东方航空公司战略定位-工商管理(MBA)专业论文.docxVIP

的各种战略选择 给出东航的总体战略定位 以东西向为主 立足 国内 连接海外 构建以干线支线相互连接的中枢辐射航线为主 城市 对航线为辅的航线网络 以多层次的 优质的服务 向广大旅客提供最 有价值的航空旅行选择 为了支撑东航的战略定位 本文接着对东航 战略的实施手段进行了初探 给出了实现战略目标九条途径 我相信通过正确的战略定位和有效的战略实施 东方航空公司必然 能在未来的竞争中争取全面的主动 关键字 东方航空公司 战略定位 外部环境因素分析 行业竞争 结构分析 SWOT 分析 中枢辐射航线  THE STRATEGIC POSITIONING OF CHINA EASTERN AIRLINE ABSTRACT Along with the globalization of Economics and the penetration of domestic market, China Eastern Airline after restructure is facing fierce competition. It is crucial to establish a clear strategic positioning under such circumstances. By using the methodology of strategic management, the thesis analysized both inner and outer environment of China Eastern Airline, and summarized the opportunities, threats, strengths and weaknesses of the company. After that, the thesis also give a SWOT analysis to different strategy choices and finally came out the basic strategic positioning. Furthermore, the thesis conducted a elementary discussion on how to achieve the target and implement the strategy. In the first half of the thesis, the outer environmental factors are analysised including economics, politics, natural resources, cultures, technology and competition. During the analysis of competitive factor, Michael Porter’ s Competitive Structure Method are elaborated separately in Chapter 34 due to it is of great importance. Within the five competitive factors, the competition in aviation industry is more complicated than others therefore are discussed in Chapter 4 including SWOT analysis, infrastructure capability analysis and key competition analysis of China Eastern Airline.  The sales channel is brought into the buyer factor section because it has the character of buyer. In Charpter 5, the thesis summarized all the SWOT that China Eastern Airline are facing, and established the foundation for further strategic positioning. Different strategic choices are discussed in Chapter 6 and finally came out the basic strategic positioning : Establish hub-spoke web