我国民航业原有的国有企业统治市场的运营模式已逐渐不能满足居民的出
行需求，市场缺乏良性竞争也导致我国民航市场发展缓慢。在国家出台允
许民营资本进入民航业的政策后，吉祥航空公司经过精心筹备，于 2006 年
正式进入我国民航市场，目前已占领了一定的市场份额。但目前吉祥航空
公司仍面临着规模小、资金少、品牌价值低、市场资源竞争激烈等一系列
困难，未来发展存在诸多风险。面对这些挑战，吉祥航空公司如何根据市
场变化调整公司战略发展方向及营销策略，将决定公司的发展存亡

本论文首先陈述研究吉祥航空公司竞争战略的背景和重要意义，并对
相关问题的国内外研究现状进行总结，列举论文所涉及的相关理论基础并
做简要解释；接着介绍我国民航业的发展历程及吉祥航空公司所面临的外
部竞争环境；随后针对吉祥航空公司自身在资金实力、运营能力、成本控
制等方面的能力进行分析，并通过 SWOT 分析矩阵，综合评估吉祥航空公司
的竞争环境及竞争力，最后归纳总结吉祥航空在现有环境、能力下，应把
握市场机遇，选择正确的竞争战略和营销策略，从激烈的行业竞争中胜出。II
本论文通过对我国民航市场竞争环境的研究和对吉祥航空公司竞争力
分析，得出以下结论：（1）吉祥航空公司资产结构清晰，盈利能力较强，
机队规模及航线网络成长速度较快，公司已具有一定的品牌价值，未来将
拥有较好的发展前景；（2）吉祥航空公司应继续坚持差异化竞争战略，通
过干支结合、扩大机队及航线网络、促进分销商关系等策略，进一步扩大
市场占有率；（3）吉祥航空公司应采取更高质量的产品策略、坚持底线的
价格策略、返利更高的渠道策略、积极开放的宣传策略来推动公司的营销
工作，提高公司的收益能力

关键词：吉祥航空；民航市场；竞争战略；航线网络；差异化III
Study on the JuneyaoAirline`s
Competition Strategy
Abstract
With the rapid development of China&39;s social economy, citizens&39; demand
for aviation is increasingly rising. Civil aviation&39;s original operation mode in
China, in which state-owned enterprises dominate the market is becoming
unable to meet the demand for travel of residents, the lack of healthy
competition also slows the development of China&39;s civil aviation market. As a
result of national guidelines to allow private capital into civil aviation, Juneyao
Airlines company entered China&39;s civil aviation market in 2006 officially after
careful preparation. It has occupied a certain market share currently.
Nevertheless, Juneyao Airlines is still faced with difficulties concerning small
scale, low capital, low brand value and fierce competition in possessing market
resources. To tackle these issues, how to adjust the company&39;s strategy
development direction and marketing strategy according to market changes will
be the key to further develop the company.
This paper firstly introduces the background and significance of
competition strategy of Juneyao Airlines and summarizes the related the
research results at home and abroad, lists theoretical references involved and
makes a brief explanation; Secondly, the development of China&39;s civil aviation
and external competition environment Juneyao Airlines confronted with areIV
presented; Thirdly, an analysis in terms of financial strength, operational
capability, cost control of Juneyao Airlines is illustrated. Make a SWOT
analysis to comprehensively evaluate the competition environment and
competitiveness of Juneyao Airlines. The last part, summarizes that the Juneyao
Airline should grasp the market opportunity ， choose the right competitive
strategy and marketing strategy to win its brand reputation in the fierce
competition in the industry.
According to the study of China&39;s civil aviation market competition
environment and the analysis of Juneyao airline`s competitiveness, the main
conclusions is: (1)The Juneyao airlines`s assets structure is clear, profitability is
strong, fleet size and airline network grows fast. The Juneyao Airline already
has a basic brand value, in the future will have better prospects for development;
(2) The Juneyao airline should continue to adhere to the differentiation
competitive strategy, combing the trunk line and branch line, expanding fleet
size and airline network, promoting the distributor relationship to further
expand the market share; (3) The Juneyao airline should take the strategy of
high quality of product, holding the price-floor, high rebate distribution,
positive advertising to promote the company&39;s marketing efforts, improve the
company&39;s profitability.
Keywords: JuneyaoAirlines；civil aviation market；competition Strategy；
airline network；differentiationI
目 录
1.绪论....1
1.1 选题背景..........1
1.2 研究目的和意义.........3
1.2.1 研究目的..........3
1.2.2 研究意义..........4
1.3 国内外关于航空公司竞争战略的研究现状.5
1.3.1 国外关于航空公司竞争战略的研究现状......5
1.3.2 国内关于航空公司竞争战略的研究现状......6
1.4 本文研究的内容与方法.........9
1.4.1 研究内容..........9
1.4.2 研究方法..........9
1.4.3 研究技术路线图........11
2 相关理论基础..........13
2.1 产业组织理论...........13
2.1.1 哈佛学派........13
2.1.2 新产业组织理论........14
2.2 战略管理理论...........15
2.2.1 钱德勒的战略管理理论........15
2.2.2 波特的竞争战略管理理论....16
2.3 营销理论........19
2.3.1 4P 营销理论...19
2.3.2 4c 营销理论...20
2.4 SWOT 分析法..21
3 吉祥航空公司外部环境分析..........23
3.1 我国民用航空业的发展历程...........23
3.2 吉祥航空公司宏观环境分析...........24
3.2.1 政策环境分析25II
3.2.2 社会经济发展情况分析........27
3.3 吉祥航空公司市场竞争环境分析...........
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