航空公司核心竞争力组成要素及其价值的分析外文翻译

1、中原工学院航空学院毕业设计（论文）外文译文PAGE PAGE 13 毕业设计（论文）译文题目名称：航空公司核心竞争力组成要素及其价值的分析 院系名称：班 级：学 号：学生姓名：指导教师：2011年8月 HYPERLINK /contribute.htm t _blank 航空公司核心竞争力组成要素及其价值的分析Stefan Vob市场的竞争在促使市场资源不断进行重新配置的同时，也促使竞争者之间通过重新调整、分配和整合内部资源以实现在市场资源分配中占有合理的份额和有效的优势。航空运输市场的激烈竞争在带来一定的社会积极效应的同时，也对航空运输企业本身提出了最为严峻的挑战。面对市场的竞争压力，一些航

2、空运输企业开始调整经营策略。比如在航班申请、产品促销、引进大机型、开发新市场等方面下功夫，借此希望通过策略的调整来吸引和稳定客源市场。实际上，这些策略的调整或者资源的再分配是围绕着航空运输企业应该具备和拥有的核心竞争力来开展的。如何维持航空运输企业的持续发展，以此确定在市场竞争中的主导地位？构建核心竞争力是航空运输企业在生产经营和运作管理过程中面对的一项重要课题。核心竞争力更多的是关注企业的长远发展，在市场竞争中在本质上区别于竞争对手而成为获取市场资源的原动力。一、核心竞争力的概念和特征学者鲍埃里克森和杰斯帕米克尔森的研究认为“核心竞争力是企业组织资本和社会资本的集合，”组织资本是指组织对所承

3、担任务的协调能力的资产，而社会资本是指作为资源提供给行为人用来获取收益的那部分社会结构的价值，它通过行为人之间相互关系的变化而产生；“组织资本反映了协调和组织生产的技术方面，社会资本则显示出社会环境的重要性”，前者可以在组织结构中得以体现，后者可以反映出企业文化。美国著名营销管理学专家菲利普科特勒认为核心竞争力具备三个特征，即：（1）能够给客户带来实质利益的具有竞争性的优势资源；（2）对于各种范围宽广的市场来说具有潜在的应用宽度；（3）对竞争者来说难以模仿。在综合上述观点的基础之上，对于航空运输企业的核心竞争力来说，笔者认为航空运输企业的核心竞争力应该以行业价值链为基础，是一个对内部核心资源（

4、技术能力、组织协调能力、市场应变和创新能力等）的重组和分配以维持和提升持续性盈利为目标，对外部资源的协调和配合以满足各关联方的利益分配的完整的运行体制，并通过有效体制的运作以自身独特的竞争优势获取稳定和扩大的市场收益来实现航空运输企业的长远发展战略目标。构建核心竞争力是一个科学、系统、严谨的过程，是需要企业在战略层面上予以高度支持和实行科学管理，需要组织内部各关联方的高度协调和配合的系统工程。二、构建核心竞争力在实践中的作用航空运输企业的发展存在多种竞争渠道，规模不等的航空公司在市场竞争中构建和确立了不同的发展途径。从经营角度考虑，基本上具有以下几个方面的特征。1、规模公司占据主导市场，在竞争

5、中突显价格优势；2、小公司力求低成本、差异化，在边缘市场独树一帜；3、网络规模化、机队单一化；4、服务差异化，销售全球化；5、联盟成为扩大品牌和销售的有效途径；6、管理精细化，决策周全化；7、资本运作已经不仅仅局限于主营业务的发展，从战略层面上更多的开始关注行业内、区域化甚至跨国界的扩张，等等。航空运输企业呈现出的这些特征，不是单一因素就能产生的，在围绕构建核心竞争力的多种因素中，由于不同因素的组合产生不同的经营战略和策略，也带来不同航空运输企业的不同管理效能和市场定位。航空运输企业都在围绕市场运营，但并不是每一个航空运输企业都能够有效构建和打造具有自身品牌的核心竞争力。三、对构建核心竞争力关

