摘要
2010年至今，民航业发展迅速，旅客对民航业的需求年增速为 14%，保持
较快增长速度。2018年民航业旅客运输量为 6.1亿人次，同比增加 10.6%，旅客
周转量 10771.6亿人公里，同比增加 12.6%。NH航空公司需要搭乘行业上升迅
猛的顺风车，制定适当的发展战略以保证公司的健康发展。并且，国内航空业体
制改革的步伐正在不断加快，行业准入门槛相对放低，开放度逐渐扩大，行业竞
争愈发激烈。同时，国内高铁网络不断完善，其拥有的便捷、准时等优势对 NH
航空公司国内航线，尤其是距离较短的航线造成了巨大的竞争压力。如何确定公
司未来服务内容和发展方向，如何根据市场发展和竞争的状态，找准突破口，研
究本公司的发展战略问题是当务之急。最后，由于 NH航空公司于 2020年 1月
1日起正式退出天合联盟，未来是否会加入其他航空联盟，或是制定其他发展战
略以应对目前看似不明朗的发展前景也是亟待解决的问题。因此本文将对 NH航
空公司未来的发展战略进行深入研究。
本文以 NH航空公司为研究对象，研究该公司发展战略问题。论文运用发展
战略相关理论和方法，SWOT分析法，并收集整理大量数据对 NH航空公司所处
的外部环境，内部资源和能力，行业竞争态势进行了分析与评价。通过分析公司
内部的优势和劣势，公司外部面对的机遇和挑战，逐个研究备选战略，最终制定
公司发展战略。提出实施方案和保障措施，以保证发展战略顺利贯彻实施。
通过对 NH航空公司所处的外部环境来看，国内市场处在一个稳中有升的良
好局面，用波特五力模型进行分析，得出 NH航空公司面临较高的供应商威胁和
购买方威胁，公司可通过实施纵向一体化战略，减少成本，降低供应商和购买者
的威胁。同时 NH航空公司面临着较大的替代者威胁，通过国际化战略开拓市场，
将市场需求做大。剖析 NH航空公司内部条件，NH航空公司拥有国内领先的资
源，但是其偿债能力，盈利能力较弱，容易因为某些情况的变化对公司造成较大
影响。综合 NH航空公司内外部环境等影响因素，NH必须不断落实扩张型发展
战略，坚持多样化合作战略和国际化战略，才能使公司逐步实现国际一流航空企
业的目标。
本文根据 NH航空公司近期实际情况进行分析，有针对性的对 NH航空公司
发展战略研究选择，具有较强的现实指导意义。同时收集了高铁对航空业替代效
应的具体数据，有力地证明了高铁在短距离内对航空业有巨大的替代作用。
关键词：NH航空公司；发展战略；SWOT矩阵
I

Abstract
Since 2010, the civil aviation industry has developed rapidly, and the annual
growth rate of passenger demand for the civil aviation industry has been 14%,
maintaining a relatively rapid growth rate. In 2018, the passenger traffic volume of
the civil aviation industry was 610 million person-times, an increase of 10.6%
year-on-year,
and
the
passenger
turnover
volume
was
1,077.16
billion
person-kilometers, an increase of 12.6% year-on-year. NH Airlines needs to ride the
fast-rising ride of the industry and formulate appropriate development strategies to
ensure the healthy development of the company. In addition, the pace of domestic
aviation industry system reform is accelerating, the industry entry barriers are
relatively lower, the degree of openness is gradually expanding, and industry
competition is becoming increasingly fierce. At the same time, the domestic
high-speed rail network continues to improve, and its advantages such as convenience
and punctuality have created tremendous competitive pressure on NH Airlines'
domestic routes, especially those with shorter distances. How to determine the
company's future service content and development direction, how to find a
breakthrough according to the state of market development and competition, and to
study the company's development strategy is a top priority. Finally, since NH Airlines
officially withdrew from the SkyTeam alliance on January 1, 2020, whether it will
join other airline alliances in the future or formulate other development strategies to
deal with the seemingly uncertain development prospects is also an urgent issue to be
resolved. Therefore, this article will conduct an in-depth study on the future
development strategy of NH Airlines.
This article takes NH Airlines as the research object to study the company's
development strategy. The thesis uses the relevant theories and methods of
development strategy, SWOT analysis, and collects and organizes a large amount of
data to analyze and evaluate the external environment, internal resources and
capabilities of NH Airlines, and the competitive situation of the industry. Through
analyzing the company's internal advantages and disadvantages, the opportunities and
challenges faced by the company's external, research alternative strategies one by one,
and finally formulate the company's development strategy. Put forward
implementation plans and safeguard measures to ensure the smooth implementation of
the development strategy.
II

From the perspective of the external environment of NH Airlines, the domestic
market is in a good situation of steady growth. Using Porter’s five forces model to
analyze, it is concluded that NH Airlines faces higher threats from suppliers and
buyers. Threats, companies can reduce costs and reduce threats to suppliers and
buyers by implementing a vertical integration strategy. At the same time, NH Airlines
faces a greater threat of substitutes, and expands the market through an international
strategy to increase market demand. Analyzing the internal conditions of NH Airlines,
NH Airlines has domestic leading resources, but its debt solvency and profitability are
relatively weak, and it is easy to have a greater impact on the company due to changes
in certain circumstances. Taking into account factors such as the internal and external
environment of NH Airlines, NH must continue to implement an expansionary
development strategy, adhere to a diversified cooperation strategy and an international
strategy, so that the company can gradually realize the goal of a world-class aviation
company.
This article analyzes the recent actual situation of NH Airlines, and has a strong
practical guiding significance for the research and selection of the development
strategy of NH Airlines. At the same time, specific data on the substitution effect of
high-speed rail on the aviation industry is collected, which strongly proves that
high-speed rail has a huge substitution effect on the aviation industry in short
distances.
Keywords: NH Airlines; development strategy; SWOT matrix
III
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