我国民航业发展近70年，自21世纪以来的这十几年，是我国民航业的黄金 发展期。伴随着我国新一届中央领导集体的“大国外交”方略的开展，中国的国 际地位得到空前提升，我国在经济全球化的进程中发挥着重要作用，特别是“一 带一路”的倡议，更是将我国与周边国家紧紧联系在一起。民航业作为国际间往 来的主要交通行业，随着国家的日益强大而显得更为重要。《国务院关于进一步 促进贵州经济社会又好又快发展的若干意见》指明了贵州省民航业的发展方向， 因此，肩负着促进贵州经济发展、带动贵州旅游资源开发、补充构建西南偏远地 区到中东部地区空中桥梁艰巨任务的DC航空公司应运而生。 在公司初创期，面对着激烈的民航竞争环境和专业化的人才资源需求，选择 怎样的发展战略来带领企业更好更快的发展是目前亟待解决的问题。 笔者以在DC航空公司工作为实践经验基础，运用MBA所学的相关专业知识 及战略管理理论知识，对贵州本土航空公司的发展战略进行了系统性研究。通过 利用专门的战略分析工具，对DC航空公司的宏观环境、竞争环境及其SWOT进行 详细剖析，并结合公司发展现状，对所处创业初期的DC航空公司制定了加强型 发展战略。同时，在制度、人才、技术、营销、企业文化等方面匹配具体的措施， 保障企业发展战略的有效执行。 关键词：民航业；DC航空公司；企业发展战略 II Abstract Datingbacktothe70years’historyofChina’sCivilAviationIndustry,thesemore than10yearssince21centuryisthegoldenperiod.TheMajor-countydiplomacyand theBeltandRoadInitiativemakeChinalinkcloselytotheworld.Asthemain transportationtoolforinternationalexchanges,theCivilAviationIndustryis becomingmoreandmoreimportantasChinaisbecomingmoreandmorepowerful. 《OpinionsoftheStateCouncilonfurtherpromotingsoundandrapiddevelopment ofGuizhou’seconomyandsociety》pointsadevelopmentdirectionofGuizhou’sCivil AviationIndustry,sothefirstnativeairlinesofDCAirlinescameintobeingwhich shoulderthetaskofpromotingtheeconomicdevelopmentofGuizhou. However,intheinitialstage,fiercecompetitionenvironmentandprofessional talentdemandneedthecompanytomakeastrategicplanintime. TheauthorisworkingforDCAirlineswhichisasthebasisforpractice.The developmentstrategyofthenativeairlinesinGuizhouissystematicallystudiedby usingtherelevantknowledgeofMBAandthetheoreticalknowledgeofstrategic management.Theauthormakesadetailedanalysisofthecompany’smacro environment,competitiveenvironmentandSWOTbyusingspecialstrategicanalysis tool.Accordingtothedevelopmentofthecompany,authormakesstrengthening strategyasthecompany’sdevelopmentstrategy.Atthesametime,thespecific measuresarematchedintheaspectsofsystem,talent,technology,marketingand enterpriseculturetoensuretheeffectiveimplementationoftheenterprise developmentstrategy. Keywords:CivilAviationIndustry;DCAirlines;Enterprisedevelopmentstrategy III 目录 摘要.................................................................................................................................I Abstract..........................................................................................................................II 第一章绪论..................................................................................................................1 1.1研究背景...........................................................................................................1 1.2研究目的...........................................................................................................2 1.3研究意义...........................................................................................................2 1.3.1理论意义.................................................................................................2 1.3.2实践意义.................................................................................................2 1.4国内外研究现状...............................................................................................3 1.4.1企业战略管理理论发展历程.................................................................3 1.4.2航空公司战略理论研究现状.................................................................4 1.4.3国内外研究现状评述.............................................................................4 1.5研究思路与方法...............................................................................................5 1.5.1研究思路.................................................................................................5 1.5.2研究方法.................................................................................................7 第二章相关理论基础..................................................................................................8 2.1战略管理的涵义...............................................................................................8 2.2企业发展战略的种类.......................................................................................9 2.3企业战略分析工具.........................................................................................10 2.3.1PEST模型.............................................................................................10 2.3.2波特五力模型......................................................................................11 2.3.3SWOT分析模型...................................................................................12 第三章DC航空公司内外部环境分析.....................................................................13 3.1公司简介.........................................................................................................13 3.2基于PEST的宏观环境分析..........................................................................13 3.2.1政治因素...............................................................................................13 3.2.2经济因素...............................................................................................15 3.2.3社会因素...............................................................................................16 3.2.4技术因素...............................................................................................17 3.3基于“波特五力模型”的竞争环境分析.........................................................18 3.3.1同行业相互竞争...................................................................................18 3.3.2新进入者的威胁...................................................................................19 3.3.3替代运输产品的威胁...........................................................................19 3.3.4购买者的议价能力...............................................................................20 IV 3.3.5供应商的议价能力...............................................................................20 3.4DC航空公司SWOT分析..............................................................................21 3.4.1内部优势分析.......................................................................................21 3.4.2内部劣势分析.......................................................................................21 3.4.3外部机会分析.......................................................................................22 3.4.4外部威胁分析.......................................................................................23 3.5DC航空公司SWOT矩阵..............................................................................23 3.6本章小结.........................................................................................................25 第四章DC航空公司发展战略的制定.....................................................................26 4.1DC航空公司总体发展思路...........................................................................26 4.1.1发展愿景及任务...................................................................................26 4.1.2战略定位...............................................................................................26 4.1.3发展目标...............................................................................................26 4.2DC航空公司发展战略适用比较分析...........................................................27 4.2.1SO加强型战略.....................................................................................27 4.2.2ST多元化战略........................................................