6、键要素的价值分析正如前文所述，组成企业竞争力的因素有很多，但在诸多因素中仅有几个关键因素的组合，才能实现企业的整体高效运作和效能的发挥。本文试从内外部环境因素，基于企业价值链的角度对构成航空运输企业核心竞争力的要素进行分析。基于企业价值链的理论，结合航空运输企业的内外部环境特征，组成航空运输企业核心竞争力的要素主要包括：（一）人力资源尤其是人本资源的开发应用企业的发展是离不开人才的培养和开发。由于航空运输企业独有的行业特征和需求，对人才的需求主要集中在飞行、飞机维护、航务签派等领域，对这些领域人才的培养和吸收是航空运输企业正常运作所必不可少的重点环节，是航空运输企业安全生产和发展的基石。在迈克

7、尔波特的价值链体系理论中，这类人才属于辅助行为单元的专有人才。随着现代企业管理机制的引入和发展，航空运输企业开始将人才重点从辅助行为单元转为能够为企业运作和发展带来持续性收益的、企业价值链中处于主要行为单元的市场营销部门。（二）信息技术的开发和应用能力随着产业信息化的推广和发展，对航空运输企业信息化的要求是越来越高。信息技术的开发和应用已经成为航空运输企业进入市场的利刃。信息技术已经不单单局限于企业内部信息的交流和统计，它已经成为航空运输企业跨入国际航空运输联盟抢滩全球市场的重要载体。（三）机队规划和网络规模机队的规划和引进是航空运输企业最主要的投资，是成本预算中的主要考量因素。在一定程度上来

8、说，机型的引进和运行直接关系到航空运输企业的生存和发展，科学合理的机队规划更是航空运输企业进入市场竞争，扩大区域乃至全球市场的关键因素。机队规划不仅仅是某种机型的引进和投入，而是对公司的战略发展起着举足轻重的作用，机队规划成为航空运输企业成本战略和营销战略的关键环节，主要呈现以下几个方面的特征：1、市场价值的选择和定位决定机型的类型、影响公司营销战略的硬件支持；2、市场环境的多种变量因素的组合决定了机型的投入和运力安排；3、营销战略对于区域市场乃至全球市场的决策要求配套多种机型在分区市场的协调运行，公司营销战略的发展和制定对于机型的规划有完整的实施计划和方案；4、机队规划侧重于成本领先战略，在

9、航材供应、机队维护、人员培训等等方面更加突出其成本优势；5、规模化发展突显机队的引进和市场需求的密切关系，是硬件设施的最新引进与市场需求的密切结合并成为竞争优势的源泉；6、机型的更新、退租、退役应充分考虑市场经济环境因素的要求，不断更新机型成为一些实力航空运输企业竞争的一个法宝。（四）企业管理和资本运作能力；现代企业管理对企业的运作有科学的定义。组织结构的设计、人员的配置、流程设计和再造、过程的监控和反馈、领导职能的转化等等对于建立一个运作良好的企业至关重要。企业管理在制定政策和营销战略的同时，还应关注资本的运作能力。企业政策的改变对于上市公司的融资、投资均会带来一定影响。传统的资本运作方式是

10、航空运输企业如何不断扩大再生产能力，在固定资产的投资、升值和保值等方面做了一些公司后续发展的努力。（五）组织文化的传递和延伸能力；航空运输企业的组织文化是组织成员共同维护和共有的一种价值体系，是航空运输企业对市场营销、运行操作、组织管理等随时间而不断演变的价值观和认识观和业已形成的实践体系或模式。这种价值体系体现在通过提供正确的途径来约束组织成员的行为，组织成员也将通过自身行动来自觉维护这种价值体系，共同构建强势的组织文化氛围。随着航空运输市场的不断开放和竞争程度的加剧，航空运输市场的营销环境也由以前的计划性、单一性向市场化、多元化转变。营销环境的改变也促使不同的航空运输企业在营销手段上各据手

