深圳航空公司發(fā)展戰(zhàn)略研究
發(fā)布時(shí)間：2019-02-22 18:17
【摘要】：改革開(kāi)放三十多年來(lái),中國(guó)民航業(yè)發(fā)生了翻天覆地的變化。中國(guó)現(xiàn)代民用航空事業(yè)的開(kāi)端是1949年成立中國(guó)民用航空管理局,從上個(gè)世紀(jì)70年代開(kāi)始,我國(guó)的民用航空事業(yè)走上了飛速發(fā)展的道路。眾所周知,民用航空運(yùn)輸是我國(guó)綜合交通運(yùn)輸體系的重要組成部分,也是我國(guó)具有舉足輕重作用的重要經(jīng)濟(jì)部門(mén)。隨著中國(guó)民用航空事業(yè)發(fā)展的步伐大步向前,中國(guó)民航市場(chǎng)的準(zhǔn)入門(mén)檻和限制條件逐漸降低,各個(gè)地方性的航空公司猶如雨后春筍一樣冒了出來(lái)。由于每一個(gè)�。卸枷Ｍ麚碛幸宰约旱某鞘衼�(lái)命名的航空公司,中國(guó)民航市場(chǎng)一度呈現(xiàn)群雄逐鹿的局面。最具典型性的時(shí)間段是上個(gè)世紀(jì)末本世紀(jì)初,1993年,深圳航空公司就誕生于那個(gè)特定的時(shí)間段,自此成為深圳這座美麗又開(kāi)放城市的一張亮麗的城市名片。 時(shí)間進(jìn)入到二十一世紀(jì),本世紀(jì)的第一個(gè)十年對(duì)于中國(guó)民航來(lái)說(shuō)一個(gè)動(dòng)蕩而又艱難的十年,對(duì)于深圳航空公司來(lái)說(shuō)就更是如此了。2002年,中國(guó)民航業(yè)的重組事宜塵埃落定,就航空公司而言,最終形成了三大國(guó)有巨頭航空公司一一中國(guó)國(guó)際航空公司、東方航空公司、南方航空公司,這三大國(guó)有航空公司掌握著中國(guó)航空運(yùn)輸業(yè)的絕大部分戰(zhàn)略資源,同時(shí)也牢牢把控著中國(guó)航空運(yùn)輸市場(chǎng)。2003年的非典將包括中國(guó)在內(nèi)的全球民航業(yè)推向了巨額虧損的深淵,待到國(guó)內(nèi)民航業(yè)剛剛走出這個(gè)深淵,2008年一場(chǎng)世界性的金融風(fēng)暴突然襲來(lái),國(guó)內(nèi)外經(jīng)濟(jì)狀況一片蕭條,中國(guó)民航市場(chǎng)再次步入市場(chǎng)不景氣的深淵。 總體而言,新世紀(jì)以來(lái)的中國(guó)民航市場(chǎng)發(fā)展?fàn)顩r并不樂(lè)觀,深航作為一家地方性的航空公司更是備嘗艱辛。從宏觀層面上來(lái)看,國(guó)內(nèi)外經(jīng)濟(jì)形勢(shì)相對(duì)慘淡,市場(chǎng)進(jìn)一步的繁榮尚需等待時(shí)間。國(guó)內(nèi)三大國(guó)有航空公司勢(shì)力龐大,各類(lèi)中小型航空公司割據(jù)一方,市場(chǎng)競(jìng)爭(zhēng)異常激烈。從公司層面上來(lái)看,包括航油在內(nèi)的各類(lèi)成本高居不下,公司生存和發(fā)展壓力較大。公司性質(zhì)發(fā)生改變,控股股東幾度更迭,影響企業(yè)的戰(zhàn)略發(fā)展。盡管如此,深航有著自己的優(yōu)勢(shì),在新世紀(jì)的第二個(gè)十年,無(wú)論是國(guó)內(nèi)外還是行業(yè)內(nèi)外都呈現(xiàn)出了一些新形勢(shì)、新特點(diǎn),深航盡管需要面臨不少挑戰(zhàn),但也將迎來(lái)巨大發(fā)展機(jī)遇。本文運(yùn)用戰(zhàn)略管理理論的相關(guān)經(jīng)典理論和模型,結(jié)合深航的客觀實(shí)際,分析了外部環(huán)境中的機(jī)會(huì)和威脅,明確了內(nèi)部環(huán)境中的優(yōu)勢(shì)和劣勢(shì)。經(jīng)過(guò)深入分析和研究,本文最終選擇SO戰(zhàn)略(即增長(zhǎng)性戰(zhàn)略)作為深航的發(fā)展戰(zhàn)略,并為其戰(zhàn)略發(fā)展的實(shí)施提供指導(dǎo)意見(jiàn)。
[Abstract]:Since the reform and opening up more than 30 years ago, China's civil aviation industry has undergone earth-shaking changes. The beginning of China's modern civil aviation industry was the establishment of China Civil Aviation Administration Bureau in 1949. Since the 1970s, China's civil aviation industry has been on the road of rapid development. As we all know, civil air transportation is an important part of China's comprehensive transportation system, and it is also an important economic department which plays an important role in our country. With the rapid development of China's civil aviation industry, the entry threshold and restrictions of China's civil aviation market have been gradually lowered, and local airlines have sprung up. Because every province or city wants to have an airline named after its own city, the civil aviation market of China once presented the situation of herd. The most typical time period was at the end of the last century and the beginning of this century, in 1993, Shenzhen Airlines was born in that particular time period, and has since become a beautiful and open city of Shenzhen a bright city business card. Time has entered the 21 century, the first decade of this century has been a turbulent and difficult one for CAAC, especially for Shenzhen Airlines. In 2002, the reorganization of China's civil aviation industry was settled. As far as airlines are concerned, they have finally formed three major state-owned airlines, namely, China International Airlines, China Eastern Airlines, and Southern Airlines. These three state-owned airlines hold most of the strategic resources of China's air transport industry. At the same time, it also firmly controls China's air transport market. In 2003, SARS pushed the global civil aviation industry, including China, into the abyss of huge losses, until the domestic civil aviation industry had just emerged from this abyss. In 2008, a worldwide financial storm suddenly hit, the domestic and foreign economic conditions were depressed, China civil aviation market once again into the abyss of market depression. Generally speaking, the development of civil aviation market in China since the new century is not optimistic, Shenzhen Airlines as a local airline is more difficult. From the macro point of view, the domestic and foreign economic situation is relatively bleak, the market needs to wait for further prosperity. China's three major state-owned airlines are powerful, all kinds of small and medium-sized airlines are divided into one side, the market competition is extremely fierce. At the company level, all kinds of costs, including aviation oil, are high, and the pressure of survival and development of the company is great. The nature of the company changes, controlling shareholders change several times, affecting the strategic development of enterprises. Nevertheless, Shenzhen