中国航空业的PESTLE-和五力分析课件.ppt

1、KSF分析分析航空运输业简介航空运输业简介宏观环境分析宏观环境分析pestle五力分析五力分析战略图战略图.总结总结The development of Aviation Transportation IndustryFrom remote ancient times,people dream to fly freely in the sky,but it was untill the 18th century that people realized the dream under the rapid development of modern science and technology.

2、On December 17,1903,the United States the aviator flight of the Wright brothers success marked the birth of the civil aviation industry,and Chinas history of air transportation industry can be traced back to the April of 1920,just that time Chinas first commercial airline flight test got success.The

3、 development of Aviation Transportation IndustryIn 2012,our country civil aviation(certified)airport reached a total of 183(excluding Hong Kong and Macao,the same below),including regular flight navigation airport 180,178 regular flight navigation city.Airport throughput each index of 2012,Chinas ma

4、intaining the momentum of steady growth,the annual throughput of 679.772 million passengers,an increase of 9.5%over the previous year.The annual throughput of 11.994 million tons of,an increase of 3.6%over the previous year.PoliticalEconomicsSocial and CulturalTechnologicaalPESTEL Analysis of China

5、Airlines1、推动机场、空管、机队规划稳步实施。2、空管基础设施建设，提升空管运行保障水平。3、提出促进支线机场可持续发展的意见。4、研究制定关于加快飞机租赁业发展的意见。（1）政治因素）政治因素5 按照按照“十二五十二五”规划纲要和已报国务院待批规划纲要和已报国务院待批复的综合交通运输体系规划（复的综合交通运输体系规划（2011-2015年）要求，年）要求，中央和地方发展改革部门要抓紧工作，全面推进，为实中央和地方发展改革部门要抓紧工作，全面推进，为实现现5年规划目标打下坚实基础。按照中央对经济工作的年规划目标打下坚实基础。按照中央对经济工作的总体要求，总体要求，2012年要进一步优化

6、投资结构，保障在建年要进一步优化投资结构，保障在建续建项目建设，有序推进续建项目建设，有序推进“十二五十二五”规划确定的重大项规划确定的重大项目。目。6（2）经济因素）经济因素1、由于2011年宏观经济紧缩政策导致的经济增 速下滑以及投资增长放缓，影响航空市场的 需求。2、国内经济周期波动的影响，2012 年上半年 国内航空需求增速放缓，而国际航空需求受 国际经济震荡的影响仍然不旺盛，从而使行 业需求增长放慢。3、国际业务成为三大航竞争的关键不确定因素。4、期待政策反转带来的市场繁荣。政策反转是 航空板块反转的关键条件。宏观因素分析宏观因素分析7宏观因素分析宏观因素分析（3）社会文化环境）社会

7、文化环境1、时间价值观念逐渐深入人心、时间价值观念逐渐深入人心2、追求健康、休闲旅游的理念逐步形成、追求健康、休闲旅游的理念逐步形成3、节约和环保逐渐成为人们的共识、节约和环保逐渐成为人们的共识,廉价廉价 航空市场前景光明航空市场前景光明4、消费群体意识性提升、消费群体意识性提升5、旅游品味及潮流的变化、旅游品味及潮流的变化6、注重节日经济、注重节日经济8宏观因素分析宏观因素分析（4）中国航空运输业的技术环境）中国航空运输业的技术环境1、互联网技术的发展带来航空运输业、互联网技术的发展带来航空运输业“简化商简化商 务务”的兴起的兴起2、飞行技术的扩散和转移受到严格限制、飞行技术的扩散和转移受到

8、严格限制3、中国航空业竞争处于劣势的技术原因、中国航空业竞争处于劣势的技术原因 网络安全存在隐患 自身技术的落后 高速铁路网络建设加快Porters FiveForces Analysis for Chinas AirlinesPorters Five Forces Analysis for Chinas Airlines10Intensity of RivalryCompetitive rivalry Strong1、Number of industries：Airlines profiles 2、Each has advantages3、Equilibrium4、To see compet

