The attractiveness competitive advantages of European Budget Airlines开题报告

全文总字数：929字

1. 研究目的与意义

Nowadays, budget airlinehas become an important part of life, when people go outside, they prefer totake the budget airline both for its cheaper price and its fast speed. As thebudget airlines fast expansion, especially in China, India and other AsiaPacific countries, it is very meaningful to analysis the success factors andthe potential threats of the budget airline industry.

2. 国内外研究现状分析

In China, many expertshave proceeded the research of the budget airline. According to the research ofLi Zhongchao from University of Gui Zhou, he gave an essay called The Cost andMarket Strategy of budget airlines in China, he pointed out at that the budgetairline has started up in China, but it develops very slowly , and there is agreat potential for the budget airlines development in China because of Chinashuge market and resource. However, he also pointed out that in order to win inthis new market, the enterprises should focus both on the cost and market. Forthe cost , the enterprise should try their best to lower down its cost, only inthis way can they gain advantages over others. Also, the enterprise should havethe right market positioning. In these two ways can they make the enterprisesgrasp the opportunity of success in China.

In abroad, because thebudget airline industry has been built up for several decades, the experiencedbudget airline industry have a deeper understanding of the success factors.From the case of Ryanair, which is the biggest airline in Europe, it uses the nofrills strategy to gain competitive advantage over others. For the easyjet,which is the second largest budget airline in Europe, it uses reasonable priceand good quality to gain competitive advantages over others. Besides, theEuropean budget airlines also realizes the external threats surrounding them,like the stricter government control , the substitution of high-speed trains ,and so on.

3. 研究的基本内容与计划

the total essay includestwo parts:

firstly, before weanalyze an industry, we should realize the environment surrounding them, andconclude the opportunities and threats surrounding them to judge whether thisindustry is worth investing. the environment includes the environment at themacro level and the industry level.

secondly, after analyzingthe environment of the industry and know whether the industry is worthinvesting or not, we should analysis what business strategy the budget airlinesshould take order to win in the market. also, we will conclude what thecompetitive advantages the budget airlines should have in order to survive inthis environment.

4. 研究创新点

In Europe, the budget airline has developedfor almost 50 years, and the budget airline industry has become very mature andsuccessful, so the European budget airline would be a good sample for us toanalysis this industrys development.