Airlines has its own advantages. In the second decade of the new century, both at home and abroad as well as within and outside the industry, Shenzhen Airlines has presented some new situations and new characteristics. Although Shenzhen Airlines needs to face many challenges, But it will also usher in huge development opportunities. Based on the classical theories and models of strategic management theory and the objective reality of Shenzhen Airlines, this paper analyzes the opportunities and threats in the external environment, and clarifies the advantages and disadvantages in the internal environment. After in-depth analysis and research, this paper finally chooses SO strategy (growth strategy) as the development strategy of Shenzhen Airlines, and provides guidance for the implementation of its strategic development.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F562.6
本文編號(hào)：2428481
[Abstract]:Since the reform and opening up more than 30 years ago, China's civil aviation industry has undergone earth-shaking changes. The beginning of China's modern civil aviation industry was the establishment of China Civil Aviation Administration Bureau in 1949. Since the 1970s, China's civil aviation industry has been on the road of rapid development. As we all know, civil air transportation is an important part of China's comprehensive transportation system, and it is also an important economic department which plays an important role in our country. With the rapid development of China's civil aviation industry, the entry threshold and restrictions of China's civil aviation market have been gradually lowered, and local airlines have sprung up. Because every province or city wants to have an airline named after its own city, the civil aviation market of China once presented the situation of herd. The most typical time period was at the end of the last century and the beginning of this century, in 1993, Shenzhen Airlines was born in that particular time period, and has since become a beautiful and open city of Shenzhen a bright city business card. Time has entered the 21 century, the first decade of this century has been a turbulent and difficult one for CAAC, especially for Shenzhen Airlines. In 2002, the reorganization of China's civil aviation industry was settled. As far as airlines are concerned, they have finally formed three major state-owned airlines, namely, China International Airlines, China Eastern Airlines, and Southern Airlines. These three state-owned airlines hold most of the strategic resources of China's air transport industry. At the same time, it also firmly controls China's air transport market. In 2003, SARS pushed the global civil aviation industry, including China, into the abyss of huge losses, until the domestic civil aviation industry had just emerged from this abyss. In 2008, a worldwide financial storm suddenly hit, the domestic and foreign economic conditions were depressed, China civil aviation market once again into the abyss of market depression. Generally speaking, the development of civil aviation market in China since the new century is not optimistic, Shenzhen Airlines as a local airline is more difficult. From the macro point of view, the domestic and foreign economic situation is relatively bleak, the market needs to wait for further prosperity. China's three major state-owned airlines are powerful, all kinds of small and medium-sized airlines are divided into one side, the market competition is extremely fierce. At the company level, all kinds of costs, including aviation oil, are high, and the pressure of survival and development of the company is great. The nature of the company changes, controlling shareholders change several times, affecting the strategic development of enterprises. Nevertheless, Shenzhen Airlines has its own advantages. In the second decade of the new century, both at home and abroad as well as within and outside the industry, Shenzhen Airlines has presented some new situations and new characteristics. Although Shenzhen Airlines needs to face many challenges, But it will also usher in huge development opportunities. Based on the classical theories and models of strategic management theory and the objective reality of Shenzhen Airlines, this paper analyzes the opportunities and threats in the external environment, and clarifies the advantages and disadvantages in the internal environment. After in-depth analysis and research, this paper finally chooses SO strategy (growth strategy) as the development strategy of Shenzhen Airlines, and provides guidance for the implementation of its strategic development.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F562.6
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