上海航空公司竞争战略研究

上海交通大学硕士学位论文上海航空公司竞争战略研究姓名：王朝晖申请学位级别：硕士专业：工商管理指导教师：史占中20060115“”201036001030%19853427430SWOTSWOTTHERESEARCHOFSHANGHAIAIRLINESFORCOMPETITIVESTRATEGYABSTRACTAirTransportationIndustryhasbeengrowinganddevelopingrapidlywhiletheworldeconomyisgoingglobalization.IntheAirTransportationIndustryofChina,threemajorairlinesdominatethemarketwithotherprovincialairlines,includingShanghaiAirlines,joiningthecompetitionafteraseriesofindustrystructuralreformshavebeenimplementedsince1980s.ThePassengerTransportationmarkethasbeendevelopedtomonopolycompetitionstatus.ShanghaiwhichistheeconomicalandfinancialcenterofChinaholdstwointernationalairports.PudongAirportwillbedevelopedtointernationalMetropolitanAirportaccordingtotheShanghaiCityPlanningandCAAC“theTenthFive”Planning.Bytheendof2010,theannualPassengerThoughputwillreachto36,000,000people,whichvolumewillrankthetoptenintheworld,whilethepassengertransferratewillbeupto30%.ThecongregationandradiationinairwaywillbeasignificantcontributortothedevelopmentofAirTransportationIndustryinChina.Theanalysisinthedissertationisconductedunderthebackgrounddescribedinthesetwopointsabove.ShanghaiAirlineswasestablishedin1985andtherewasonly3aircraftsinthefleet.Nowadays,asamiddlescaleairlines,itsannualtransportationturnoverisupto700millionandpassengertransportationvolumeisover4.3millionwhileitsfleethasdevelopedto42aircrafts.FacingthedramaticchangeinthemarketandtheopportunityprovidedbythestrategicblueprintofPudongMetropolitanAirportconstruction,ShanghaiAirlinesshouldunderstandthenewstrategicenvironment,investigatethemarketstructureandcompetitiveelements,analyzetheinternalstrengthensandweaknesses,theexternalopportunitiesandthreatsinordertodevelopandimplementthecompetitivestrategywhichmeetstherequirementsofthecompanyvisionandstrategyandfacilitatesthecompanytosucceedinthenewenvironment.TheimprovementinthecompanycompetitivecompetencewillbuildthefoundationuponwhichShanghaiAirlineswillcontinuetogrowinthefuture.Thedissertationconsistsofprefaceandfivechapters:Preface,inwhichtheauthorintroducesthebackground,objective,methodandpriorityintheanalysis.Chapter1TheAirTransportationIndustryOverviewIntroduction,whichconsistsofthecompanybriefintroduction,CAACdevelopmenthistoryandcurrentsituation.Chapter2CompanyEnvironmentandMarketStructureAnalysis,whichanalyzesthemacroenvironmentandAirTransportationIndustrymarketstructuretobuildanunderstandinginstrategicenvironmentofthecompany.Chapter3CompanySWOTAnalysis,whichinvestigatestheinternalstrengthsandweaknesses,andexternalopportunitiesandthreatstoprovideinputsforthecompetitivestrategydevelopment.Chapter4CompanySegmentalMarketPositioningandCompetitiveStrategyDevelopment,whichappliestheMichaelE.Porter’sCompetitiveStrategytheorytodevelopcompetitivestrategyforShanghaiAirlines.ToestablishtheLowestCostStrategyinthelongtermtohelpShanghaiAirlinesbuildacostadvantagewhileusingtheDifferentiatedFocusStrategytopursuittheleadingpositioninasegmentalmarket.Chapter5CompanyCompetitiveStrategyImplementation,whichprovidesvaluablesuggestiononthefunctionalchangeinOrganizationStructure,HumanResourceManagement,Marketing,ServicesProcess,AircraftMaintenanceandFinanceManagement.KEYWORDS:shanghaiairlines,marketstructure,SWOTanalysis,competitivestrategy1802002101180%80SWOT2SWOTSWOTMBA170742767757737CRJ2,,199819991999,2003,MBA29007474001801978981622.99230198035198710151990199020443797251659.6MBA320015661143143141.27524201)1978200418.2%16.3%15.8%2004206.8120522372)2004152680%130700113)901304)2002,,,,,,80%MBA41978101)202004200210.2200413.69.5%2)3)80%MBA51)70%25007009006005002)200494227.7%29366.8%1997200437.7%47.2%200381135MBA6FIGURE2-1FiveForcesModel1)2)3)4)1)2002,,,,,,80%12952.01805.417544.42416.315239.82071.1346.9432.0275.6490.7224.9350.2242.6227.8MBA78211.1755.1183.3222.01)a)1295004002003521805.456.427000b)175500600200344.42416.351.437000c)200210152500470200339.772071.160.7270002)a)19851220003420048)10020036.8542314.44000b)1984760%2710020035.6490.77.85000c)MBA81985519939226020034.9350.25.22300d)19943247020032.6227.82.51500e)1993182200311.1755.112.46500f)19869186020033.262225.516003)2004216800032)304019842020031718759219197854363118%16%16%3197837200351)MBA92)3)200210002020300010%20039209.2%,3)73.8%18.8%2002200162.8%84.5%74.4%93.8%MBA101)1602.618%20101803.62)130030041997201050003.53240010005009001)1)2)MBA113)4)2)1)70%3%60%20%30%2)3)4)MBA121)1)2)3)4)2)1)2)3)5%4)5)YLFCGECASBASMBA131000MBA14SWOT,,,,800,,,,,,,(17)(1795),800,,,,1),,19972000,5%,37%2000,1465,88.7,19986.8%55.1%,10%MBA152)3)199619991996-199920%80%3568.5%3,69088113211861,,,,,B757B7673C,,,,MBA1642IT15%2003200438%200520%MBA1775%79.9%996020041250%15%28%70%20%30%MBA18MBA20038145FIGURE3-1SWOTStrategyChoiceMatrixMBA191)2)3)4)MBA204097.3%60%2003907629943131200420034.7%15%25%15%25%FIGURE4-1ShanghaiAirlinesFlightNetwork10%16%10%16%23%51%MBA2150%FIGURE4-2BCGMatrix-------MBA221)VIP2)3)4)1)MBA23205070%2)FIGURE4-3ShanghaiAirlinesPassengerTravelingPurposeStatistics70%0%10%20%30%40%50%60%70%80%90%100%200220032004