战略管理是航空公司提高核心竞争力的关键,是运行经营的基础,也是实现企

业发展愿景的必要途径。尤其是在目前航空业内市场竞争加剧、高速铁路冲击明显

的情况下,航空公司确立和完善发展战略,并以此来明确方向、高效运作,成为目

前各项工作最重要的立足点和突破点之一。

高端旅客战略是航空公司营销战略的重要组成部分,也是提高公司整体收益,

在差异化的竞争环境中取胜的关键环节。航空公司在保证安全、提升服务、完善管

理的基础上,针对不同的市场特点,尤其是航程距离短、航班密度大的市场环境,

建立并完善高端旅客战略,是提高航班收入、宣传企业品牌的最有力的平台和载体。

东航“并京并”航线是一条典型的高端旅客航线,论文借助PEST、波特五力、

SWOT等模型,通过对该航线的市场现状、宏观环境、竞争环境、内外部环境的分

析,充分梳理有利因素、全面调动内外部资源,选择确立集约发展和差异化发展的

高端旅客战略。在明确战略使命的前提下,落实为整合航线资源、细化服务项目、

完善服务机构等具体策略。而且论文也细致的阐述了战略支撑项目,其中包括人力

资源储备、基础管理建设、企业文化建设、整合发展模式等方面。并以东航“并京并

航线”高端旅客战略为基础,结合不同的市场特点逐步推广应用高端旅客战略,实现

以点带面的扩散效应,从而推动企业逐渐提高核心竞争力,实现健康持续发展。

关键词:高端旅客战略支撑

ABSTRACT

Strategic management is the key for airline companies to increase their core

competitiveness. It is the base of operation management and is the essential way to achieve

the company's development vision. Especially in the situation of competition

intensification in current airline market and great lash from high-speed railway. Airline

companies establish and perfect their developing strategies as to definitude its direction

and ensure operation with high efficiency, which has been one of the most important

standpoints and breakthroughs.

The strategy of high-level passengers is the important part of the airline company's

marketing strategy,and it is the key link to raise the company's overall income and to win

in the differential competition environment. On the bases of ensuring the safety,improving

the service, and perfecting management, the company sets up and perfects its strategy of

high-level passengers according to different markets characters, especially in the market

environment of short air-range and high density of flights, which is the strongest platform

and carrier to increase tiie flights’ incomes and publicize the company's brand.

The Eastern Airline's air route of Taiyuan-Peking-Taiyuan is a typical air route of

high-level passengers. By using PEST, Michael Porter's Five Forces Model and the SWOT

model, the market's current situation, macroscopic environment,competition environment

and the environments inside and outside are analyzed in this article. In this essay,the

advantaged factors are went through, the inside and outside resources are removed

generally, and the high-level passengers strategy of intensive development and differential

development are selected and established. Such a strategy is carried out in the following

specific strategies of integrating the air route resources, refining the service items and

perfecting the service organization. Meanwhile, the strategic supporting projects are also

stated with details in this article,in which,the store of human resources, the foundation of

basic management, the foundation of the corporate culture, and the integrated development

model are included. And on the basis of the Eastern Airline's high-level passengers strategy

of the air route of Taiyuan-Pekjing-Taiyuan, this author spreads and applies the strategy

of high-level passengers step by step by combining the different markets' characters in

order to achieve the diffusion effect of fanning out from point to area. Thereby, the

company can be pushed forward to raising its core competitiveness and achieving the

continual and healthy development

Key Words: high-level passenger, strategic support11220690099高峰
东航“并京并航线”高端旅客战略研究

1. “并京并航线”运营情况和髙端旅客介绍

1.1 “并京并航线”简介和市场现状

1.1.1并京并航线的简介

并京并航线是太原至北京往返航线的简称,于1953年开航。由于此航线是连接

山西省省会太原和首都的航线,故此航线也是自太原机场作为民航机场开航以来的首

条航线。该航线的历史经营情况可以划分为三个阶段:

第一阶段:垄断经营阶段:

此阶段从航线开飞至1998年。由于山西省属于经济欠发达地区,在这一阶段山

西省的经济也处于较落后的状况,航空市场也处于刚刚起步和培养的阶段。太原至北

京航线每日一班,提供的座位数在每日130个左右,在市场方面不存在同行竞争,经

济舱票价水平在470元,在销售过程中属于被动式销售,也可以说是垄断经营。鉴于

航班量少、政务旅客较多,当时的航线客座率和航班收入在原中国通用航空所经营的

航线中属于收益较高的航线。

第二阶段:过渡阶段

此阶段从1998年至2003年。随着经济的快速发展,人们的物质生活环境也逐步

改善提高,乘飞机出行的主要客源也由过去较为单一的政务旅客扩展到商务、旅游客

源等。1998年,原通航公司被东航兼并后,设立东航山西分公司,在飞机运力方面

得到了较大的提升,机型由原来的苏制YR-42飞机逐步更换为美制波音B737机型,

飞机数量也由原来的7架逐步增加到12架;随着国内航空业不断市场化,经营模式

也发生了较大的变化,追求利益最大化成为航空公司的主要目标。航空公司编排航班

的主要办法就是增加高收益航班密度。太原至北京航线正是在此阶段由原来的每日一

班增加至每日3-4班。

第三阶段:稳步发展阶段

此阶段从2004年至今。2003年非典大量积压的外出商务、政务和旅游客源得到

释放,进入2004年后,航空市场出现了井喷现象,太原至北京航线市场需求旺盛,

客流量和航班收入大幅反弹。航空公司随之也加大了该航线的航班密度,期间东航在

此航线上由原来的2-3班增加到5-7班,国航、南航、海航也纷纷加入了此航线的运

行,一段时间此航线最多一天有12个航班,24个班次,票价水平也再次进行了调整,

由原来的470元调整为590元,客座率也始终维持在一个较高的水平。

1.1.2并京并航线的市场现状

在国内整体经济稳步快速发展的大背景下,国内民航业受利于经济环境、社会环

境、人民生活水平的不断提高,航空市场也稳步发展,航空公司数量逐渐增加、公司