【作者】 李波；

【导师】 张红；

【作者基本信息】 华南理工大学 ， 工商管理， 2010， 硕士

【摘要】 随着全球经济的发展,航空运输企业所处的环境发生了巨大的变化,从航空运力“供不应求”到“供过于求”的市场形态转变,特别是2008年以来的经济危机,航空货运面临了新的困难,某些实力强大的航空货运代理商借其更接近货主的“距离优势”,逐渐形成了在货运市场中占据优势的地位,具有越来越多的话语权。在此背景下,有些航空公司的货机业务发展遭遇到了“瓶颈”。本文是案例研究类的论文,以NHHJ(中国南方航空股份公司货机经营部门的简称)与代理商合作关系作为研究课题。本人作为参与者全程经历了NHHJ成立以来和代理合作关系的发展变化,尤其是2008年以后NHHJ与部分代理合作关系的重大变化。我一直在思考四个问题:(1)什么原因促使NHHJ与部分核心代理合作关系恶化?(2)NHHJ改变与代理公司合作策略的突破口在哪里?(3)如何避免代理公司逆向选择和背德行为的发生?(4)NHHJ如何和代理公司形成长期的良好合作?本文希望通过案例介绍,再现当时的情景,通过案例分析找到回答这四个问题的答案。本文主体分两部分:案例正文和案例分析。案例正文部分从NHHJ在货机经营中遭遇到的问题,描述了NHHJ在遭遇部分核心代理减少板位、不续签板位、以货压价的情景,以及NHHJ相关的资料。在案例分析部分,运用组织环境与组织战略相关知识分析了环境变化对NHHJ与代理公司合作关系的影响,运用委托代理理论分析了NHHJ与代理公司合作关系的发生重大变化的深层次原因,探讨了NHHJ开展的激励代理公司长期合作的策略。更多还原

【Abstract】 With the development of world economy, the environment which air transportation enterprises are in has changed a lot. The whole market has changed from“over-demand”to“over-supply”. Since the breakout of economic crisis in 2008, air cargo industry is faced with new troubles. Some strong air cargo agents take the advantage of being close to shippers, and have occupied a dominant position. In this circumstance, the freighter business of some air cargo companies has encountered the bottleneck.This essay is the kind of case study, which sets the cooperating relationship between NHHJ (abbreviation of the cargo division of China Southern cargo department) as the research subject. I, as the participant, has gone with the change of relation between NHHJ and agents, especially the change happening after the year of 2008. The questions which are always in my mind are: (1) which worsens the relationship between NHHJ and some core agents? (2) Where is the breakthrough point to change the cooperating strategy? (3) How to avoid the happening of adverse selecting and immoral activities of agents? (4) How can NHHJ and agents form a long-term and good cooperating relationship? This essay hopes to reshow the scene through case introduction and find the answers to these questions.This essay can be divided into two parts: main body and analysis. The main body is about the scene that some core agents reduced the volume of pallets charted, or did not continue to charter pallets, or forced price down, as well as the materials of NHHJ. In the part of analysis, it has used the knowledge of organizational environment and organizational strategy to analyse the influence of environment change to cooperating relationship with agents. It also uses the agency theory to analyse underlying causes and studies the stimulating strategies.更多还原