导　　师： 宋铁波

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 京广两地往返航线近年来发展迅猛，2005年-2010年期间航线线总体旅客运输量超1500万人次，年均增长速度5.76/%。其中，头等舱和公务舱旅客运输量90.75万，年均增长速度远超航线整体增幅达30/%。同时，由于航线的迅猛发展，航空公司加大了该航线的运力的投入，造成了航线运力供给大于客源需求的局面。面对这种情况，南航只有在市场竞争中通过增强高端旅客选择的倾向性，抢占高端客源的市场份额，提高航班整体的票价水平，才能提高京广航班的经营品质、提升南航的高端品牌形象。 本商业计划书以南航京广线铂金航班项目作为研究对象，运用PEST模型和波特五力模型对宏观和行业环境进行了分析，并结合航线情况对高端旅客的消费行为特点进行了深入的剖析，通过竞争对手和自身优劣势的情况对比，综合分析了项目的各个影响因素。在分析的基础上，本商业计划书对项目的定位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。 本项目预计运作10年，初始投资约为2亿，主要为机体改造和广告宣传费用。项目运作后，年运营收入约为1.758亿，年运营成本约为1.261亿。项目投资回收期3年2个月，净现值1.133亿，项目内部收益率25.08/%大于南航内部资金成本（10/%）。根据敏感性分析，项目在销售收入下滑8/%时，项目的内部收益率与南航内部资金成本持平，项目风险适中。 结合项目的商业运营和财务分析，得出项目可行的结论。 In recent years, round-trip route between Guangzhou and Beijing develop rapidly. During2005to2010, the quantity of the route line's passenger has reached over15million, and theaverage annual growth rate is5.76/%. The quantity of First Class and Business Classpassenger has reached907,500, and the average annual growth rate is30/%. At the same time,the airline has increased the capacity of input in this route due to the rapid development. Itresults in that the capacity supply is much greater than the tourist demand. In this case, ChinaSouthern Airlines has to increase the market share of high-end tourists, in order to improvethe quality of the route and enhance Southern high-end brand image. First of all, the business plan of platinum flight projects between Beijing and Guangzhouuse the PEST model and the Five Forces Model to analysis the macro and industryenvironment and the high-end passenger’s behavior characteristics. And then, the businessplan analysis the strengths and weaknesses of competitors and China Southern Airlines,considering various impact factors on the project. Finally, the business plan makes thedecision of marketing strategy of the project base on the analysis above. This project is expected to operate10years, and the initial investment is about￥200million mainly for the aircraft modification and advertising costs. After the project Operate,the annual operating revenue is￥175.8million, and the annual operating costs is about￥126.1million. The payback period of the project is3years and2months. The net presentvalue is￥113.3million. The project internal return rate is25.08/%,much higher than theinternal cost of China Southern Airlines /(10/%/). Through the sensitivity analysis, the projectcan bear the sales revenue declined8percent, and in that case the project's internal return rateis the same as the internal cost of China Southern Airlines. So the risk of the project ismoderate.Considering the business operations and financial analysis of the project, the projectis feasible conclusion.

关 键 词： 南航 铂金航班 商业计划书

分 类 号： [F562]

领　　域： [经济管理]