文档介绍：山东大学硕士学位论文中文摘要春秋航空有限公司是首个中国民营资本独资经营的低成本航空公司。随着我国经济社会的快速发展,航空市场的竞争日益加剧,春秋航空公司要想迎接挑战,获得生存与发展,其中最关键是能不能抓住发展机遇,制定正确的竞争战略,选择适合自我发展的道路。本文结合我国民航业和春秋航空公司的实际,利用PEST分析、五力分析等战略分析工具,分析了春秋航空公司的宏观环境和竞争环境,研究了春秋航空公司的资源能力。运用SWOT分析法研究了春秋航空公司的内部因素和外部因素,分析得出,春秋航空公司内部有销售机制独特、产品策略差异化、运营机制和管理体制相对灵活等六个方面的优势,也有资金瓶颈、规模偏小等四个方面的劣势;外部面临国家政策的逐步开放、巨大的市场潜力等五个方面的有利条件,但也有政策的滞后、人才短缺等三个方面的不利因素。根据这些分析,构造了SWOT分析模型,得出了春秋航空公司优势大于劣势,机会大于威胁的结论,确定了差异化竞争战略。本文还应用竞争战略实施的有关知识,提出春秋航空公司实施差异化竞争战略的有效措施。本文研究的成果对春秋航空公司的竞争战略研究提供了方法,明确了方向, 并且提出了战略执行的具体建议和措施,具有较强的现实意义。对中国其他航空运输企业,特别是民营航空公司的竞争战略研究也有一定的借鉴作用。关键词:春秋航空竞争战略研究差异化竞争战略 SWOT分析模型山东大学硕士学位论文 ABSTRACT Spring pany Limited isthefirstlow cost privme pany who capitalized onnongovernmental proprietary inchina. Nowadays.、^,ith therapidly development ofeconomy and society inchina,petition incivilaviationmarket e more and more Airlines wanted toconciliate thechallenge,survive anddevelop,the most important is how to catch hold oftheopportunity,constitute petitive stratagem correctly,and select patible way. Based on thereality of national civilaviationindustry andSpring Airlines,this thesisanalyzed theintemaland external situation ofSpring Airlinesand made research on its resource capacity、析th thehelp ofstratagemanalysis toolsuch asthe PEST analyticalmethod and theanalytical method offiveforces theway of SWOT analytical method,this thesismade research on interiorfactorand exterior factor ofSpring research indicate thatSpring Airlinesinterior have sixsides advantages such asdistributionsystem particularly,manufacture strategy differently, operation and management system paratively and SOon,as wellasfour sidesdisadvantages suchas beshort offund,scope toosmall,and SOon;furthermore, Spring Airlines exterior have fiveadvantaged chances such asopening stepwise of nationpolicy,huge potentialmarket,etc,as wellas threedisadvantaged threatens such aslag ofpolicy,be shortofperson with ability, toabove analysis,the paper drew up the