11、法和特点，但由于不同的航空公司具有不同的地理环境、历史渊源、人文特点和经济发展水平等因素，导致航空公司之间出现强势组织文化和弱势组织文化之别。（六）营销开发和创新能力迈克尔波特在其价值链学说中认为，市场营销和销售是主要行为活动中的一个重要环节，对于企业的现金流动和收益水平起着重要的作用。菲利普科特勒的市场营销管理观点认为，随着市场机制的引入和发展，作为与人力资源、生产、财务等部门具有相同职能地位的市场营销在企业内部也在发生转型，成为以客户为中心，以市场营销为龙头，整合人力资源、生产、财务等部门的职能，使企业的功能更加适合在市场经济环境下对企业职能的发挥和突出市场营销成为企业收益中心的功能。航空

12、运输市场的营销开发具有很强的行业特征，受到多种因素的影响。网络化营销和电四、中国输企业在构建核心竞争力方面存在的问题和难题中国的航空运输企业与西方发达国家的航空运输企业之间尚有很大差距，由于受到国情、经济发展程度、市场准入等等方面因素的限制或者说不同，在构建核心竞争力方面也有着自身的特色和特点。但是在构建核心竞争力方面我们依然存在一些问题。1、在建立现代企业制度的框架下，企业治理结构的缺陷依然约束着市场经济的发展，特别是产权不明晰、法人治理结构不健全、组织和管理不对称等。2、存在机队的引进与航线结构、市场运作和收益管理等等尚不匹配的现象，投资成本预算和市场收益预期相差过大；3、对于人才的梯队建

13、设、优化任用以及如何建立学习型组织方面存在着守旧的思想和观念，从组织内部对于知识的重要性重视程度不够；4、信息技术的引进、开发和创新不能够满足全球化市场竞争的需求；5、企业管理模式尚有待进一步提高，组织结构的建设和资源配置不能有效地带动企业走上收益财富中心的轨道，等等。五、战略营销主导核心竞争力的构建和发展在以客户为中心，市场经济为主导的竞争体系中，战略营销观念对企业的持续性发展将起到重大作用。战略营销是构建核心竞争力的一个重要指导方针，战略营销的规划和设计包含企业内部诸多因素的联合效应，即培育支持营销战略实施的组织文化、建立有效管理的组织结构、调整企业的科学转型、制定预算、开发和使用先进的信

14、息系统以及将员工报酬与组织绩效挂钩等方面。航空运输企业核心竞争力的构建和发展取决于企业对战略营销的认识程度和认识深度。战略营销的制定和规划是企业对不同时期自身如何发展、怎样发展以及如何在竞争的市场环境下获取和维持收益回报各关联方的一个系统工程。来源Stefan Vob, “Constituent elements of the airlines core competitiveness and value analysis”. Universit.tHamburg, 2008.Vol. 6.67-69.Constituent elements of the airlines core comp

15、etitiveness and value analysisStefan VobMarket competition in the market to promote the ongoing reconfiguration of resources, but also prompted by the re-adjustment between competitors, distribution and integration of internal resources to achieve in the market allocation of resources in a reasonabl

16、e share of possession and effective advantages. Air transport market competition in the positive effects brought about certain social, but also for the air transport business itself, the most serious challenge. The face of market competition, some companies began to adjust the air transport business

17、 strategy. For example, in flight applications, product promotion, the introduction of large models, develop new markets and so hard, to hope that through the adjustment of strategies to attract and stable source markets. In fact, these strategies adjustments or reallocation of resources around the

18、air transport business should have and have core competencies to carry out. How to maintain the sustainable development of air transport enterprises, in order to determine the dominant position of market competition? Build the core competitiveness of air transport enterprises in the production and m

19、anagement and operation of the management process is an important issue in the face. Core competence is more concerned about the long-term development, competition in the market apart from its competitors, in essence, become the driving force for market resources. 1.econcept of core competencies and

20、 characteristics Eriksson and scholar Martin Jasper Mickelsons study concluded that the core competitiveness of enterprise organization and social capital of a collection of organizational capital refers to the organization of the tasks entrusted to the coordination of assets, and Social capital ref

