交通运输行业竞争的激烈化发展使得民航类企业逐步将拓展国际化业务 作为企业战略转型和发展的关键点与立足点，尝试在国内业务日趋饱和的竞 争驱使之下谋求外扩式发展空间。南航黑龙江分公司作为黑龙江省的重要基 地航空公司之一，在黑龙江省内航空企业中长期处于领先地位。但随着我国 国内航空企业以及国外各类航空企业国际化战略布局的持续深入，南航黑龙 江分公司的市场占有率呈现下降趋势，传统的国际化战略难以适应当前航空 企业竞争格局的调整以及竞争形态的变迁，且各方面辅助措施和配套机制亟 待调整。优化调整黑龙江省内国内航线布局并尝试深度挖掘企业竞争潜力， 成为南航黑龙江分公司在国际化竞争趋势日趋激烈的背景之下谋求企业深度 发展的关键。 本文对南航黑龙江分公司国际化战略转型实施问题进行研究，运用文献 分析法、归纳法和演绎法以及案例分析法对于企业的国际化战略转型问题进 行研究。国际航线缺乏同业竞争能力、国际乘客流量上升压力骤增、绕航率 高影响国际航班体验、省内同业竞争缺乏价格优势是南航黑龙江分公司目前 存在的关键问题，据此文章设计了南航黑龙江分公司国际化战略转型实施方 案，将差异性国际航空服务、成本领先型竞争优化、联动式国际航班管理和 精准化航服定价管理作为南航黑龙江分公司国际化战略转型实施的方向。同 时，制定了南航黑龙江分公司国际化战略转型实施保障措施，尝试从组织保 障、制度保障和人员保障等方面确保南航黑龙江分公司国际化战略转型方案 的良性运行和稳健发展，提升南航黑龙江分公司的经营水平，并为其他参与 黑龙江省美航空业务发展的国内和国外企业进行有效的国际化战略布局及调 整提供参考和借鉴。 关键词：国际化；国际化战略；南方航空；战略转型 哈尔滨工业大学工商管理硕士学位论文 -II- Abstract Basedonthefiercedevelopmentofthecompetitioninthetransportation industry,civilaviationenterprisesgraduallytaketheexpansionofinternational businessasthekeypointandfootholdoftheirstrategictransformationand development,andtrytoseekthedevelopmentspaceofexternalexpansiondriven bytheincreasinglysaturateddomesticbusinesscompetition.Asoneofthe importantbaseaviationcompaniesinheilongjiangprovince,theheilongjiang branchofChinasouthernairlineshaslongbeenintheleadingpositionin aviationenterprisesinheilongjiangprovince.ButwithChina'sdomesticaviation enterpriseandforeignallkindsofaviationenterpriseinternationalization strategylayoutofthecontinuousin-depth,Chinasouthernheilongjiangbranch marketshareshowedatrendofdecline,thetraditionalinternationalstrategyis difficulttoadapttothecurrentaviationenterprisecompetitionpattern adjustmentandchangeintheformofcompetition,andauxiliarymeasuresand supportingmechanismsneedtobeadjustedinallrespects.Optimizingand adjustingthelayoutofdomesticroutesinheilongjiangprovinceandtryingtotap thecompetitivepotentialofenterpriseshavebecomethekeyforheilongjiang branchofChinasouthernairlinestoseekthein-depthdevelopmentofenterprises underthebackgroundofincreasinglyfierceinternationalcompetition. Thispaperstudiestheinternationalizationstrategictransformationof heilongjiangbranchofChinasouthernairlines,andappliesliteratureanalysis, induction,deductionandcaseanalysismethodstostudytheinternationalization strategictransformationofenterprises.Internationalroutesalackofcompetition ability,theinternationalpassengertrafficrosesharplyupwardpressure,high deviationrateinfluenceinternationalflightexperience,lackofcompetitioninthe provincepriceadvantageiscurrentlythekeyproblemsofthesouthernbranchin heilongjiangprovince,onthebasisoftheauthordesignthesouthernbranchin heilongjiangprovinceinternationalizationstrategictransformationplan,will differentiateinternationalcustomerservicestrategy,costleadership internationalizationstrategictransformation,linkagetypeinternationalflight managementstrategictransformationandforeigndomesticwholecompetition 哈尔滨工业大学工商管理硕士学位论文 -III- strategictransformationasChinasouthernheilongjiangbranchdirectionof internationalizationstrategy.Atthesametime,Chinasouthernheilongjiang branchinternationalizationstrategictransformationsafeguardmeasures,tryfrom theaspectssuchasorganizationalguarantee,systemguaranteeandpersonnel securitytoensurethatChinasouthernheilongjiangbranchinternationalization strategictransformationschemeofbenignoperationandhealthydevelopment, promotethemanagementlevelofChinasouthernheilongjiangbranch,and participatesinthebeautyofthedevelopmentoftheaviationbusinessin heilongjiangprovinceforotherdomesticandforeignenterprisestocarryout effectiveinternationalstrategylayoutandadjustmentofprovidereferenceand reference. Keywords:Internationalization,Internationalizationstrategy,Chinasouthern airlines,Strategictransformation 哈尔滨工业大学工商管理硕士学位论文 -IV- 目录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第1章绪论...................................................................................................................1 1.1研究背景...............................................................................................................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.......................................................................................................3 1.3国内外文献综述..................................................................................................3 1.3.1国内文献综述..............................................................................................3 1.3.2国外文献综述..............................................................................................5 1.3.3国内外研究述评..........................................................................................7 1.4研究内容与研究方法.........................................................................................7 1.4.1研究内容.......................................................................................................7 1.4.2研究方法.......................................................................................................8 1.4.3技术路线.......................................................................................................9 第2章南航黑龙江分公司国际化战略现状及问题分析.........................................11 2.1南航黑龙江分公司基本情况..........................................................................11 2.1.1企业经营现状............................................................................................11 2.1.2企业组织架构............................................................................................11 2.1.3企业业务现状............................................................................................13 2.1.4企业客户现状............................................................................................15 2.2南航黑龙江分公司国际化战略现状.............................................................17 2.2.1南航黑龙江分公司国际化战略定义与内涵.........................................17 2.2.2国际化战略布局架构...............................................................................17 2.2.3“三个网络”及“两个基地”协同机制...............................................19 2.2.4国际化战略成效分析...............................................................................20 2.3南航黑龙江分公司国际化问题分析.............................................................24 2.3.1国际航线缺乏同业竞争能力..................................................................24 2.3.2国际乘客流量上升压力骤增..................................................................25 2.3.3绕航率高影响国际航班体验..................................................................26 哈尔滨工业大学工商管理硕士学位论文 -V- 2.3.4省内同业竞争缺乏价格优势..................................................................27 2.4南航黑龙江分公司国际化问题原因分析.....................................................28 2.4.1国际航线市场同质化日趋严重...........