作为传统航空企业的南方航空公司，与扮演分销商角色的互联网 旅游平台，本应该是合作分工、互惠互利的关系。本文通过对南方航 空公司以及互联网旅游平台的现状以及发展历程的介绍，分析了两者 的自身特点、行业格局、行业地位以及未来的发展前景。通过对航空 公司与互联网旅游平台的利害关系的分析，既归纳了两者合作的成 果，又从利润分配、旅客粘性以及政策要求等这些冲突焦点，总结出 两者竞争的动机。最终得出结论，南方航空公司需要认真思考应对互 联网旅游平台的协同策略。随后本文给出了三大类共五个策略方案： 包括充分利用好剩余的座位；建立空中互联网变现旅客流量；采用新 的忠诚常旅客计划，抓住高价值旅客，提高顾客粘性；以及采取正面 应对措施，联合其他航空公司建立中国机票网平台策略和战略大转型 —打造以空中互联网为核心的新互联网旅游平台生态策略。 在应对策略的分析过程中，本论文详细剖析了五个策略的实施方 法、实施效果和策略特点，确保每个策略均具有可实施性、针对性和 有效性。同时还横向对比了五个策略的优势与劣势，使得策略决策更 加清晰。 最后论文得出结论，南方航空公司应该积极融入互联网和平台的 时代，充分认识互联网经济与平台模式的特点，针对不同的现实情况 和总体战略规划来使用相应的策略方案，积极打造“互联网+航空”的 新型航空企业，用更丰富的产品和服务，更加先进的管理模式，更高 瞻远瞩的战略规划，早日成为国际一流的航空企业，为中国的航空运 输事业贡献更大的力量，取得更大的成功。 关键词：南方航空，互联网，旅游平台，策略 SYNERGY STRATEGY BETWEEN CHINA SOUTHERN AIRLINES AND INTERNET TOURISM PLATFORM ABSTRACT As a traditional aviation enterprise, Southern Airlines and the role of distributor of the Internet tourism platform, should be a cooperative division of labor, mutually beneficial relationship. This paper introduces the current situation and development of Southern Airlines and Internet tourism platform, and analyzes their own characteristics, industry structure, industry status and future development prospects. Through the analysis of the relationship between the airlines and the Internet tourism platform, this paper not only summarizes the results of the cooperation between the two, but also summarizes the motivation of the competition from the conflict focus of profit distribution, passenger stickiness and policy requirements. Finally, it concludes that China Southern Airlines needs to seriously consider strategies to deal with the internet tourism platform. Then, this paper presents three major categories and five strategies: making full use of the remaining seats; establishing the air Internet to realize passenger flow; adopting a new loyal frequent passenger program to seize high-value passengers and improve customer stickiness; and taking positive measures to unite other airlines to establish the level of China's air ticket network platform strategy and strategic transformation - to create an air-based Internet as the core of the new Internet tourism platform ecological strategy. In the process of analyzing coping strategies, this paper analyzes the implementation methods, effects and characteristics of the five strategies in detail to ensure that each strategy is enforceable, targeted and effective. At the same time, the advantages and disadvantages of the five strategies are compared with each other to make strategy decisions clearer. Finally, the paper concludes that China Southern Airlines should actively respond to the competition of the internet tourism platform, fully understand the characteristics of the Internet economy and platform mode, use corresponding strategic plans according to different realities and overall strategic plans, and actively create new aviation enterprises with "Internet + aviation". Rich products and services, more advanced management model, more forward-looking strategic planning, as soon as possible to become a world-class aviation enterprise, China's aviation industry to contribute more to the cause of greater success. KEY WORDS：China Southern Airlines, Internet, tourism platform, strategy 目录 摘要............................................................................................................................................. IV 第1章 绪论 ..................................................................................................................................... 1 1.1 研究背景........................................................................................................................... 1 1.2 研究目的与意义 ............................................................................................................... 2 1.2.1 研究目的 .............................................................................................................. 2 1.2.2 研究意义 .............................................................................................................. 3 1.3 研究内容与方法 ............................................................................................................... 3 1.3.1 研究内容 .............................................................................................................. 3 1.3.2 研究方法 .............................................................................................................. 4 1.4 概念和理论综述 ............................................................................................................... 5 第2章 南方航空公司及互联网旅游平台的现状、发展 ............................................................. 7 2.1 南方航空公司的现状、发展及战略转型 ....................................................................... 7 2.1.1 南方航空公司的概况 ........................................................................................... 7 2.1.2 南方航空公司的发展历程 ................................................................................... 8 2.1.3 南方航空公司的战略规划及成效 ..................................................................... 10 2.1.4 小结：南方航空公司的特点和问题 ................................................................. 14 2.2 互联网旅游平台的现状 ................................................................................................. 18 2.2.1 互联网旅游平台的市场格局和现状 ................................................................. 18 2.2.2 互联网旅游平台的发展前景 ............................................................................. 22 2.2.3 小结 .................................................................................................................... 25 第3章 航空公司与互联网旅游平台的关系 ............................................................................... 26 3.1 航空公司与互联网旅游平台的合作 ............................................................................. 26 3.1.1 互联网旅游平台的本质 ..................................................................................... 26 3.1.2 互联网旅游平台对航空公司的帮助 ................................................................. 27 3.2 航空公司与互联网旅游平台的竞争 ............................................................................. 28 3.2.1 不断发展壮大的互联网旅游平台 ..................................................................... 28 3.2.2 机票利润的争夺................................................................................................. 29 3.2.3 客户忠诚度的竞争............................................................................................. 30 3.2.4 “提直降代”的工作目标 ...................................................................................... 31 3.3 南方航空公司需要认真应对互联网旅游平台的原因与分析 ..................................... 31 3.3.1 微薄的净利润，挖掘新的利润金矿 ................................................................. 32 3.3.2 竞争激烈的航空运输市场 ................................................................................. 32 3.3.3 发展壮大的互联网旅游平台和它的应对措施 ................................................. 33 3.3.4 小结 .................................................................................................................... 34 第4章 南方航空公司应对互联网旅游平台的策略及分