21、ers to the behavior of people as resources to gain access to that part of the value of social structure, which acts through the relationship between changes in production; organizational capital reflects the coordination and organization of technical aspects of production, social capital then show t

22、he importance of the social environment , the former can be reflected in the organizational structure, which can reflect the corporate culture. American marketing management expert Philip Kotler core competencies that have three characteristics, namely: (1) can bring substantial benefits to customer

23、s with competitive advantages in resources; (2) the market for a wide variety of range have potential applications for the width; (3) is difficult for competitors to imitate. In view of the above basis, for the air transport enterprises core competitiveness, I believe that air transport enterprises

24、core competitiveness should be based on the industry value chain based on a core of internal resources (technical capacity, organizational coordination , market adaptability, creativity, etc.) and distribution of the restructuring in order to maintain and enhance the sustainability of earnings as th

25、e target, coordination and cooperation with external resources to meet the interests of all related parties distribution of complete operating systems, and through the effective operation of the system own unique competitive advantage and expanding market access to stable income to achieve long-term

26、 development of air transport enterprise strategic objectives. Build the core competitiveness is a scientific, systematic and rigorous process is the need for companies to be highly strategic level support and implementation of scientific management, the related parties within the organization neede

27、d a high degree of coordination and cooperation of systems engineering. 2.ild the core competitiveness of the role in practice The development of air transport enterprise there are several competing channels, ranging from the size of airline competition in the market to build and establish a differe

28、nt path to development. From the business point of view, basically has the following characteristics. 1, the size of the company the dominant market, highlight the price advantage in the competition; 2, small company and strive to low-cost, differentiation, unique in the edge of the market; 3, the n

29、etwork scale, fleet simplification; 4, service differentiation and sales globalization; 5, the Union for the expansion of the brand and marketing an effective way; 6, management refined, thoughtful decision-making of; 7, the operation has not only limited to the capitals main business development, s

30、trategic level, began to focus more on industry, regional and even cross-border expansion, and so on. Air transport enterprises showed these characteristics, no single factor can be generated around the building core competencies in a variety of factors, due to a combination of different factors hav

31、e different business strategies and tactics, it also brings the different air transport enterprises different management performance and market position. Air transport companies are operating around the market, but not every air transport companies are able to effectively build and build brand with

32、its own core competitiveness. 3.ild the core competitiveness of the key elements of value analysis As mentioned above, the composition of the competitiveness of enterprises there are many factors, but only a few key factors in a combination of factors, in order to achieve the overall efficient opera

33、tion and performance of the play. This paper from internal and external environmental factors, based on the enterprise value chain perspective of air transport enterprises constitute the core elements of competitive analysis. Based on enterprise value chain theory, combined with air transport enterp

34、rises and external environment characteristics to form the core competitiveness of air transport elements include: (A) human resources, especially human resources development and application of this Enterprise development is inseparable from the cultivation and development. As the air transport indu

35、strys unique characteristics and business needs, the demand for talent mainly in flight, aircraft maintenance, flight operations dispatch and other areas, the cultivation of these areas and absorption is normal operation of air transport enterprises essential to focus links, the air transport busine

36、ss and the cornerstone of safety.chael Porters value chain theory, the behavior of these people are supporting the proprietary unit personnel. With the introduction of modern enterprise management mechanism and development of air transport companies began to focus on human behavior from the auxiliar

37、y unit to be able to bring business operations and development of sustainable income, the enterprise value chain in the main unit of behavior marketing department. (B) the development and application of information technology capabilities With the information technology industry, the promotion and d

38、evelopment of air transport enterprise information requirements are increasing. Development and application of information technology has become the air transport enterprises to enter the market, the cutting edge. Information technology is no longer confined to the internal exchange of information a

39、nd statistics, it has become an international air transport enterprises into the global air transport market Union, an important carrier landing. (C) the size of fleet and network planning Fleet planning and the introduction is the most important investment in air transport enterprises, the budget i

