基于价值链理论的全业务航空公司商业模式转型研究

Research on Business Model Transformation of Full Service Carrier Based on Value Chain Theory

随着航空市场的不断扩大,低成本航空的迅速发展,全业务航空公司面临越来越激烈的市场竞争,其商业模式转型已成为当务之急。在对价值链理论精要分析的基础上,根据国内外低成本航空公司商业模式的成功实践,指出全业务航空公司应建立混合型商业模式,并提出整合内外部资源、提升资源配置水平,细分市场、优化产品布局,创新运营模式、拓展盈利空间等对策和措施。

With the expansion of the aviation market and the rapid development of low-cost airlines, the full-service airlines are facing more and more intense market competition, also the transformation of their business model has become a top priority. The paper provides a concise analysis on the theory of value chain, according to the successful practice of business models of domestic and foreign low-cost airlines,the author indicates full-service airlines should establish a hybrid business model, proposes countermeasures from integrating the internal and external resources, enhancing the level of resource allocation, partitioning the market segmentation, optimizing the layout of products, innovating the business model, and expanding the profitability, etc