【摘要】：近幾年間,中國(guó)民航運(yùn)輸業(yè)實(shí)現(xiàn)了快速發(fā)展,運(yùn)輸能力和國(guó)際地位顯著提升。中國(guó)民航成為全球僅次于美國(guó)的第二大民航運(yùn)輸系統(tǒng)。隨著國(guó)內(nèi)民航運(yùn)輸市場(chǎng)的逐步開放,航空運(yùn)輸業(yè)的競(jìng)爭(zhēng)將更加激烈。各航空公司在價(jià)格、航線及時(shí)刻、服務(wù)和產(chǎn)品、營(yíng)銷渠道、航空樞紐等方面的競(jìng)爭(zhēng)日趨激烈。 東方航空公司作為我國(guó)三大國(guó)有骨干航空公司之一,擁有著得天獨(dú)厚的技術(shù)優(yōu)勢(shì)和管理優(yōu)勢(shì),它作為航空運(yùn)輸業(yè)的龍頭老大,國(guó)內(nèi)外市場(chǎng)的占有率與其他國(guó)內(nèi)航空公司相比,均處于領(lǐng)先地位。2013年安徽省經(jīng)濟(jì)保持持續(xù)增長(zhǎng),連續(xù)10年保持兩位數(shù)增長(zhǎng),增幅居全國(guó)第11、中部第1位。合肥機(jī)場(chǎng)作為安徽省的核心機(jī)場(chǎng),全年旅客吞吐量562.8萬人次,比去年增長(zhǎng)8.4%,新橋機(jī)場(chǎng)啟用前除元月份外,均保持2位數(shù)增長(zhǎng),且高于華東地區(qū)平均增速。東航安徽中心的發(fā)展,在東航本身母公司的政策指導(dǎo)下,處于高速增長(zhǎng)的階段。 本文在對(duì)企業(yè)的競(jìng)爭(zhēng)戰(zhàn)略理論進(jìn)行綜述的基礎(chǔ)之上,結(jié)合東方航空公司在安徽省的具體發(fā)展實(shí)際,首先利用PEST進(jìn)行了宏觀環(huán)境的分析,其次利用波特的五力模型理論對(duì)航空業(yè)的競(jìng)爭(zhēng)狀況進(jìn)行進(jìn)一步分析,再次結(jié)合東方航空公司在安徽地區(qū)的實(shí)際,利用SWOT分析法確定東方航空競(jìng)爭(zhēng)戰(zhàn)略選擇,最后就東方航空的競(jìng)爭(zhēng)戰(zhàn)略選擇,對(duì)于其職能戰(zhàn)略實(shí)施以及相關(guān)控制提出相關(guān)的政策建議。 根據(jù)對(duì)宏觀環(huán)境分析、航空業(yè)行業(yè)分析以及東方航空安徽地區(qū)的SWOT分析結(jié)果,本文認(rèn)為東方航空安徽地區(qū)應(yīng)該采用差異化的競(jìng)爭(zhēng)戰(zhàn)略為主,成本領(lǐng)先的競(jìng)爭(zhēng)戰(zhàn)略為輔的競(jìng)爭(zhēng)戰(zhàn)略。進(jìn)一步,根據(jù)該競(jìng)爭(zhēng)戰(zhàn)略的選擇結(jié)果,提出東方航空應(yīng)該在安徽地區(qū)的戰(zhàn)略實(shí)施與控制提出具體的政策建議。
[Abstract]:In recent years, China's civil aviation transport industry has achieved rapid development, transport capacity and international status has improved significantly. CAAC has become the second largest civil aviation transportation system in the world after the United States. With the gradual opening of the domestic civil aviation transportation market, the competition of the air transport industry will be more intense. The competition among airlines in price, route and time, service and product, marketing channel, aviation hub and so on is becoming increasingly fierce. As one of the three major state-owned backbone airlines in China, China Eastern Airlines has unique technical and management advantages. As the leading leader in the air transport industry, China Eastern Airlines has a market share compared with other domestic airlines. Anhui's economy continued to grow in 2013, with 10 consecutive years of double-digit growth, the 11th highest in the country and the first in central China. Hefei Airport, the core airport in Anhui Province, handled 5.628 million passengers in the whole year, an increase of 8.4 percent over last year. Except for January, Xinqiao Airport maintained a double-digit growth rate, which was higher than the average growth rate in East China. The development of Anhui Center of China Eastern Airlines, under the guidance of China Eastern's parent company, is in the stage of rapid growth. On the basis of summarizing the competitive strategy theory of enterprises and combining the actual development of China Eastern Airlines in Anhui Province, this paper firstly analyzes the macro environment by using PEST. Secondly, using Porter's five-force model theory to further analyze the competition situation of the aviation industry, combining the reality of China Eastern Airlines in Anhui area, using SWOT analysis method to determine the choice of competition strategy of Eastern Airlines. Finally, the author puts forward some relevant policy suggestions on the choice of competitive strategy and the implementation of function strategy and related control of China Eastern Airlines. Based on the results of macro environment analysis, aviation industry analysis and SWOT analysis of China Eastern Airlines Anhui region, this paper holds that China Eastern Airlines Anhui region should adopt a differentiated competitive strategy. A competitive strategy supplemented by a cost-leading competition strategy. Furthermore, according to the selection result of the competitive strategy, the paper puts forward some specific policy suggestions on the strategy implementation and control of China Eastern Airlines in Anhui.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F562

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