【作者】 赵玮萍；

【导师】 程佳惠；

【作者基本信息】 清华大学 ， 企业管理， 2003， 硕士

【摘要】 海航集团做为中国航空界迅速发展起来的最新锐航空集团，面对经济全球化的国际竞争和经济市场化的国内竞争，如何制定企业发展战略，实现企业资源的最优化配置，增强企业的核心竞争力，是当前海航集团所面对的一项重要课题。本文首先对海航集团所面临的外部环境进行分析，分别对企业面临的宏观环境(PEST)、行业环境及竞争环境进行了研究；而后又对企业的内部资源进行分析，分别从企业的人力资源、财务资源及运营资源等角度详细地剖析了海航集团内部存在的优势与劣势。在上述基础上，文中制定了海航集团的发展战略目标，战略方针、远景目标，同时对实现海航集团战略目标进行了战略制定与选择，通过以航空运输业为主业的多元化发展战略与收购兼并战略等方法来实现企业最终战略目标。文章最后，为确保所制定战略目标的顺利实现，作者将战略实施分为三个阶段，对每个阶段的工作内容进行了详细阐述和策划。本论文的研究，对现阶段海航集团的发展进行了统筹规划，对企业的长期生存和不断发展起到了总体性谋划的作用，同时对中国非国有直属航空公司如何在管制严格与政策倾斜等复杂的外部行业环境中发展壮大，具有一定的借鉴与参考价值。更多还原

【Abstract】 As a new airlines company with high development in the China civil aviation, Hainan Airlines Group is facing both the internal and the international competition in the economic globalism. It is very urgent for HNA Group to draw up a development strategic plan, allocate the resources and strengthen the competitive ability. In the paper, the exterior environment, the PEST, the development condition and the competition environment of HNA Group are analyzed firstly. Then, the interior resources of HNA Group are analyzed, including the human resources, financial resources and operation resources. The interior advantage and disadvantage of HNA Group are pointed.On the basis of the above analysis, the development strategic target, the guideline and the long-range target of HNA Group are showed. Simultaneously, the strategies—the multi-business development strategy with the principal business of the aviation transportation and A&M (acquisition and merger) are made to realize the ultimate strategic target of HNA Group. Finally, three steps are devided to insure the realization of the development strategy of HNA Group. At the same time, the main works of each step are laid out.The study of the paper is propitious for the long-term development of HNA Group. Furthermore, for the non-state owned airlines companies, it could be a reference to find out a proper way to expand in the complicated environment.更多还原