40、s a major cost considerations. A certain extent, the introduction and operation of aircraft is directly related to air transport enterprises survival and development, scientific and rational planning of the fleet is air transport enterprises to market competition, greater regional and global market,

41、 the key factor. Fleet planning is not just a model of introduction and investment, but the company plays an important role in strategic development, fleet planning as the cost of air transport business strategy and marketing strategy, a key link in the main show the following aspects features: 1, t

42、he market value of the choice and positioning of the type of decision models, affect the companys marketing strategy of hardware support; 2, the market environment, the combination of a variety of variable factors that determine the type of inputs and transportation arrangements; 3, the marketing st

43、rategy for the regional market and global market, supporting a variety of models of decision-making requires the coordinated operation in the district market, marketing strategy development and planning to develop a complete model for the implementation of plans and programs; 4, fleet planning to fo

44、cus on cost leadership strategy in the aviation material supply, fleet maintenance, personnel training, and so its cost advantage has become more prominent; 5, highlighting the development of large-scale fleet introduction and the close relationship between the market demand is the introduction of t

45、he latest hardware and market demand closely and become a source of competitive advantage; 6, model updates, surrender, retirement should take full account of environmental factors in the market economy requirements, constantly updated models as some of the strength of a competitive air transport ma

46、gic. (D) business management and capital operation; Modern business management of the business operation of a scientific definition. Organizational structure design, staffing, process design and reengineering, process monitoring and feedback, leading the transformation of functions, etc. for the est

47、ablishment of a well-functioning business-critical. Business management and marketing strategy in the development of policies should also be concerned about the operational capabilities of the capital. Business policy changes for the financing of listed companies, the investment will to some extent.

48、 The traditional mode of operation of the air transport capital to expand business further production capacity, investment in fixed assets, appreciation and preservation has done some follow-up development of the companys efforts. (E) the transfer of organizational culture and extension capabilities

49、; Air transport enterprises members of the organization culture is a common maintenance and shared value system, the air transport business marketing, operation, organization and management will evolve over time, values and understanding the concept and practice of the established system or mode. Th

50、is value system is reflected in the way by providing the right to restrict the behavior of members of the organization, members will be conscious through their own action to maintain this value system, work together to build a strong organization culture. With the air transport market continues to o

51、pen and competition intensifies, the air transport market, marketing environment from the previous plan, unity to the market, and diversification changes. Marketing also contributed to changes in the environment of air transport enterprises in different marketing techniques and features on the far,

52、but because different airlines have different geography, history, cultural characteristics and level of economic development and other factors, led to airlines appears strong organizational culture and organizational culture of the other weak. (F) marketing development and innovation Michael Porter

53、in his doctrine that the value chain, marketing and sales activities are the main act is an important part of the companys cash flow and income levels play an important role. Philip Kotlers marketing management point of view, with the introduction of market mechanisms and development, as with human

54、resources, production, finance and other departments have the same functions of the position of marketing within the company is also undergoing transformation to become a customer center, as the leading marketing, integrated human resources, production, finance and other departments of the functions

55、 of the enterprise in a market economy functions more suitable environment for the business functions of play and highlight the benefits of marketing a business center. Development of air transport market, the marketing industry has a strong characteristic is affected by many factors. Internet marke

56、ting and electronic Fourth, Chinas exports to build the core competitiveness of enterprises in the problems and challenges Chinas air transport business and the Western developed countries, air transport is still a big gap between enterprises, due to the conditions, level of economic development, ma

57、rket access constraints, etc., or different, the core competitiveness in the building also has own characteristics and features. However, the core competitiveness of our building there are still some problems. 1, in the framework of establishing a modern enterprise system, corporate governance struc

58、ture of the defects are still bound by the market economy, especially the uncertainty of property rights, corporate governance structure is not perfect, organization and management of asymmetry. 2, there is the introduction of fleet and route structure, market operation and revenue management, and so the phenomenon is not yet match the investment cost estimates and expected market ret