国航西南公司支线航空经营战略研究
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摘要
随着三大航空集团重组完毕，中国民航业迈入了一个新的发展时期。各航空公司都在认真研究市场竞争环境，千方百计提高核心竞争能力，力图占领更多市场份额，而搭建中枢辐射式航线网络就是必然的选择。目前国内主要干线航空网已基本构建完成，从国家航空运输发展和航空公司经营的角度来看，发展支线航空对建立中枢航线网、促进干线运输乃至整个航空运输的发展都有重要的意义。中国国际航空公司与中国西南航空公司(国航西南公司)的合并，不仅是资产的重组，同时也是航空资源的组合。发展支线航空，特别是西南公司利用其自身的优势拓展西部地区支线航空市场，对于新国航能否按照枢纽建设的思路优化航线网络和航班设计，搞好支线航空网络布局，从而实现中枢辐射式网络运营，有着极其重要的战略意义。因此研究国航西南公司的支线航空经营战略有着十分重要的现实意义，同时也为航空企业在体制改革中探索自身的发展提供了一个新思路。
本文采用了实证分析与理论研究相结合的方法，在调查了解中国民航支线运输的现状以及航空公司支线经营状况的基础上，结合笔者十年的航空业工作经验，对目前国航西南公司经营战略的选择与实施问题进行研究。
全文共分为四个部分。第一部分介绍了支线航空运输的发展历程及我国支线航空运输的现状，并对存在的问题进行了进一步的分析。第二部分先简要介绍了国航西南公司的历史和现状，然后运用战略管理分析工具分析了公司的外部宏观环境(EEF矩阵分析)和内部能力(IEF矩阵分析)，比较了行业内的五种竞争力量(5F模型分析)，并通过SWOT矩阵分析得出了实施支线航空经营战
略的备选方案。第三部分是在第二部分分析的基础上，结合国航集团的总体战
略框架，确定了西南公司的支线航空战略目标及经营战略，并根据迈克尔·波
特的竞争战略理论，选择低成本与差异化相结合的战略为西南公司支线航空业
务的基本竞争战略。第四部分是进一步探讨西南公司如何在支线经营中实施低
成本和差异化的竞争战略。最后是结束语。
本文是从业务单位这个层次研究国航西南公司的经营战略问题，力图将工
商管理理论运用于航空公司的具体经营过程中，因此本文的研究对民航企业具
有一定的指导意义，所提出的战略体系中既有明确的战略行动计划，也有竞争
战略和各职能策略框架，具有较强的现实性和可操作性。
After the reorganization of three large aviation groups, China's civil aviation has entered into a new era. Each company is dedicating itself to the research of competitive environment of the market and methods of improving the core competence. In order to attain more market share, the establishing of Hub-And-Spoke System is the necessary choice. Up to now, the trunk route network has been almost completed. For the development of China's civil aviation and the operation of aviation enterprises, the growth of regional aviation owns great significances for the establishment of the hub network, as well as activating aviation market and development of the whole business.
The merging of Air China and China Southwest Airlines (Air China Southwest Company) is not only the recombination of capital but also the reallocation of the aviation resources. Developing regional aviation, especially to use the advantage of Southwest Company to exploit the market in west part of China, is strategically very important for the new Air China Group to better the network and flight design. As a result, the research on the operation strategy of Air China Southwest Company obtains very important realistic significances. It also provides new ideas for the system reform of aviation industries.
The thesis adopts both methods of demonstrative analysis and theoretical research. On basis of investigating the actual status of China regional aviation,
and intergrades with over ten years' working experience, the writer elaborates the strategy selection and implement for Air China Southwest Company's operation.
The paper is divided into four parts. The first part introduces the history and the actual status of regional aviation. It also analyzes the existed problems. The second part makes a brief introduction on the history and actual status of Air China Southwest Company. Using the analyzing tools of strategic management, the writer elaborates the outer macro environment (EEF matrix analysis) and inside capability (IEF matrix analysis), compares five competitive forces in the aviation industry (Peter's Model), and at last attains the solution for implementing the regional aviation strategy. On the basis of the analysis in the second part and combined with the general strategy of Air China Group, the third part selects the target and operation strategy of regional aviation for the company. According to the competition theory of Micha.E.Porter, the writer chooses the combined low cost and differentiation strategy as the basic competitive strategy of the company. The fourth part is to exploit how to implement the low
cost and differentiation strategy in regional aviation. At last is the summary of the whole article.
