东方航空公司航线经营分析体系

上海交通大学硕士学位论文东方航空公司航线经营分析体系姓名：李兵申请学位级别：硕士专业：工商管理(MBA)指导教师：田澎20050108100400”200020046THEROUTEMANAGEMENTANALYSISOFCHINAEASTERNAIRLINESABSTRACTChinaEasternAirlinesisoneamongthethreeleadingairlinesinChina.Equippedwithmorethan100largeandmediumsizedtransportplanes,travelingbetween400domesticandinternationalroutes,itgeneratesmorethan10billioninrevenue.Thereforethetopicofhowtoincreasetheefficiencyinoperationmanagementofsuchalargeinternationalairlinedeservedmulti-faceteddiscussions.DespitethediverseoperationoflargeairlineslikeChinaEasternairlinethecorebusinessisstillthepassengerandcargotransportation.Largeproportionoftherevenueisattributedtocoreactivitiesofthiswell-diversifiedcorporation.Theaimofthisthesisistocarryoutasystematicstudyofrouteoperationanalysisinmajorairlinesoastostrengthenitsoverallprofit-generatingability.Whencomestorouteoperationmanagementthepriorityperceivedbymostindustryexpertsandmajoritymanagerialpersonnelinairlinecompanyisyieldmanagement.Theyieldmanagementmentionedbymostpeoplehereisineffectseatmanagementandsalesdistributionsi.e.pricingpolicy.Thepolicyisbenchmarkedonmarketcompetition,notcostbased.Definitionofyieldmanagementisofparamountimportancetothemodernoperationmanagementofairlinecompanies,buttheevaluationofroutemanagementremainsstatic,constrainedinincomeaspectonly.Thereforetheyieldmanagementmentionedaboveshouldbedefinedasrevenuemanagementorrevenuemaximization.Itisstarklydifferentfromtheroutemanagementthatwillbediscussedinthisthesis.ChinaEasternAirlinesislistedonthestockexchangeofmainlandChina,HongKongandUnitedStatesofAmerica,asapubliclistedcompanyitsmaintargetistomaximizetheoperatingprofitforitsshareholders.Thusoperationpersonnelofthehighesthierarchycannotemphasizeonlyonprofitmaximization,effectivecostcontrolandoptimizationofcoststructureshouldalsobeconsideredatthesametime.Hencemaximizationofrouteoperatingprofitistheprimaryobjectiveofoperationmanagement.Thepurposeofthisthesisistoanalyzetherouteoperationmanagementbyfocusingonrouteprofitabilityviaadetaileddescriptionofincomeandcostallocation.ThethesisbeginswiththeintroductionoffoundinghistoryandthecurrentoperatingenvironmentofChinaEasternAirlines,boththedeficiencyandimportanceofroutemanagementanalysistonationalairlines.Itisfollowedbyanillustrationofcommonlyusedparametersandindicatorsinairlineindustry,thatincludesconventionalabsoluteindicatorandrelativeindicatorwhichiscurrentlyemployedbyindustryexperts.Itconcludesthatprofitmaximizationisthefinalobjectiveofrouteoperationanalysis,suggestswaysinwhichtorealizethisobjective.Inordertohaveadirectandsystematicrouteoperationanalysis,acasestudyofrelativelymaturedroutefromShanghaitoSingaporeischosen.Itisfurnishedwithadetailedcalculationandextractionofincome,costandprofitfortheperiodfrom2000toJune2004.ItfurtherdiscussespresentandfutureprospectofthisroutebasedonspecificroutefiguresandreferencetothewholeindustryandoveralloperationlevelofChinaEasternAirlines.Lastly,suggestiononfine-tuningofrouteoperationanalysiswithinthecompanyisproposed.KEYWORDS:RouteManagementAnalysis,Yieldmanagement,ProfitMaximization200518MBA130708011000652681967471.5,GoldmanSach123.5500()14248.4/20191900MBA2MBA3RevenueManagementYieldmanagementMBA4198719886259019881989319904MU923MU501MUCA1993106199732199541997245CEA0670.HK115(A)19971998820016MBA52002200220031302001573119307230004731424372500050118066634000MBA620082010WTO“”“”2007MBA7“”“”2005180462250802402010770310014520030MBA820022515007.381.577.9“”“”3“”20024120WTOMBA91215%203MBA104“”“”530MBA11100“+”MBA1220MBA13,=++ MBA14={}=={}={}=/100%=/100%=[]=/100%1=/=/=/=//MBA152=/=/=/=/3:=====/100%,3MBA1670520034.99/5.52/3.51/**2003/20042004-03-23MBA1720060090007.5——MBA18IT2003/20042004-03-2320034.00MBA191,,MBA2023——,,,MBA21.---1, 22000MBA2224MBA23199412919951181995199719982001200020019095200220022003SARS2004MBA24MBA2550200220004200462002MBA26200441MBA272003SARS05000100001500020000250003000035000400002MBA283SARS19982002MBA29420002002200352001200220032004MBA30120044MBA31220034.99/5.52/3.51/2003/2004200120035.415.295.875.522000200464.89/MBA32320034.00/2003/2004()MBA33419682004SARS20042MBA3421032000200467.4720038610200220032004166848614MBA35ORACLE6.2.16.2.2ORACLEMBA366.2.3MBA37MBA38MBA39MBA40MBA41[1]20001024[2].--1999[3]2004424[4]2003115[5]2003814[6]2004630[7]20043[8]2003/20042004323[9]2004920[10]——20017.[11]2004423[12]200211MBA42MBA431,2003126263MBA200518105MBA200518东方航空公司航线经营分析体系作者：李兵学位授予单位：上海交通大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：18292c9c-8cb3-43e4-a147-9df1004f1c44下载时间：2010年9月14日