【作者】 于鑫；

【导师】 李强；

【作者基本信息】 西南交通大学 ， 工商管理， 2011， 硕士

【摘要】 民用航空是一项高技术产业,是一个国家综合实力的象征。进入新世纪以来,我国民航业高速发展,已经从一个民航大国开始向民航强国过渡。中国商用飞机的生产,以及大飞机项目的上马,都为中国未来民用航空业的发展勾画出宏伟蓝图。国内航空公司正在经历改革重组,航空市场在不断开放,民营航空和国外航空公司也在快速参与竞争,使得国内民航市场在未来一段时间会竞争的非常激烈。在这种大背景下,国内各航空公司为了更好地适应未来发展的需要,都在不断地进行产业结构调整,制定公司未来发展战略,以图在激烈的竞争中处于领先地位。战略制定已经成为国内航空公司未来发展的首要因素。如何分析公司内、外部环境,如何选择战略定位,以及战略定位后的实施,将决定国内航空公司未来发展的命运。本文立足于国内民用航空市场的现状,以及各航空公司面临的形势,以山东航空公司为例,指明航空企业战略发展的重要性。通过分析山东航空公司的资源和能力、客运市场、货运市场、维修市场的内、外部环境,并采用SWOT分析法指出山航的的强势、弱势、机会和威胁,以选择山航的战略类型。根据已确立的战略类型,开展计划、组织和实施,提出以优化的成本地位,采取差异化为主的战略,建立比较竞争优势等一系列行动决策来指导未来发展方向。这对山东航空公司整合集团资源,优化业务,集中培育支柱产业,提高单元业务的竞争能力,在激烈的市场竞争中取得优势地位具有重要意义。更多还原

【Abstract】 As a high-tech industry, Civil aviation is a symbol of national comprehensive strength. Since entering new century, Our country civil aviation has developed with high-speed, and transferred gradually from a big civil aviation to a strong one. Commercial aircraft production and Large aircraft program advancement sketch a grand blueprint for the development of China’s future civil aviation. Now, Domestic airlines is regrouping, Aviation market is opening increasingly. Also more private and foreign airlines are getting involved in competition. So that, for some time to come domestic airlines market face fierce competition. Under this background, domestic airlines have to readjust the industrial structures and formulate development strategies, In order to adapt the needs and hold the leading position in the future.Strategy formulation is a primary factor for domestic airlines development and expansion in the future, Which depends on the analysis of interior and exterior environment, the choose of Strategic positioning and the implementation after strategy formulation. Based on the present situation of domestic civil aviation market and so many airline companys.By taking Shandong Airlines as example,To Indicate the importance of strategic development. Through the analysis of shandong airlines resources and capacity, passenger market, freight market, maintenance market internal and external environment, and using the SWOT method point out the ShanHang’s advantages and disadvantages, opportunities and threats, to select ShanHang strategic type. According to established strategic type, carry out the plan, organize and implement, put forward the optimized cost position, give first place to take differentiation strategy, establish comparatively competitive advantage and a series of actions to guide future development direction. It is greatly significant for Shandong Airlines to integrate group resource, optimize business, cultivate pillar industry, improve the unit ability of competition, and finally gain advantage position in fierce market.更多还原