本文選題：收益管理 + 客艙布局��； 參考：《蘭州大學》2013年碩士論文

【摘要】：隨著全球經(jīng)濟的快速發(fā)展,國際航空運輸業(yè)走過了發(fā)育期和成長期,并即將步入成熟期。航空運輸業(yè)作為世界經(jīng)濟全球化的催化劑,在促進和加快世界經(jīng)濟一體化進程的同時,航空運輸自身也出現(xiàn)了全球化發(fā)展趨勢。航空運輸全球化使航空公司更加注重自身的收益管理,努力發(fā)揮收益最大化優(yōu)勢,從而創(chuàng)造獨特的競爭能力和領(lǐng)先的市場地位。服務經(jīng)濟的到來使航空運輸?shù)确⻊掌髽I(yè)面臨廣闊的發(fā)展空間和巨大的挑戰(zhàn)。對于傳統(tǒng)航空公司而言,飛機是實現(xiàn)差異化服務最強有力的武器,而飛機客艙內(nèi)飾和布局的選擇已成為航空公司在激烈的市場競爭中制勝的法寶。以阿聯(lián)酋和新加坡航空為例,其憑借高科技和人性化的客艙設(shè)備布局和選型最大限度地滿足旅客的舒適需求,并取得公司收益和品牌打造的雙豐收。目前航空服務業(yè)競爭除了傳統(tǒng)的微笑服務、親和服務外,更重要的是信息技術(shù)、硬件設(shè)施和航線網(wǎng)絡(luò)等方面的競爭,而客艙座位布局和設(shè)備配備是提高市場競爭力最主要的手段之一。由此可見,航空公司如何運用科學的方法優(yōu)化客艙設(shè)備布局和選型工作,是提升其核心競爭力和收益水平的關(guān)鍵。 東方航空公司是我國三大民用航空運輸骨干企業(yè)之一。在經(jīng)歷了多年摸索和研究以后,近年來東航在飛機客艙設(shè)備布局和選型管理方面改進顯著。但如何在實現(xiàn)公司收益和滿足旅客需求之間尋求平衡,如何更高效、科學、專業(yè)地開展客艙設(shè)備布局和選型工作,至今仍是困擾東航發(fā)展的一大難題。目前東航客艙設(shè)備布局和選型項目收益提升存在的問題主要集中在市場定位、航線結(jié)構(gòu)、組織結(jié)構(gòu)和市場競爭力這四個方面。隨著客戶對于航空公司服務期望值的日益提升,東航要想在日趨激烈的市場競爭中立于不敗之地,亟待在客艙設(shè)備布局和選型方面探尋一條科學之路。 本文通過問卷調(diào)查、統(tǒng)計分析、流程分析、綜合評價和文獻資料分析等方法對東航客艙布局及設(shè)備選型現(xiàn)狀,對客艙布局和設(shè)備選型與公司收益的關(guān)系,以及東航客艙布局和設(shè)備選型收益提升存在的問題進行分析,從市場定位、航線結(jié)構(gòu)、組織結(jié)構(gòu)和市場競爭力四個方面提出具體的東航客艙布局和設(shè)備選型優(yōu)化方案,并通過制定計劃、高效實施、質(zhì)量檢驗、結(jié)果評估、完善方案以確保東航客艙設(shè)備布局和選型的實施和控制,從而進一步完善了東航的客艙布局和選型工作流程。
[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.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F562.3;V223.2

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