春秋航空公司竞争优势战略制定-中国政法大学MBA教育中心.DOC

论文编号： 春秋航空公司竞争优势研究 中国政法大学研究生院 二○一五年四月 春秋航空公司竞争优势研究 摘 要 廉价航空是我国航空运输业一个新兴的分支，近年来发展十分迅猛。春秋航空作为这个细分领域中第一家公司，发展面临诸多的挑战，亟需提升竞争能力。在回顾经典理论文献的基础上，本文从该公司面临的宏观环境着手，分析了公司所面临的政治、经济、社会、技术等情况，同时分析了公司所面临的竞争环境。紧接着，我们对公司的内部情况进行了梳理，在此基础上，我们弄清了公司自身的优劣势与外部的机会、威胁。 文章得出如下结论：第一，第二，在既定愿景与使命之下，通过GE矩阵、SOWT矩阵等分析公司，我们将公司的竞争优势提升战略目标设定为：以飞行安全为前提，以“低成本”为卖点，拓展国内航线、深耕国际航线，成为国内一流、远东知名的廉价航空企业。第三，为配合公司的战略发展目标的落地，春秋航空公司需要在在整体战略的指引下，对公司市场开发、人力资源、技术投入、财务管理、品牌战略等职能策略进行改进。文章还就本文的发现提出了相关启示和政策建议。 THE RESEARCH ON SPRING AIRLINES’ COMPETITIVE ADVANTAGE ABSTRACT Low-cost airline is an emerging branch of air transportation industry in our country, developing very rapidly in recent years. Spring airlines as the first company in the niche and development face many challenges, needs to improve competitive ability. In reviewing the literature on the basis of classic theory, this paper start from the macro environment of the company, analyzes the company faced by political, economic, social, technology, etc., analyses the competitive environment faced by company at the same time. Then, we are on the companys internal situation, and we find out the advantages and disadvantages of the company itself and the external opportunities and threats. The study drew the following conclusions. First, through the analysis of the stakeholders, we think that the vision and mission of the spring airlines is: provide customers with safe, high-quality, low-price flight service, provide employees with competitive compensation and development space and seek long-term returns for our shareholders. Second, under the given vision and mission, through the analysis of companies such as GE matrix, SOWT matrix, we increased the competitive advantage of company strategic goals set for: On the premise of flight safety and to low cost is the selling point, expand domestic routes, the deepening of international routes, become the domestic first-class, low-cost airline company well-known in the far east. Third, to tie in with the companys strateg