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南航平台商业模式转型研究

日期:2017-6-16作者:www.51lunwen.com编辑:vicky点击次数:121
销售价格:300元论文编号:lw201705201013591458论文字数:35241 
论文属性:硕士毕业论文论文地区:中国论文语种:English 

Chapter 1 Introduction


1.1 Research Background

China Southern Airlines Co., Ltd. (hereinafter referred to as China SouthernAirlines) is one of the three major state-owned airlines, specializing inair transportindustry and coordinatively developing related industries. In 2005, China SouthernAirlines’ international airline business suffered great difficulties and became a heavyburden for development, for its ratio of International Available Seat Kilometer(ASK)was below 20 percent, the international long routes was less than 10, and the ratio ofinternational transfer passengers was less than 10 percent . Since 2006, ChinaSouthern Airlines has proposed the strategic goal of establishing internationalizedInternetwork airline, and implemented the internationalized strategic transformation.From 2010, it has spared no effort to build its Guangzhou hub with the Australiatransfer as a breakthrough. In 2015, the ratio of its international flights has reached31.3 percent, accomplishing the strategic mission of adjusting the structure ofdomestic and interenational routes and achieving a profit of 2.21 billion RMB ininternational routes. However, from an objective view, there gradually exposed aseries of problems such as the backward philosophy on development, unsatisfactoryoperating quality, its development lagging behind the average speed of the industry,struggling to compete in the industry, limited response toprevent cyclical fluctuationrisks, weak base in guarding against operational risks and extensive management, making it even more difficult in the process of development. Objectively, by years ofaccumulation, China Southern Airlines has the largest scale and the most widespreadnetwork of China’s air transport enterprises. It also has abundant resources whichhave not been effectively transferred into competitive advantages yet.

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1.2 Research Significance

Under the background that China’s economy growth has entered the “newnormal”, China Southern Airlines will find it hard to achieve rapid development if itstill holds on a growth model of achieving rapid development by increasing transportcapacity. The rigid traditional business model is no longer suitable for theincreasingly fierce competition in the market. Thus, it is of great realistic significanceto objectively analyse its own advantages, disadvantages, opportunities andchallenges, to seriously study the competitive environment, to take advantages of theavailable theoretical and research achievements, to learn from the successfulexperience on the strategic transformation of excellent enterprises and theirinnovation on business model, to adjust development strategy in time and to innovateon business model, so as to strengthen its competitive advantages and maintain itsposition in industry.

The innovation in business model will bring benefits for Chin


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源头地址:http://www.51lunwen.com/mbathesis/2017/0520/lw201705201013591458.html

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