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中国高速铁路的蓬勃发展对民用航空运输企业造成的巨大冲击日益加剧,民航企业应从产业竞争的角度对比进行分析,以探究应对之策。从客户角度出发,高速铁路和民用航空的主要选择因子包括货币价格、时间价值、主观效用、客观安全、准点效率五类指标。高速铁路和民用航空的竞争过程包括价格竞争、服务竞争、成本竞争、战略竞争四个由低到高的层级。国内外典型个案的比较分析表明高速铁路带来的影响不尽是负面的,也有着相应的外部福利共享,更是为民航企业战略重塑、结构调整、乃至发展方式转变提供了新的契机。对于政府的公共决策而言,合理布局各类运输方式、统筹兼顾高速铁路和民用航空、引导“空铁联运”等行业合作模式将是实现交通事业科学发展的重要环节。对于民航企业的微观决策而言,在短期,一是采取必要和有限的机票折扣策略,二是严格控制运营成本;在中期,应重点解决以航班延误为代表的服务流程再造问题;在长期,则要调整市场目标结构以重塑企业竞争战略,重点拓展国际航线。
The tremendous impact of the rapid development of China’s high-speed railway on the civil aviation transport enterprises is aggravating day by day. Civil aviation enterprises should make comparative analysis from the perspective of industrial competition in order to explore countermeasures. From the customer’s point of view, the main selection factors for high-speed railways and civil aviation include five indicators: currency price, time value, subjective utility, objective security and punctuality efficiency. The competition process between high-speed railway and civil aviation includes four low-to-high levels of price competition, service competition, cost competition and strategic competition. The comparative analysis of the typical cases at home and abroad shows that the impact brought by high-speed railways is not always negative and that there is a corresponding sharing of external benefits. This provides a new opportunity for the restructuring, structural adjustment and even the transformation of the mode of development of civil aviation enterprises. For the government’s public decision-making, rational distribution of various modes of transport, overall consideration of high-speed railway and civil aviation, and guide the “air and air transport” and other industries will be an important part of the scientific development of transportation. For the micro-decision-making of civil aviation enterprises, in the short run, one is to take the necessary and limited ticket discount strategy; the other is to strictly control the operation cost; in the medium term, the problem of service process reengineering represented by flight delays should be focused on solving problems; in the long run, We must adjust the market target structure to reshape the competitive strategy of enterprises, focusing on expanding international routes.