9、itive pressure from Hainan Airlines merger uInternational Airlines:largest capital;Many international routes;Political advantage;Security branduSouthern Airlines:Has themost domestic routes;Largest market share-has a certain advantage of distribution networks and channels;Advance e-ticket technology

10、 advantageuChina Eastern Airlines:geography strengthuThe regional airline:good institutional advantages;Flexible operation mechanism;Occupies most of the countrys regional routesuDomestic market share is low;uAmong the Alliance failed,there is risk of marginalization;uContinued mergers and acquisiti

11、ons,both to speed up international,enhancing international competitiveness;Also in order to ensure the steady growth of enterprises by scale,against external risks。121.The Threat of New Entrants131.The Threat of New EntrantsLesserBarriers to entryExpected returnuPolicy barriers:the provisions of the

12、 Civil Aviationu ActCapital requirements:large capital investmentuProduct differentiation:the service quality,frequent flyer program,flight scheduleuSwiching costs:higheruIndustrys overcapacity and fierce retaliation根据我国民航法规定，设立航空运输企业，应当向国家民航总局申请领取经营许可证，并依法办理工商登记。只有当申请公司具备符合国家规定的适应保证飞行安全要求的民用航空器、有必须

13、的依法取得执照的航空人员、有不少于国务院规定的最低限额的注册资本和法律、行政法规规定的其他条件，方可从事民用航空运输服务。这从资金规模和技术水平方面设置了壁垒。民航总局对航空公司运行也有具体的规定。它会规定在哪些航线是民运航线，哪些是军用航线。服务质量主要体现在无缝隙的中转衔接、机舱内服务和机票限制等。常旅客计划是目前航空公司较为常用的能带来产品差异化的一种促销方式。对于时间敏感旅客，航班时刻产生的差异化远远高于常旅客计划。而我国航空公司没有航班时刻的制定权，由民航总局制定统一分配。为争夺更多的旅客，航空公司之间对出行高峰期航班时刻的竞争尤为激烈。141.The Bargaining Powe

14、r of Suppliers151.The Bargaining Power of Suppliersmoderate1、The market power of suppliers:Aircraft,aviation supplies,China Aviation oil,and for products.Suppliers of aircraft strength is very strong;For vendor comparison2、The brand featuresof suppliers:Airbus believes a connection that you can rela

15、y between Hub ultra large aircraft;While Boeing is considered in the middle of cities to direct flights,is the trend of future flights.3、The companys position of vendors strategies:When choosing a supplier always consider the economic,once you select a supplier of aircraft,the replacement may be lit

16、tle(the maintenance of aircraft,the costs of pilotscultivation),so vendors strategies take the higher status of the company.16The Bargaining Power of Buyers17The Bargaining Power of Buyers1,The volume size of buyers purchase:2,The switching cost purchasers turned to substitute:3,Whether there is a r

17、isk of the buyers joint:Single passengers purchase and the groups purchase;Large buying,higher power of bargainingNo additional costs;(Cancellation charges)Buyers often joint to flight against to buy other companies as a blackmail to reduce fares,making the company lower profits.。18The Threat of Sub

18、stitutes19The Threat of Substitutes1.Business contact areas Try to provide phone,conference phone,fax,e-mail,this type of advanced telecommunications equipment supplier.2.Surface transport provider.High-speed rail,InterCity high-speed rail,high speed roadHoliday businesses20KSF地理覆盖范围（航线网络）服务程度（是否有限服务）集团A：国航、南航、东航集团C：春秋航空集团B：海航、厦航、山东航空等集团C：吉祥、祥鹏等市场份额大；全方位服务（机场设施服务）；航线多，网络广市场份额、航线较少；但提供全方位服务，品质较高商务客为主，市场份额航线网络进一步减少；廉价航空（有限服务）Airliines Industry Strategic Map22地理范围（国际化程度）多元化拓展程度集团A：国航、南航、东航、集团C集团D市场份额；整合程度；国际化程度厦航、山东航空等；主要经营航空客、货、邮运输业务春秋，吉祥，祥鹏等集团B：海航多元化扩展程度高23谢谢谢谢24