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1、南航平台商业模式转型研究----工商管理论文-->Chapter1Introduction1.1ResearchBackgroundChinaSouthernAirlinesCo.,Ltd.(hereinafterreferredtoasChinaSouthernAirlines)isoneofthethreemajorstate-oeaheavyburdenfordevelopment,foritsratioofInternationalAvailableSeatKilometer(ASK)plementedtheinternationalizedstr
2、ategictransformation.From2010,ithassparednoefforttobuilditsGuangzhouhubissionofadjustingthestructureofdomesticandinterenationalroutesandachievingaprofitof2.21billionRMBininternationalroutes.Hoanobjectiveviessuchasthebackent,unsatisfactoryoperatingquality,itsdevelopmentlaggingbehin
3、dtheaveragespeedoftheindustry,strugglingtopeteintheindustry,limitedresponsetopreventcyclicalfluctuationrisks,anagement,makingitevenmoredifficultintheprocessofdevelopment.Objectively,byyearsofaccumulation,ChinaSouthernAirlineshasthelargestscaleandthemostygroal”,ChinaSouthernAirline
4、sentifitstillholdsonagroodelofachievingrapiddevelopmentbyincreasingtransportcapacity.Therigidtraditionalbusinessmodelisnolongersuitablefortheincreasinglyfiercepetitioninthemarket.Thus,itisofgreatrealisticsignificancetoobjectivelyanalyseitsoent,totakeadvantagesoftheavailabletheoret
5、icalandresearchachievements,tolearnfromthesuccessfulexperienceonthestrategictransformationofexcellententerprisesandtheirinnovationonbusinessmodel,toadjustdevelopmentstrategyintimeandtoinnovateonbusinessmodel,soastostrengthenitspetitiveadvantagesandmaintainitspositioninindustry.The
6、innovationinbusinessmodelwillbringbenefitsforChin-->aSouthernAirlinesfromthreeaspects.Firstly,makeclearthedevelopinggoalanddirectioninfuture.ChinaSouthernAirlinesakethestrategicgoalclearandtransfertheadvantageofscaleintopetitiveadvantagesoastorealizemaximizationofenterprisevaluean
7、dbrandvaluethroughdiscussingtheestablishmentofdifferentiatedbusinessmodel.Byfocusingoncustomerexperience,operationalefficiencyandservicequalitycanbeimprovedtomaximizecustomervalue.Bydeterminingthedevelopingdirectionofmarketization,promotingmarketdevelopmentandincreasingmarketshare
8、,therevenueandprofitabilitycanbeb
