《蓝海战略》一书发行以来在世界范围内引起了很大的反响,本文结合蓝海战略的理论,阐述了传统航空公司如何在经济结构调整、低成本航空、高铁冲击等新形势下确定自己的定位与发展战略,以期为传统航空公司的发展带来一些讨论与建议。 The issue of “Blue Ocean Strategy” has aroused great repercussions all over the world since the release of Blue Ocean Strategy. Based on the theory of Blue Ocean Strategy, this article elaborates how traditional airlines can determine their own advantages under the new situation of economic restructuring, low-cost aviation and high-speed rail attack. Positioning and development strategy, with a view to the traditional development of the airline brought some discussion and recommendations.