摘要
民用航空运输业作为国民经济的基础性产业,目前在我国处于欧亿·体育（中国）有限公司的上升阶
段,有着非常广阔的发展前景。中国南方航空作为亚洲第一、世界第三大航空公司,
多年来在国家政策的扶持下,企业飞速发展,无论在安全、经营还是服务领域,始
终处于亚洲领先水平,取得了举世瞩目的成就。

南航珠海公司作为南航的18家分子公司中规模最小,发展起步晚、地理位置
特殊的中小型航空企业,尽管近年来,借助南航的企业战略和品牌影响,在发展中
取得了一定的成绩,但与国际先进的航空公司相比,在诸多方面,还依然存在着较
大的差距。

当前,在全球航空市场“天空开放”大势所趋的环境下,如何既能做到“守土
有责”,又能不断地开发和延伸航空市场领域,是各国航空企业在发展中追逐的命
题。因此,如何使南航珠海公司在发展中确立一个既符合企业自身特点,又具有核
心竞争力的发展战略,就尤为具有现实意义了。本文围绕南航珠海公司的发展战略
进行了系统研究,运用了战略管理的相关理论和方法,对南航珠海公司的战略背景、
战略环境、战略目标、战略实施及措施进行了具体分析;运用“波特五因素”模型、
PEST分析法、“SWOT”分析法等详细阐述了南航珠海公司当前和未来发展中
所面临的宏观和微观、整体与欧亿·体育（中国）有限公司、内部与外部的有利条件和不利因素,为公司战
略目标设定和战略实施奠定基础。

笔者希望通过本次的企业战略研究,为南航珠海公司的发展提供借鉴和参考,
促进企业改革创新、缩小差距、驶入高速发展的快车道,同时也为地区“航空港”
添砖加瓦,为珠海经济腾飞和南航发展助力添彩。

关键词:民航运输业企业发展战略规划
Abstract
Civil aviation transportation industry is the basic industry of national economy, at
present in our country is in the rising phase of the industry, has a very broad prospects
for development. China Southern Airlines as the first in Asia, the world39;s third largest
airline, over the years in support of national policy, the rapid development of enterprises,
whether in safety,management or service areas,always in the leading position in Asia,
gained the success that attract worldwide attention.
Zhuhai airlines as the size of 18 molecules, southern minimum, medium and small
aviation enterprise development started late,the special geographical location, although
in recent years, with the influence of southern business strategy and brand, have made
certain achievements in development, but compared with the advanced international
airlines, in many respects, still there is a big gap.
At present, in the environment of global aviation market open skies represent the
general trend of the next, how to do selves, and constantly develop and extend the
aviation market, is the aviation enterprises pursuing in the development of the
proposition. Therefore, how to make China Southern Zhuhai in the development of the
company to establish a business is in line with its own characteristics, development
strategy and core competitiveness, it is very practical significance. The research on the
development strategy of the China Southern Airlines Zhuhai company, use the strategy
management theory and methods, the strategic background of China Southern Airlines
Zhuhai branch, strategic environment,strategic target, strategic implementation and
measures are analyzed; using the Potter five model, PEST, SWOT analysis method
method described in detail China Southern Airlines Zhuhai branch current and future
development in the face of macroscopic and microcosmic, whole and industry, the
internal and external of the favorable conditions and unfavorable factors, and lays the
foundation of company strategy goal setting and strategic implementation.
The author hopes that through the study of the enterprise strategy, and provide the
reference for the development of China Southern Airlines Zhuhai company, promote
enterprise reform and innovation, to narrow the gap, into the fast lane of development,
but also for the region airport do what little one can to help, for the economic
development of Zhuhai and the southern development assistance.
Key Words: civil aviation, enterprises development, strategic planning