本商业计划书以南航京广线铂金航班项目作为研究对象，运用 PEST 模型和波特五
力模型对宏观和行业环境进行了分析，并结合航线情况对高端旅客的消费行为特点进行
了深入的剖析，通过竞争对手和自身优劣势的情况对比，综合分析了项目的各个影响因
素。在分析的基础上，本商业计划书对项目的定位和营销策略组合进行了选择，并对项
目未来的运营情况进行了预估。
本项目预计运作 10 年，初始投资约为 2 亿，主要为机体改造和广告宣传费用。项
目运作后，年运营收入约为 1.758 亿，年运营成本约为 1.261 亿。项目投资回收期 3 年
2 个月，净现值 1.133 亿，项目内部收益率 25.08%大于南航内部资金成本（10%）。根据
敏感性分析，项目在销售收入下滑 8%时，项目的内部收益率与南航内部资金成本持平，
项目风险适中。
结合项目的商业运营和财务分析，得出项目可行的结论。
关键词：南航 铂金航班 商业计划书
Abstract
In recent years, round-trip route between Guangzhou and Beijing develop rapidly. During
2005 to 2010, the quantity of the route line's passenger has reached over 15 million, and the
average annual growth rate is 5.76%. The quantity of First Class and Business Class
passenger has reached 907,500, and the average annual growth rate is 30%. At the same time,
the airline has increased the capacity of input in this route due to the rapid development. It
results in that the capacity supply is much greater than the tourist demand. In this case, China
Southern Airlines has to increase the market share of high-end tourists, in order to improve
the quality of the route and enhance Southern high-end brand image.
First of all, the business plan of platinum flight projects between Beijing and Guangzhou
use the PEST model and the Five Forces Model to analysis the macro and industry
environment and the high-end passenger’s behavior characteristics. And then, the business
plan analysis the strengths and weaknesses of competitors and China Southern Airlines,
considering various impact factors on the project. Finally, the business plan makes the
decision of marketing strategy of the project base on the analysis above.
This project is expected to operate 10 years, and the initial investment is about ￥200
million mainly for the aircraft modification and advertising costs. After the project Operate,
the annual operating revenue is ￥175.8 million, and the annual operating costs is about
￥126.1 million. The payback period of the project is 3 years and 2 months. The net present
value is ￥113.3 million. The project internal return rate is 25.08% ,much higher than the
internal cost of China Southern Airlines (10%). Through the sensitivity analysis, the project
can bear the sales revenue declined 8 percent, and in that case the project's internal return rate
is the same as the internal cost of China Southern Airlines. So the risk of the project is
moderate.Considering the business operations and financial analysis of the project, the project
is feasible conclusion.
Keyword: China Southern Airlines/ Platinum Flight/ Business Plan
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