【摘要】：隨著我國(guó)經(jīng)濟(jì)的高速發(fā)展,居民收入的不斷提高,旅游需求帶動(dòng)了航空業(yè)客運(yùn)量的增加；國(guó)際貿(mào)易的往來(lái)也日益增加,為我國(guó)航空運(yùn)輸市場(chǎng)創(chuàng)造了更多的機(jī)會(huì)。然而,在面臨這巨大機(jī)遇的同時(shí),我國(guó)航空運(yùn)輸業(yè)也面臨著高鐵、公路等替代品搶占市場(chǎng)的威脅,以及國(guó)內(nèi)低價(jià)民航的崛起和外航的“虎視眈眈”等激烈的行業(yè)競(jìng)爭(zhēng)。鑒于此,本文對(duì)我國(guó)內(nèi)地兩家具有典型代表性的航空運(yùn)輸上市公司——國(guó)航和海航進(jìn)行全面的研究。本文研究思路如下： 第一章導(dǎo)論部分介紹了文章的研究對(duì)象與研究背景,提出研究目的和方法,并描述了研究的框架。 第二章主要是對(duì)戰(zhàn)略管理的相關(guān)理論進(jìn)行文獻(xiàn)綜述,從戰(zhàn)略分析到戰(zhàn)略制定,最后是戰(zhàn)略實(shí)施。在戰(zhàn)略制定過(guò)程中特別研究分析了航空業(yè)戰(zhàn)略制定的相關(guān)文獻(xiàn),為全文的分析提供了理論基礎(chǔ)。 第三章利用PEST分析法對(duì)航空運(yùn)輸業(yè)的宏觀環(huán)境進(jìn)行分析,在分析經(jīng)濟(jì)環(huán)境時(shí)作者結(jié)合了近幾年的經(jīng)濟(jì)發(fā)展趨勢(shì)和數(shù)據(jù),力圖為讀者展現(xiàn)最新的經(jīng)濟(jì)情況。最后利用經(jīng)典的五力模型對(duì)行業(yè)環(huán)境進(jìn)行了分析。 第四章分別對(duì)國(guó)航和海航的發(fā)展戰(zhàn)略歷程進(jìn)行分析,按照時(shí)間階段的劃分,研究了兩家公司從成立到2010年的成長(zhǎng)戰(zhàn)略歷程。 第五章是本文的重點(diǎn),也是創(chuàng)新之處,對(duì)國(guó)航和海航的發(fā)展戰(zhàn)略進(jìn)行比較分析,重點(diǎn)分析了兩家公司的戰(zhàn)略方式、業(yè)務(wù)范圍、融資方式、人才儲(chǔ)備和營(yíng)銷管理方面的共性和差異點(diǎn)；并利用財(cái)務(wù)數(shù)據(jù)對(duì)兩家公司的戰(zhàn)略成效進(jìn)行比較；最后對(duì)國(guó)航和海航的發(fā)展戰(zhàn)略進(jìn)行了綜合分析。 第六章結(jié)合未來(lái)航空運(yùn)輸業(yè)發(fā)展的趨勢(shì),并分析該行業(yè)的機(jī)遇和挑戰(zhàn)；分別對(duì)國(guó)航和海航的未來(lái)發(fā)展提出了相應(yīng)的對(duì)策建議。 第七章是結(jié)束語(yǔ),對(duì)本文的研究情況進(jìn)行簡(jiǎn)要說(shuō)明,并分析了文章研究的創(chuàng)新之處和不足點(diǎn)。
[Abstract]:With the rapid development of China's economy and the continuous improvement of residents' income, the demand for tourism has led to the increase of passenger traffic in the aviation industry, and the international trade has also increased day by day, which has created more opportunities for the air transportation market of our country. However, in the face of this huge opportunity, China's air transport industry also faces the threat of high-speed rail, highway and other substitutes to seize the market, as well as the rise of domestic low-cost civil aviation and foreign airlines "eyeing" fierce industry competition. In view of this, this article carries on the comprehensive research to two representative air transport listed companies in mainland of China-Air China and HNA. The main ideas of this paper are as follows: the first chapter introduces the research object and background, puts forward the research purpose and method, and describes the framework of the research. The second chapter is a literature review of the relevant theories of strategic management, from strategic analysis to strategic formulation, and finally to the implementation of strategy. In the process of strategy making, this paper studies and analyzes the relevant documents of aviation industry strategy making, which provides the theoretical basis for the analysis of the full text. In the third chapter, the author analyzes the macro environment of air transportation industry by using PEST analysis method. The author combines the economic development trend and data in recent years, and tries to show readers the latest economic situation. Finally, the industry environment is analyzed by the classical five-force model. The fourth chapter analyzes the development strategy of Air China and HNA respectively, according to the division of time, studies the growth strategy of the two companies from foundation to 2010. The fifth chapter is the focal point of this article, also is the innovation, carries on the comparative analysis to the development strategy of Air China and the HNA, emphatically analyzed the strategic way, the business scope, the financing way of the two companies, The commonness and difference of talent reserve and marketing management; Finally, the paper makes a comprehensive analysis of the development strategy of Air China and HNA. The sixth chapter analyzes the opportunities and challenges of the future air transportation industry, and puts forward corresponding countermeasures and suggestions for the future development of Air China and HNA respectively. The seventh chapter is the conclusion, which briefly explains the research situation, and analyzes the innovation and deficiency of the paper.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F562

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