The thesis is to research the operation strategy from business operation point of view, and it tries to utilize business administration theories in detailed operation process. So the paper acquires guided significance for the development of civil aviation enterprises. Both detailed strategy plan and the overall framework of competition strategy and function strategy proposed by the thesis will have strong realistic significance and maneuverability.
本文采用了实证分析与理论研究相结合的方法，在调查了解中国民航支线运输的现状以及航空公司支线经营状况的基础上，结合笔者十年的航空业工作经验，对目前国航西南公司经营战略的选择与实施问题进行研究。
全文共分为四个部分。第一部分介绍了支线航空运输的发展历程及我国支线航空运输的现状，并对存在的问题进行了进一步的分析。第二部分先简要介绍了国航西南公司的历史和现状，然后运用战略管理分析工具分析了公司的外部宏观环境(EEF矩阵分析)和内部能力(IEF矩阵分析)，比较了行业内的五种竞争力量(5F模型分析)，并通过SWOT矩阵分析得出了实施支线航空经营战
略的备选方案。第三部分是在第二部分分析的基础上，结合国航集团的总体战
略框架，确定了西南公司的支线航空战略目标及经营战略，并根据迈克尔·波
特的竞争战略理论，选择低成本与差异化相结合的战略为西南公司支线航空业
务的基本竞争战略。第四部分是进一步探讨西南公司如何在支线经营中实施低
成本和差异化的竞争战略。最后是结束语。
本文是从业务单位这个层次研究国航西南公司的经营战略问题，力图将工
商管理理论运用于航空公司的具体经营过程中，因此本文的研究对民航企业具
有一定的指导意义，所提出的战略体系中既有明确的战略行动计划，也有竞争
战略和各职能策略框架，具有较强的现实性和可操作性。
After the reorganization of three large aviation groups, China's civil aviation has entered into a new era. Each company is dedicating itself to the research of competitive environment of the market and methods of improving the core competence. In order to attain more market share, the establishing of Hub-And-Spoke System is the necessary choice. Up to now, the trunk route network has been almost completed. For the development of China's civil aviation and the operation of aviation enterprises, the growth of regional aviation owns great significances for the establishment of the hub network, as well as activating aviation market and development of the whole business.
The merging of Air China and China Southwest Airlines (Air China Southwest Company) is not only the recombination of capital but also the reallocation of the aviation resources. Developing regional aviation, especially to use the advantage of Southwest Company to exploit the market in west part of China, is strategically very important for the new Air China Group to better the network and flight design. As a result, the research on the operation strategy of Air China Southwest Company obtains very important realistic significances. It also provides new ideas for the system reform of aviation industries.
The thesis adopts both methods of demonstrative analysis and theoretical research. On basis of investigating the actual status of China regional aviation,
and intergrades with over ten years' working experience, the writer elaborates the strategy selection and implement for Air China Southwest Company's operation.
The paper is divided into four parts. The first part introduces the history and the actual status of regional aviation. It also analyzes the existed problems. The second part makes a brief introduction on the history and actual status of Air China Southwest Company. Using the analyzing tools of strategic management, the writer elaborates the outer macro environment (EEF matrix analysis) and inside capability (IEF matrix analysis), compares five competitive forces in the aviation industry (Peter's Model), and at last attains the solution for implementing the regional aviation strategy. On the basis of the analysis in the second part and combined with the general strategy of Air China Group, the third part selects the target and operation strategy of regional aviation for the company. According to the competition theory of Micha.E.Porter, the writer chooses the combined low cost and differentiation strategy as the basic competitive strategy of the company. The fourth part is to exploit how to implement the low
cost and differentiation strategy in regional aviation. At last is the summary of the whole article.
