上航物流联合营销平台的设计与研究

上海交通大学硕士学位论文上航物流联合营销平台的设计与研究姓名：钱奇申请学位级别：硕士专业：物流工程指导教师：王春香;虞寅岗20080501摘要上航物流联合营销平台的设计与研究摘要当前的航空物流市场竞争激烈，在国外物流巨头的挤压下，国内航空企业在发展模式与营销方式上呈现出较多的趋同性，如何通过合理的定位，结合自身特点，使用差异化的竞争策略为航空物流企业的发展赢得市场空间，是各公司面临的挑战。上海航空公司在物流运输领域里拥有专业的航空货运公司、地面代理服务公司、第三方物流公司，这些企业的主要业务都与上航主营的航空承运业务相关，然而现有物流企业的服务产品虽门类不少，但各企业之间基本处在各自独立经营的状态中，没有形成集合效应，迫切需要进行营销资源的整合。本文首先从分析航空物流的发展内外部环境着手，然后分析了发展航空物流的主要资源制约与发展趋势。同时运用迈克尔·波特的“五力模型”对上航物流现有的竞争者，潜在竞争者，替代品，供应方和购买方逐一研究，并提出了上航应选择空地一体化的航空物流运营模式。论文重点以上航承运的水产品为例，研究了联合营销平台中的物流调度与成本结构模型分析。昀后侧重分析上航物流联合营销平台的实施流程，研究了平台内容、架构与核心功能，以及联合营销平台实施后的绩效分析与收益情况。结果表明，上航实施物流联合营销平台，有助于航空货运企业将企业内部物流体系与外部第三方物流进行密切配合，使用电子商务平台后共享的客户、产品和信息等资源，弥补了成员企业分散独立决策可能出II摘要现的局限性，使得各企业从产业链整体规划和发挥整体优势的高度进行共同策划、规划和协调合作成为可能。关键词：航空，营销，商务平台，物流调度，成本优化IIIABSTRACTDESIGNANDRESEARCHOFSHANGHAIAIRLINESLOGISTICSJOINTMARKETINGPLATFORMABSTRACTCurrentlyaviationlogisticsmarketishighlycompetitive.Inthepressureofforeignlogisticsgiants,thedomesticaviationcompaniesarelackofinnovationandcreationinthedevelopmentofmarketingmodels.Thecompaniesarefacingchallengestofindsuitableposition,Jointwithitsowncharacteristics,andtousecompetitivestrategytowinmarketshare.ShanghaiAirlineshasinthefieldoflogisticsandtransportareafordecades.Ithastwomajoraircarriercompanies,groundserviceagent,third-partylogisticscompanies.Themainbusinessofthesecompanieshascloseconnectionwithaircraftcarrierbusiness.Althoughthecompanieshavemanycategoriesinexistingproductsandlogisticsservices,theybasicallykeepthebusinessintheirownindependentcondition.Therewasnoeffectofthecombination.Soitisurgentlyneededtointegratethemarketingresources.Inthefirstpartofthisarticle,itstartstoanalyzethedevelopmentofaviationlogisticsfromtheexternalenvironment.Thenitbringsforwardthemajordevelopmenttrendsforaviationlogisticsandtheresourceconstraints.InthemeantimethearticleputanemphasisontheresearchofMichaelPorter'sFiveForcesModelanditanalyzestheexistingcompetitors,potentialcompetitors,substitutes,suppliersandbuyersofShanghaiAirlines(SAL)logisticsonebyone.AnditmakestheselectionthatSALshouldchooseintegratedaviationlogisticsbusinessmodel.Thearticleputanemphasisontheseafoodasanexampleforthestudyofjointmarketingplatforminlogisticsschedulingmodelandcoststructuremodel.Finally,thearticlefocusesontheprocessflowofSALlogisticsjointmarketingplatform,itstudythecontentsoftheplatform,architectureandcorefunctionality,asIVABSTRACTwellastheperformanceanalysisandrevenuesofjointmarketingplatform.TheresultsshowedthattheimplementationofSALlogisticsjointmarketingplatformwillcontributetointegratetheinternalandexternalthird-partylogisticssystemofaircargocompanies.TheuseofE-businessplatformtosharecustomer,productandinformationresourceswillmakeupforthemembersdecentralizedindependentdecision-makinglimitations.Anditwillmakepossibleforindividualcompaniestobettercommunication,co-planningandcoordinationwithinawholeindustrialchain.KEYWORDS:aviation,marketing,E-businessplatform,logisticsscheduling,costoptimizationV图目录图目录图11970-2005年全球定期航空货运量············································································7图2中国国际货运市场份额·····························································································9图3中国－北美总货运量·······························································································11图4中国－欧洲总货运量·······························································································11图5上航货运航线网络图·······························································································18图6航空物流产业链模式·······························································································20图7上航物流联合营销体系运作方式···········································································29图8上航物流企业联盟营销模式···················································································30图9上航物流地面派送网络···························································································31图10上航物流联合营销电子商务平台·········································································32图11上航物流产品品牌结构图·····················································································33图122004年－2008年分机型飞行小时·········································································35图132004年－2008年分机型水产品运量·····································································36图142003年－2008年航油价格走势·············································································38图15LINGO软件可求解的优化模型·············································································41图16LINGO软件一次求解模型·····················································································43图17LINGO软件二次求解模型·····················································································44图18上航物流联合营销平台流程图·············································································48图19客户价值与忠诚度评价·························································································53图20上航物流联合营销平台业务操作流程·································································54VIII图目录图21自动报价引擎业务流程·······························································