本文選題：服務品牌 + 多品牌戰(zhàn)略��； 參考：《西北大學》2008年碩士論文

【摘要】： 隨著航空運輸的全球化、產品銷售的市場化,航空業(yè)之間的競爭也日趨激烈。研究和制定航空企業(yè)適用的旅客運輸服務品牌戰(zhàn)略,能夠使其正確處理短期利益與長期利益的關系,實現經濟效益的穩(wěn)定提高,使企業(yè)獲得競爭優(yōu)勢。 在我國民航體制改革出臺、三大集團成立之后,作為高投入、高科技、高風險的大型航空企業(yè)出了:提供高質量航線網絡和高等級航空產品、被主流旅客認可、與世界主流航空公司匹敵的新思路。其中“提供高等級航空產品”逐漸成為了航空企業(yè)間競爭的重要砝碼。中國東方航空股份有限公司(下簡稱東航)多年來,戰(zhàn)略系統(tǒng)逐步完善,實行“航空客運與貨運為龍頭、以航空運輸主業(yè)(旅客運輸服務)發(fā)展為主體,與相關產業(yè)協(xié)調發(fā)展、優(yōu)勢互補”的發(fā)展戰(zhàn)略。雖然方向性、思想性、條理性都很好,但操作性稍差。由于近年來東航主業(yè)的競爭力下降,公司整體競爭力隨之下降。國際主要市場的航空業(yè)發(fā)展經驗表明:具有良好品牌的航空公司能夠在航空業(yè)的長期競爭中保持優(yōu)勢地位,新加坡航空公司和美國西南航空公司的經營歷史也從實證上表明了這一點。 本文以相關理論為指導,主要運用實證分析法及SWOT分析工具,結合東航發(fā)展的實際情況和總體思路和目標,對東航客運服務品牌戰(zhàn)略的選擇進行研究,轉變其航空主業(yè)戰(zhàn)略方向,制定出實施一個公司多個品牌戰(zhàn)略,使之成為東航區(qū)別其他公司的一個重大差異化的優(yōu)勢競爭戰(zhàn)略。同時側重于集中優(yōu)勢資源打造高端品牌,利用剩余資源發(fā)展低端品牌,注重高端品牌的品味、內涵,實施一個公司多個品牌的競爭戰(zhàn)略。該戰(zhàn)略對于東航發(fā)展的整體性、長期性、基本性也有著至關重大的意義。 本文在借鑒國外各航空公司運用企業(yè)戰(zhàn)略獲得成功范例的基礎上,以企業(yè)戰(zhàn)略理論為指導,研究和制定東航旅客運輸服務品牌戰(zhàn)略,以實現企業(yè)經濟效益的穩(wěn)定提高。同時,也為我國航空運輸企業(yè)有效確立和實施旅客運輸服務品牌戰(zhàn)略,促進民航運輸業(yè)的協(xié)調和長遠發(fā)展提供借鑒和參考。
[Abstract]:With the globalization of air transportation and the marketization of product sales, the competition between aviation industry is becoming more and more fierce. The study and formulation of suitable passenger transport service brand strategy for aviation enterprises can make them correctly handle the relationship between short-term and long-term interests, realize the steady improvement of economic benefits, and enable enterprises to gain competitive advantages. After the introduction of the civil aviation system reform in China and the establishment of the three major groups, as a large aviation enterprise with high investment, high technology, and high risk, it has been recognized by mainstream passengers as providing high quality airline networks and high grade aviation products. New ideas to rival mainstream airlines around the world. Among them, providing high-grade aviation products has gradually become the important weight of competition among aviation enterprises. China Eastern Airlines Co., Ltd. (hereinafter referred to as China Eastern Airlines) for many years, the strategic system has been gradually improved, the implementation of "Air passenger and cargo as the lead, air transport main industry (passenger transport services) development as the main body, and related industries coordinated development," The development strategy of complementing each other's advantages. Although directional, ideological, organized are very good, but slightly less operational. As the competitiveness of China Eastern Airlines main industry declined in recent years, the overall competitiveness of the company declined. The development experience of the aviation industry in the major international markets shows that airlines with good brands can maintain an advantage in the long-term competition of the aviation industry. The operating history of Singapore Airlines and Southwest Airlines also demonstrates this empirically. Under the guidance of relevant theories, this paper mainly uses empirical analysis and SWOT analysis tools, combined with the actual situation, general ideas and objectives of the development of China Eastern Airlines, to study the choice of China Eastern passenger transport service brand strategy. To change the strategic direction of its main aviation industry, to formulate the implementation of a company's multi-brand strategy, making it a major differentiated competitive strategy for China Eastern Airlines to distinguish other companies. At the same time, it focuses on concentrating advantage resources to build high-end brands, using surplus resources to develop low-end brands, pays attention to the taste and connotation of high-end brands, and implements the competitive strategy of multiple brands in a company. This strategy is of great significance to the development of China Eastern Airlines. Based on the successful application of enterprise strategy by foreign airlines and guided by the theory of enterprise strategy, this paper studies and formulates the brand strategy of passenger transport service of China Eastern Airlines, so as to realize the steady improvement of economic benefits of enterprises. At the same time, it also provides reference and reference for China's air transport enterprises to effectively establish and implement passenger transport service brand strategy and promote the coordination and long-term development of civil aviation transport industry.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F562.6

【引證文獻】

相關碩士學位論文 前2條

1 楊潔;東海公務機有限公司市場品牌戰(zhàn)略研究[D];蘭州大學;2012年

2 王飛飛;中國民航高端經濟艙產品市場競爭策略研究[D];北京交通大學;2012年

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本文編號：1879435