1. 研究目的与意义
research background
as the development of economy and the increase in income level, airline has become more and more popular in people' life. it has become a prior way for people to travel as it is safer ,more convenient and much faster than other means of transportation.
2. 国内外研究现状分析
study of budget airline does not draw much attention until recent years. budget airline is a new product of economy development and become popular in recent years. so it is still a new study area. in addition, there are few articles using business strategy method to analyze budget airline industry.
m michel alle used ryanair one of the largest budget airline companies in european as an example to illustrate history of budget airline industry, strategy they employed , their financial plan and action plan. then he got the conclusion how ryanair can get today's achievement.
eleanor o'higgins also use ryanair as example to analyze whole budget airline. being different from the previous professor, he use environmental analysis to study the macro-economic environment and get new development.
3. 研究的基本内容与计划
outline
pestel analysis
there are many factors in the macro-environment that will effect the decisions of the managers of any organization. tax changes, new laws, trade barriers, demographic change and government policy changes are all examples of macro change. to help analyze these factors managers can categories them using the pestel model.
4. 研究创新点
Study of budget airline does not draw much attention until recent years. Budget airline is a new product of economy development and become popular in recent years. So it is still a new study area. In addition, there are few articles using business strategy method to analyze budget airline industry.
By doing the project ,we can learn from European budget airline's experience to develop our own Chinese budget airline.
