收益管理下东方航空公司客舱设备布局及选型的优化策略研究

发布时间：2018-06-07 14:14

本文选题：收益管理 + 客舱布局　；参考：《兰州大学》2013年硕士论文

【摘要】：随着全球经济的快速发展,国际航空运输业走过了发育期和成长期,并即将步入成熟期。航空运输业作为世界经济全球化的催化剂,在促进和加快世界经济一体化进程的同时,航空运输自身也出现了全球化发展趋势。航空运输全球化使航空公司更加注重自身的收益管理,努力发挥收益最大化优势,从而创造独特的竞争能力和领先的市场地位。服务经济的到来使航空运输等服务企业面临广阔的发展空间和巨大的挑战。对于传统航空公司而言,飞机是实现差异化服务最强有力的武器,而飞机客舱内饰和布局的选择已成为航空公司在激烈的市场竞争中制胜的法宝。以阿联酋和新加坡航空为例,其凭借高科技和人性化的客舱设备布局和选型最大限度地满足旅客的舒适需求,并取得公司收益和品牌打造的双丰收。目前航空服务业竞争除了传统的微笑服务、亲和服务外,更重要的是信息技术、硬件设施和航线网络等方面的竞争,而客舱座位布局和设备配备是提高市场竞争力最主要的手段之一。由此可见,航空公司如何运用科学的方法优化客舱设备布局和选型工作,是提升其核心竞争力和收益水平的关键。东方航空公司是我国三大民用航空运输骨干企业之一。在经历了多年摸索和研究以后,近年来东航在飞机客舱设备布局和选型管理方面改进显著。但如何在实现公司收益和满足旅客需求之间寻求平衡,如何更高效、科学、专业地开展客舱设备布局和选型工作,至今仍是困扰东航发展的一大难题。目前东航客舱设备布局和选型项目收益提升存在的问题主要集中在市场定位、航线结构、组织结构和市场竞争力这四个方面。随着客户对于航空公司服务期望值的日益提升,东航要想在日趋激烈的市场竞争中立于不败之地,亟待在客舱设备布局和选型方面探寻一条科学之路。本文通过问卷调查、统计分析、流程分析、综合评价和文献资料分析等方法对东航客舱布局及设备选型现状,对客舱布局和设备选型与公司收益的关系,以及东航客舱布局和设备选型收益提升存在的问题进行分析,从市场定位、航线结构、组织结构和市场竞争力四个方面提出具体的东航客舱布局和设备选型优化方案,并通过制定计划、高效实施、质量检验、结果评估、完善方案以确保东航客舱设备布局和选型的实施和控制,从而进一步完善了东航的客舱布局和选型工作流程。
[Abstract]:With the rapid development of the global economy, the international air transport industry has gone through the period of development and growth, and is about to enter the mature period. As the catalyst of the globalization of the world economy, the air transport industry, while promoting and speeding up the process of world economic integration, has also appeared the trend of globalization. The globalization of air transportation makes airlines pay more attention to their own revenue management and make great efforts to maximize their earnings, thus creating unique competitive power and leading market position. The arrival of service economy makes air transportation and other service enterprises face broad development space and huge challenges. For traditional airlines, aircraft is the most powerful weapon to achieve differentiated services, and the choice of cabin interior and layout has become a magic weapon for airlines to win in the fierce market competition. Take UAE and Singapore Airlines as an example, with the help of high-tech and humanized cabin equipment layout and selection, it can meet the comfortable needs of passengers to the maximum extent, and obtain the double harvest of company income and brand. At present, in addition to traditional smile services and affinity services, the competition in the aviation service industry is more important in the areas of information technology, hardware facilities, airline networks, and so on. The cabin seat layout and equipment is one of the most important means to improve market competitiveness. Thus, how to use scientific methods to optimize the layout and selection of cabin equipment is the key to enhance the core competitiveness and income level of airlines. China Eastern Airlines is one of the three major civil aviation transport backbone enterprises. After many years of exploration and research, China Eastern Airlines has improved significantly in the layout and selection management of aircraft cabin equipment in recent years. However, how to find a balance between realizing the company's income and satisfying the passenger demand, how to carry out the layout and selection of passenger cabin equipment more efficiently, scientifically and professionally is still a big problem that puzzles the development of China Eastern Airlines. At present, the problems of China Eastern Airlines' cabin equipment layout and type selection project income promotion mainly focus on four aspects: market positioning, route structure, organization structure and market competitiveness. With the increasing customer expectation for airline service, if China Eastern wants to stand in an invincible position in the increasingly fierce market competition, it is urgent to explore a scientific way in the layout and selection of cabin equipment. Through questionnaire survey, statistical analysis, process analysis, comprehensive evaluation and literature analysis, this paper analyzes the present situation of cabin layout and equipment selection of China Eastern Airlines, and the relationship between cabin layout and equipment selection and company income. As well as the problems existing in China Eastern Airlines' cabin layout and equipment selection income promotion, the paper puts forward the specific optimization scheme of China Eastern Airlines cabin layout and equipment selection from four aspects: market positioning, route structure, organization structure and market competitiveness. And by making plan, high efficiency implementation, quality inspection, result evaluation, and perfecting scheme to ensure the implementation and control of equipment layout and selection of cabin of China Eastern Airlines, the layout and work flow of cabin selection of China Eastern Airlines are further improved.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F562.3;V223.2

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