【摘要】：隨著近年來國際航空運輸業(yè)的全球化、自由化以及“十一五”期間，民航局“開放天空”政策的出臺，國外很多航空公司進入國內(nèi)市場，同時，國家放寬國內(nèi)航空公司的成立條件，民用航空如雨后春筍般不斷冒出。面臨復(fù)雜多變的國內(nèi)外宏觀環(huán)境和航空運輸業(yè)的競爭環(huán)境，作為本土航空公司一員的XH航空公司一方面面臨著巨大的發(fā)展機遇，擁有者較大的發(fā)展優(yōu)勢，另一方面，它也面臨著激烈的競爭和嚴(yán)峻的考驗，，本身也存在著發(fā)展的不利因素。XH航空公司的發(fā)展戰(zhàn)略的研究不僅可以對該公司今后的發(fā)展選擇提供參考，而且對國內(nèi)同類民航公司也具有著重要的借鑒意義。 本文以“海西戰(zhàn)略”的實施為背景，立足于XH發(fā)展的內(nèi)外部環(huán)境，通過運用PEST分析方法、SWOT分析方法和波特五力競爭模型，重點分析了XH航空公司面臨的機會和威脅、自身的優(yōu)勢和劣勢，進而提出該公司的發(fā)展戰(zhàn)略的確定以及戰(zhàn)略的實施。具體來說，文章共分為以下幾個部分的內(nèi)容：緒論部分，主要闡述了本文的研究背景、研究的目的和意義、使用的方法以及主要分析工具；理論綜述部分，主要闡述了戰(zhàn)略管理理論的演變和企業(yè)戰(zhàn)略管理體系的構(gòu)建；XH航空公司的外部環(huán)境分析部分，該部分把該公司的外部環(huán)境分為宏觀環(huán)境和微觀環(huán)境，分別加以分析；XH航空公司的內(nèi)部環(huán)境分析部分，通過分析得出其內(nèi)部資源的優(yōu)勢和劣勢；最后一部分是策略建議部分，基于SWOT分析方法，文章提出XH航空公司的發(fā)展戰(zhàn)略選擇，進而給出了發(fā)展戰(zhàn)略實施的措施。
[Abstract]:With the globalization and liberalization of the international air transport industry in recent years and the introduction of the "Open Sky" policy of the Civil Aviation Bureau during the Eleventh five-year Plan period, many foreign airlines have entered the domestic market and at the same time, The state relaxed the conditions for the establishment of domestic airlines, and civil aviation sprang up. Facing the complex and changeable domestic and foreign macro environment and the competitive environment of the air transportation industry, XH Airlines, as a member of the local airline, is faced with huge development opportunities and great development advantages on the one hand, and on the other hand, It is also facing fierce competition and severe test, and there are also some unfavorable factors. The research of XH airline's development strategy can not only provide reference for the future development choice of XH airline company, but also can be used as a reference for the future development of XH airline. And also has the important reference significance to the domestic similar civil aviation company. Based on the background of the implementation of "Hercynian Strategy" and based on the internal and external environment of the development of XH, this paper analyzes the opportunities and threats faced by XH Airlines by using PEST analysis method, SWOT analysis method and Porter's five-force competition model. Its own advantages and disadvantages, and then put forward the development strategy of the company and the implementation of the strategy. Specifically, the article is divided into the following parts: the introduction part, mainly describes the research background, the purpose and significance of the study, the methods used and the main analysis tools; In the part of theory review, it mainly expounds the evolution of strategic management theory and the construction of enterprise strategic management system. The external environment analysis part of XH Airlines, the external environment of the company is divided into macro environment and micro environment, respectively. XH airline internal environment analysis part, through the analysis of its internal resources of the strengths and weaknesses; The last part is the strategy suggestion part, based on the SWOT analysis method, this paper puts forward the development strategy choice of XH airline, and then gives the measures to implement the development strategy.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F562.6;F272

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