东航品牌建设研究

【作者】 张菁；

【导师】 苏勇；

【作者基本信息】 复旦大学 ， 工商管理， 2010， 硕士

【摘要】 “品牌”作为无形资产已经被世界所认可,它虽是无形的,但有着重要的经济价值,已成为当今世界最主要的竞争力。“品牌”对于航空公司与消费者来说都具有非常的意义。它帮助消费者选择航空公司,同时帮助航空公司提高效益,提高被选择的机会。随着世界经济一体化和企业经营的品牌化,只有拥有强大品牌的企业,才能生存和发展,不断壮大。作为一项长期投资,航空公司必须站在战略的角度进行品牌建设。纵观国内外航空运输业的发展,成功的航空公司无不依托其成熟的品牌战略在市场竞争中抢得先机,始终处于不败之地。新加坡航空公司以其优质服务著称于世,瑞士航空公司享有“旅客之家”的美誉,依托德国汉莎航空公司的LH品牌成立的CITY LINE航空公司成功定位于支线航运输,并被评为2000年度全球最佳支线航空公司。从他们的成功实践来看,品牌战略在竞争中的作用日益凸现。成功的品牌战略不仅使航空公司的产品增值,获取利益的最大化,更为重要的是它能与时俱进,不断地发掘和培育企业的创新能力和增长潜力,构筑一个使企业不断起飞的平台,奠定企业可持续发展的基础。中国东方航空股份有限公司(以下简称“东航”)是中国三大民用航空运输骨干企业之一,跟世界一流航空企业相比,东航的品牌建设不论是在管理理念,管理经验,还是实际效果都还存在着一定的差距。面对激烈的行业竞争,东航如何打造企业品牌,提升品牌影响力和企业核心竞争力,摆脱竞争中的劣势地位,不断拓展航空市场,扩大市场占有份额,从而提高经济效益、履行社会责任,已成为公司目前深入思考和探索的课题。本文主要通过深入分析行业发展趋势及东航现状,以品牌建设的相关理论为指导,运用波特的五因素模型分析及SWOT分析等分析方法,对东航品牌建设现状进行研究,提出对策和建议。更多还原

【Abstract】 Brand is an intangible assets of every enterprise, which has been approved by the word. It has very important economy value and becomes the main competitive power in the word. Brand also means a lot to the airline companies and the consumers. It gives the consumers chances to choose the Airline Company, and also helps the airline companies increase benefits and the possibilities to be chosen. With the development of economy integration and enterprise brand awareness, the enterprise, which has the powerful brand, could live, develop and grow strong. Airline companies have to make a long term plan to invest on their brands based on the theory of strategic management.Let’s take a look at the air traffic development in China and abroad, all the successful airline companies depend on their mature brand strategy to be under defeated in the market competition. Singapore Airlines is famous for its good service. Swiss Airlines is given the good reputation of Customer Home. City Line Air Company, relied on the LH brand of Lufthanse German, locates on branch air traffic successfully and is awarded annual word best branch airlines in 2000. From this successful case, we can see that brand strategy places an more and more important role in the market competition. A good brand strategy not only adds the value of the company products, maximizes their benefits, but also makes the company keeping the pace of the times, digs and raises the innovation capability and growth potential, builds a platform to lead the company to the way of sustainable development.China Eastern Airlines ("CES") is one of the China three Air service company. Compared with the first level Airlines, CES has some gaps in management method, management experience, and especially in true effects. Facing the furious business competition, how to build company brand, improve brand influence and competition, get rid of the inferior position in the market competition, how to expand market shares, increase economy benefits, perform social responsibility, have been the important issues for CES to think and explore.This article analyses the business developing trend and the status of CES, guided with the theory of brand building, uses Baud’s Five Solid Model Analysis and SWOT Analysis methods and gives the suggestions.更多还原