礎建設取得重大進展。由于中國經(jīng)濟的巨大拉動作用,中國民航機隊平均增長速度旅客運輸量等關鍵性指標更是取得平均每年10%左右的增幅,勢頭喜人,發(fā)展強勁。與此同時,國內(nèi)公務機市場作為最近幾年的熱門產(chǎn)業(yè),更是以每年15%的增長速度傲視全球。國產(chǎn)大飛機項目的穩(wěn)步推進,也使得中國民航產(chǎn)業(yè)更上臺階。飛機維修是民航運輸?shù)难由飚a(chǎn)業(yè),民用航空維修(MR0)市場發(fā)展迅速；在世界范圍內(nèi)普遍增長較快。而中國市場更是首當其沖。據(jù)預測,中國國內(nèi)維修市場復合增長率有望突破10%,維修市值約占亞太區(qū)份額25%以上。SDTG公司是一家位于濟南,以機體維修為主的民用飛機維修公司,主要經(jīng)營以波音737為主體的中小型飛機維修業(yè)務,收入主要來源于來第三方客戶。自成立至今分享了中國民航產(chǎn)業(yè)以及維修產(chǎn)業(yè)高速增長的盛宴。其經(jīng)營規(guī)模,利潤水平持續(xù)增長并迅速在亞太地區(qū)民用航空維修企業(yè)中占有一席之地。但近年來,伴隨著中國勞動力成本的持續(xù)增長,美元人民幣匯率的持續(xù)走低,窄體機業(yè)務的相對飽和,SDTG公司增長勢頭有所放緩。如何抓住機遇,迎接挑戰(zhàn),選擇合適的競爭戰(zhàn)略成為公司急需解決的重要課題,也為今后的可持續(xù)發(fā)展奠定良好的基礎。本文運用企業(yè)戰(zhàn)略分析理論中幾種常見理論與方法如PEST分析,五力模型,SWOT分析等,結合客觀數(shù)據(jù),對SDTG公司的所處的內(nèi)外部環(huán)境做出綜合研究。仔細分析了公司的優(yōu)勢與劣勢,機會與挑戰(zhàn)等的主觀和客觀因素。就內(nèi)部環(huán)境而言,公司的優(yōu)勢主要在于737系列窄體飛機維修技術成熟；地處濟南,勞動力成本低廉；進入公務機維修市場較早,公務機維修類別業(yè)內(nèi)領先等。而劣勢在于產(chǎn)品線過于單一；整體服務意識有待提高；國際業(yè)務過于依賴日本市場；存在一定政治風險以及機會風險等。就外部環(huán)境而言,公司的優(yōu)勢在于行業(yè)處于半壟斷,市場空間巨大：但也伴隨著勞動力成本激增,重復建設過多這樣的不利條件。就整體而論,公司的優(yōu)勢大于劣勢,機會大于威脅。作者結合公司實際情況,分析了SDTG公司供應鏈中價值增值環(huán)節(jié),從而建議公司執(zhí)行成本領先集中戰(zhàn)略。在確保主業(yè)機體維修成本領先的基礎上,集中優(yōu)勢資源對公務機和零部件制造業(yè)務進行集中以爭取超額利潤。在明確公司戰(zhàn)略以后,再從企業(yè)文化、人力資源、生產(chǎn)控制、銷售與營銷、服務這五個環(huán)節(jié)對戰(zhàn)略的具體策略和保障措施給出具體建議,希望能夠?qū)镜陌l(fā)展提供一定的借鑒和幫助。最后對本篇論文進行了總結和展望,相關競爭戰(zhàn)略如能得以正確的布置與實施,SDTG公司將會迎來更好的發(fā)展與成長。
[Abstract]:China is gradually changing from the food and clothing society to the well-off society. Due to the reasons of reform and opening up, China's civil aviation industry continues to grow rapidly, especially for airlines and related units. Their airline operation networks are expanding continuously, and significant progress has been made in infrastructure construction such as civil aviation and airports. Due to the great pulling effect of China's economy, the average growth rate of China's civil aviation fleet and other key indicators such as passenger traffic volume are gaining an average annual growth rate of about 10%, which is gratifying and strong. At the same time, the domestic official machine market as a hot industry in recent years, is an annual growth rate of 15% the envy of the world. The steady progress of domestic large aircraft projects also makes China's civil aviation industry more advanced. Aircraft maintenance is an extended industry of civil aviation transportation, and civil aviation maintenance (MR0) market has developed rapidly; it has grown rapidly in the world. And the Chinese market is the first to bear the brunt. It is predicted that the compound growth rate in China's domestic maintenance market is expected to break through 10%, and the market value of maintenance is about 25% in the Asia Pacific region. SDTG is a civil aircraft maintenance company mainly located in Ji'nan, which mainly relies on body maintenance. It mainly runs Boeing 737 as the main body of small and medium-sized aircraft maintenance business, and the main source of income comes from third party customers. Since its establishment, the Chinese civil aviation industry and the rapid growth of the maintenance industry have been shared. Its operating scale, profit level continues to increase and occupy a place in the civil aviation maintenance enterprises in the Asia Pacific region. But in recent years, along with the continuous growth of China's labor costs, the US dollar exchange rate continues to decline, and the narrow body business is relatively saturated, and the growth rate of SDTG has slowed down. How to seize opportunities and meet challenges and choose the right competitive strategy has become an important topic for the company to solve. It also lays a good foundation for the sustainable development in the future. This paper applies several common theories and methods in enterprise strategic analysis theory, such as PEST analysis, five force model, SWOT analysis, etc., combined with objective data, makes a comprehensive research on the internal and external environment of SDTG company. The subjective and objective factors of the company's strengths and weaknesses, opportunities and challenges are carefully analyzed. In terms of the internal environment, the company's main strength lies in the mature technology of the 737 series narrow body aircraft maintenance technology, located in Ji'nan, the labor cost is low, the market for entering the business aircraft maintenance is earlier, the business aircraft maintenance category is in the lead and so on. The disadvantage is that the product line is too single, the overall service consciousness needs to be improved, the international business is too dependent on the Japanese market, and there are certain political risks and opportunities risks. For the external environment, the advantage of the company is that the industry is semi monopolized, and the market space is huge. But with the increase of labor cost, there are too many disadvantages such as repeated construction. As a whole, the company's advantages outweigh the disadvantages, and the opportunity is greater than the threat. Based on the actual situation of the company, the author analyzes the value added link in the supply chain of SDTG company, and suggests that the company carry out the cost leading strategy. On the basis of ensuring the lead of the maintenance cost of the main industry, the centralized resources are concentrated on the business of public service machines and parts and parts in order to strive for excess profits. After making clear the company strategy, we will give specific suggestions for the specific strategies and safeguard measures of the strategy from the five links of corporate culture, human resources, production control, sales and marketing, and services, hoping to provide some references and help for the development of our company. Finally, we summarize and look forward to this paper. If the relevant competitive strategies can be properly arranged and implemented, SDTG company will have a better development and growth.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272;F426.5

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本文編號：1340210