在成本领先战略即低成本战略越来越难以实施,集中化战略效果不明显的当

今,差异化战略越来越显示出独有的魅力。航空业也不例外。因此本研究结合差

异化战略进行了具体研究,即对云南机场地面服务有限公司差异化战略进行研究,

不仅为云南机场地面服务有限公司差异化战略项目提供参考,同时对同业的差异

化战略提供示范。

首先通过阐述选题背景和研究意义,在此基础上提出了差异化战略的研究意

义和目的,并选择了研究方法,制定了研究内容。紧接着列举了与差异化战略实

施的相关理论。随后介绍了云南机场地面服务有限公司的差异化战略竞争现状分

析。文中详细的剖析了公司的发展历程以及组织架构,所处的行业现状,市场现

状等等,并对云南机场地面服务有限公司目前面临的问题与挑战进行了详细分析。

接着对云南机场地面服务有限公司的差异化战略方案进行了具体设计,分别为战

略的选择,成本管理方案的设计,预算管理方案的设计等等。最后通过方案的具

体应用,得出了结论,包括:方案实施的效果,方案存在的问题等。

关键词:差异化战略,城市值机,云南机场地面服务有限公司

I

RESEARCH ON THE DIFFERENTIATION STRATEGY OF

YUNNAN AIRPORT SERVICES LIMITED

ABSTRACT

As the cost leadership strategy (or the low cost strategy) is becoming more and

more difficult to enforce and the focus strategy becoming less effective, the

differentiation strategy is playing an increasingly important role in business, including

in airline industry. This research is aimed at providing references to Yunnan Airport

Services Limited by looking into the differentiation strategy it has adopted, thus

providing a model for the businesses of the same trade.

The first part sets forth the background and significance of the research, and puts

forward the research content and methods. After listing several related theories, the

following part involves an analysis of the differentiation strategy project in the

corporation, in which the history and the organization structure of the firm,the status

of airline businesses, the current situation of market and the problems and challenges

are anatomized. Then a detailed design of the differentiation strategy project is

elaborated, which involves the choice of the strategy, the cost management plan and

the budget plan. The conclusion which is drawn after concrete application consists of

the effect of implementation and the existing problems.

KEY WORDS: the differentiation strategy, checking baggage in city, Yunnan Airport

Services Limited