摘 要
随着经济的发展、旅游业的兴盛以及航空管制的放宽，低成本航空在亚太地区的成
长十分迅速。中国航空运输市场作为世界上最活跃的新兴市场之一，对低成本航空公司
亚航来说拥有巨大的商业价值。通过在珠三角地区开设航线积累了丰富经验，亚航又将
目光投向武汉，计划开通武汉—曼谷航线，进一步开拓在中国中西部的客源市场。

本商业计划书以亚航武汉—曼谷航线项目为研究对象，运用 PEST 模型和波特五力
模型对宏观环境和欧亿·体育（中国）有限公司环境进行了分析。通过对亚航自身战略目标、运营特点的分析，
结合内外部环境，综合考量项目的优势、劣势及所面临的机会和挑战。在以上分析的基
础上，本商业计划书对目标市场和营销策略组合进行了选择，并对项目未来的运营情况
进行了预估。通过关键性财务指标的分析以及敏感性分析，证明项目有较强的盈利能力。

通过对项目对各类风险管理策略的分析，证明其有较强的规避风险的能力。由此得出项
目可行的结论。

本商业计划书的撰写目的是梳理在 MBA 学习中学到的各种理论知识，将其融会贯
通，以提升分析和解决实际问题的能力，同时也希望为企业运营提供一定参考。

关键词：商业计划书；亚航；低成本；航线
IAbstract
With the development of economy, the bloom of tourism and the relaxation of air traffic
control, low-cost airlines are growing rapidly in the Asia-Pacific region. As one of the most
active emerging markets in the world, China’s air transport market has great commercial
value for Air Asia, a low-cost airline. By opening up routes to the Pearl River Delta, Air Asia
has accumulated significant experience. In order to expand the source market in central and
western China, Air Asia turns her eyes to Wuhan, and plans to start the route from Wuhan to
Bangkok.
Focused on Air Asia’s project of the route from Wuhan to Bangkok, the business plan
analyzes the macroscopic environment and industry environment by the PEST model and five
forces model respectively. By analyzing the strategic targets and operating characteristics of
Air Asia with reference to the internal and external environment, the plan researches
comprehensively the strengths and weaknesses of the project, and the chances and challenges
ahead. On the foundation of the above analysis, the business plan chooses the target market as
well as the marketing strategy correspondingly, and estimate future operation of the project.
By analysis of the key financial indicators and sensitivity, the project is proved to be of strong
profitability. By analysis of various strategies for managing risk, the project is proved to be of
strong risk-avoiding capability. Therefore, the conclusion that the project is feasible can be
drawn.
By summarizing and thoroughly mastering all kinds of theoretic knowledge during the
study of MBA degree, the business plan aims at improving the ability of analyzing and
solving problems. Meanwhile, it is expected to provide references for enterprise operation.
Key Words：Business Plan；Air Asia；Low-cost；Route