| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| Chapter I Introduction | 第18-24页 |
| 1.1 Research background | 第18-19页 |
| 1.2 Research objective and significance | 第19-20页 |
| 1.2.1 Research objective | 第19-20页 |
| 1.2.2 Research significance | 第20页 |
| 1.3 The main content and structure of the research | 第20-21页 |
| 1.4 Research methodology and the technical route of the study | 第21-22页 |
| 1.4.1 Research methodology | 第21页 |
| 1.4.2 The technical route of the study | 第21-22页 |
| 1.5 Research innovation | 第22-24页 |
| Chapter II Literature review | 第24-34页 |
| 2.1 Basic concepts | 第24-27页 |
| 2.1.1 Differentiation strategy | 第24页 |
| 2.1.2 ‘The Long Tail’ theory | 第24-26页 |
| 2.1.3 Niche Marketing | 第26页 |
| 2.1.4 Air Freight | 第26页 |
| 2.1.5 Air Charter Business | 第26-27页 |
| 2.2 Literature review | 第27-31页 |
| 2.2.1 Related theories on air freight market | 第27-29页 |
| 2.2.2 Related research and development on air freight charter business | 第29-30页 |
| 2.2.3 Research trends and gaps | 第30-31页 |
| 2.3 Analysis tools | 第31-34页 |
| 2.3.1 Michael Porter’s Five Forces Model | 第31-32页 |
| 2.3.2 SWOT Analysis | 第32页 |
| 2.3.3 Bertrand model | 第32-34页 |
| Chapter III Case Description | 第34-48页 |
| 3.1 The development status of China's air freight industry | 第34-36页 |
| 3.1.1 The operation mode of China's air freight industry and existing problems | 第34-35页 |
| 3.1.2 Problems of China's air freight industry | 第35-36页 |
| 3.2 Company profile of S airlines | 第36-38页 |
| 3.2.1 Introduction | 第36页 |
| 3.2.2 Build Canton Route | 第36页 |
| 3.2.3 Transportation status | 第36-37页 |
| 3.2.4 Rewards from the airline industry | 第37页 |
| 3.2.5 Marketing | 第37-38页 |
| 3.3 Air freight service in S airlines and its development strategy | 第38-41页 |
| 3.3.1 General status of air freight service | 第38-40页 |
| 3.3.2 The development strategy of freight business | 第40-41页 |
| 3.4 Current situation of air freight charter service in S airlines | 第41-48页 |
| 3.4.1 Implementation standards of charter operations | 第41-43页 |
| 3.4.2 The operation flow of charter business | 第43-45页 |
| 3.4.3 Contract signing and approval | 第45-48页 |
| Chapter IV Case Analysis | 第48-74页 |
| 4.1 Analysis of the external environment of S Airlines freight business | 第48-56页 |
| 4.1.1 The niche-product of competitors in air freight market | 第48-53页 |
| 4.1.2 The alternatives of freight business | 第53-54页 |
| 4.1.3 Potential entrants | 第54页 |
| 4.1.4 The bargaining power of the suppliers | 第54-55页 |
| 4.1.5 The buyer's bargaining power | 第55页 |
| 4.1.6 Brief summary | 第55-56页 |
| 4.2 Analysis of the air freight market through the Bertrand Model | 第56-57页 |
| 4.3 Analysis of the internal environment of freight business | 第57-66页 |
| 4.3.1 Strengths-Powerful fleet and rich routes | 第57-59页 |
| 4.3.2 Weaknesses-The positioning of freight charter business is vague | 第59-64页 |
| 4.3.3 Opportunities-the prosperity of Internet age | 第64页 |
| 4.3.4 Threats in air freight market | 第64-65页 |
| 4.3.5 Summarize the advantages and disadvantages in S Airlines | 第65-66页 |
| 4.4 Analysis on the main problems and causes of air freight business | 第66-73页 |
| 4.4.1 Poor management of profit and lack of core competence | 第66-68页 |
| 4.4.2 Production patterns and customer needs are not matched | 第68-69页 |
| 4.4.3 The quality of ground handling service is beyond control | 第69-71页 |
| 4.4.4 The charter contract process are too complicated | 第71-72页 |
| 4.4.5 Shortage of professional cargo personnel | 第72页 |
| 4.4.6 Causes of problems | 第72-73页 |
| 4.5 Summary | 第73-74页 |
| Chapter V Suggestions | 第74-88页 |
| 5.1 Prioritization scheme | 第74-84页 |
| 5.1.1 Build competitive products to enhance the profit | 第74-76页 |
| 5.1.2 Reposition the charter service in cargo business | 第76-79页 |
| 5.1.3 Concentrate on the“Niche Marketing”product | 第79-81页 |
| 5.1.4 Integrate the internal resource and rebuild the structure of freight business | 第81-82页 |
| 5.1.5 Improve customer relationship management by using Internet | 第82-84页 |
| 5.2 Measures of operation | 第84-88页 |
| 5.2.1 Improve the ground service level | 第84-85页 |
| 5.2.2 Revise the regulation of freighter charter management | 第85页 |
| 5.2.3 Train excellent freight charter professionals | 第85-88页 |
| Chapter VI Conclusions | 第88-90页 |
| References | 第90-91页 |