The thesis is to research the operation strategy from business operation point of view, and it tries to utilize business administration theories in detailed operation process. So the paper acquires guided significance for the development of civil aviation enterprises. Both detailed strategy plan and the overall framework of competition strategy and function strategy proposed by the thesis will have strong realistic significance and maneuverability.
引文
[1] 张士玉，王滨有，张士宏．战略管理．北京：中国财政经济出版社，2002．
[2] [美]弗雷德·R·戴维．战略管理．第八版．经济科学出版社．2001．
[3] [美]迈克尔·波特著，陈小悦译．竞争战略．华夏出版社．1997．
[4] 罗珉，李永强，饶健等．公司战略管理理论与实务．西南财经大学出版社．2003．4
[5] [美]菲利普·科特勒．市场营销管理(亚洲版第二版)．中国人民大学出版社．2001．
[6] 刘英．我国民航主要运输指标增长速度与GDP增长速度的关系．民航科学与技术．2000，9：
[7] 刘万明，刘益平．我国航空运输发展速度和相关问题研究．中国民用航空．2002，5：
[8] 国家统计局．2002年国民经济和社会发展统计公报．中国证券报，2003-02-3-03(2)
[9] 世界航空运输统计资料．国际航空运输协会．2002
[10] 2002年民航发展统计公报．中国民航报，2003-04-28(3)
[11] 中国民用航空发展“十五”计划和十年规划．
[12] 刘万明．我国民航机场布局规划研究和探讨．中国民用航空．2002，7
[13] 民用飞机中国市场预测年报2002-2021．中国航空工业发展研究中心．2002，10
[14] 我国支线航空的营运环境和有关运输政策的探讨．西飞公司
[15] 西南地区民用机场建设布局发展规划．2001，11
[16] 西南航空公司战略研讨报告
[17] 西南公司2001年度报告
[18] 国航西南公司关于四川省民航机场及航线运营研究的意见．2002，10
[19] 陈晓宁．我国支线航空运输的发展与新的经济增长点．中国民用航空．2002．10．
[20] 刘伟勋．中国支线航空脱困之路．国际航空．2003-04：16-21．
[21] 李大立．中国支线航空市场调查．北京航空航天大学．2000．5
[2] [美]弗雷德·R·戴维．战略管理．第八版．经济科学出版社．2001．
[3] [美]迈克尔·波特著，陈小悦译．竞争战略．华夏出版社．1997．
[4] 罗珉，李永强，饶健等．公司战略管理理论与实务．西南财经大学出版社．2003．4
[5] [美]菲利普·科特勒．市场营销管理(亚洲版第二版)．中国人民大学出版社．2001．
[6] 刘英．我国民航主要运输指标增长速度与GDP增长速度的关系．民航科学与技术．2000，9：
[7] 刘万明，刘益平．我国航空运输发展速度和相关问题研究．中国民用航空．2002，5：
[8] 国家统计局．2002年国民经济和社会发展统计公报．中国证券报，2003-02-3-03(2)
[9] 世界航空运输统计资料．国际航空运输协会．2002
[10] 2002年民航发展统计公报．中国民航报，2003-04-28(3)
[11] 中国民用航空发展“十五”计划和十年规划．
[12] 刘万明．我国民航机场布局规划研究和探讨．中国民用航空．2002，7
[13] 民用飞机中国市场预测年报2002-2021．中国航空工业发展研究中心．2002，10
[14] 我国支线航空的营运环境和有关运输政策的探讨．西飞公司
[15] 西南地区民用机场建设布局发展规划．2001，11
[16] 西南航空公司战略研讨报告
[17] 西南公司2001年度报告
[18] 国航西南公司关于四川省民航机场及航线运营研究的意见．2002，10
[19] 陈晓宁．我国支线航空运输的发展与新的经济增长点．中国民用航空．2002．10．
[20] 刘伟勋．中国支线航空脱困之路．国际航空．2003-04：16-21．
[21] 李大立．中国支线航空市场调查．北京航空航天大学．2000．5