航空运输企业核心竞争力各组成要素及其价值作用的分析研究

Market competition in the market continue to promote resource allocation at the same time, also make competitors through restructuring, allocation and integration of internal resources to the market resource allocation has reasonable share and effective advantage. Air transport of fierce competition in the market in a certain social positive effect at the same time, also to the air transport enterprises and puts forward the most serious challenge.
Face the competitive pressure of the market, a number of aviation transportation enterprises begin to adjust business strategy. For example, in the flight application, product promotion, the introduction of large models, develop new markets and other aspects, hoping that through the adjustment of strategy to attract and stabilize tourist market. In fact, these strategy adjustment or redistribution of resources around the aviation transportation enterprises should possess and the core competitive power to begin.
Competitiveness is aviation transportation enterprises in market competition for resources allocation of basic survival skills, and aviation transportation enterprises operating on the basis of ability. The competitiveness of a variety of factors, but not every kind of factors are able to become competitive advantage. Advantage competitiveness depends on the air transport enterprises in market competition the effectiveness and aviation transportation enterprises can in the competition from competitors and enables companies to enter benign development of multiple function embodiment. In a certain sense, competitiveness and competitive advantage is the relative market development and competition changes in specific period reflected a kind of advantage or ability, along with changes in external factors and internal factors of the interference, even if the competitive advantage will be the environment changes in only a kind of ability to survive, for aviation transportation enterprise's long-term strategic development, these abilities can only play a role in a short period of time, are not enough to maintain air transport enterprises sustainable development strategy. How to maintain the sustainable development of aviation transportation enterprises, in order to determine the dominant position in the market competition? Construction of core competitiveness is aviation transportation enterprises in production and operation management process to face an important task. Core competitiveness is more concerned about the long-term development of enterprises, competition in the market in essence different from competitors and the market resources of motive power.
One, the concept of core competence and character
Core competence is the enterprise organization capital and social capital of the collection, organization capital refers to the organization to assume the task of the coordination of the assets, and social capital refers to the resources available to people used to obtain the income that part of the value of social structure, it acts through the people of mutual relations between the change of organizational capital; " reflects the coordination and organization of production technology, social capital has shown the importance of social environment ", which can be embodied in the organizational structure, the latter can reflect enterprise culture.
For air transport enterprises core competitiveness, aviation transportation enterprises core competitiveness should be based on the value chain of the industry as the basis, is one of the internal core resource ( technical ability, organization coordinated ability, market ability of meeting an emergency and innovation etc) recombination and assigned to maintaining and enhancing continuous profits as the goal, to external resources coordination and with each associated party to meet the interest distributive complete operating system, and through the effective operation of the system to their own unique competitive advantage in stability and expansion of the market gains to achieve air transport for the long-term development strategy.
Two, to build the core competence in the action in practice
Air transport enterprise development in the presence of multiple sources of competition, the scale ranging from aviation company in the market competition to construct and establish different development way.
Air transport enterprise presents these features, not a single factor can be generated, around the construction of core competitiveness among many factors, due to different factors combined to produce a different management strategy and tactics, but also bring different air transport enterprises of different management efficiency and market positioning. Air transport enterprises around the market operation, but not every air transport enterprises to construct and build its own brand core competitiveness. Construction of core competitiveness and not accomplish at one stroke, it is related to the internal scientific, effective management, relationship to the enterprise culture correctly, is related to the external social environment on which it made the effect evaluation and so on many aspects. But the establishment of core competitiveness will no doubt make enterprise take the last scientific, healthy development track, in the operation of the market will take it leisurely and unoppressively, winning a thousand miles.
Three, to build the core competence of the key elements of the value analysis
As mentioned, there are a lot of factors consisting of the competitiveness of enterprises, but in a lot of factors only a few of the key factors in combination, can realize the enterprise 's overall efficiency and effectiveness. This article tries from the internal and external environmental factors, based on the enterprise value chain perspective of aviation transportation enterprises core competitiveness factor analysis.
The internal factors in the development and change of enterprises is the survival and competitive power. From Michael Potter's value chain theory we can see in the value chain of enterprise system, is divided into two parts the behavior, whereby the auxiliary and main behavior behavior. The auxiliary acts constitute a basic enterprise production operation, carry out the market activity security. Adjunctive behavior established mainly around can bring more benefit and social value of the main behavior of. That is to say, the enterprise supplementary behavior and main complement each other, can play the efficacy, adjunctive behavior is the basis, main behaviour is benefit. Only based on the auxiliary acts on the main behavior can enterprises survival value, but also to create more business value and social value.
Based on the enterprise value chain theory, combined with air transport enterprises external environment characteristics, composition of aviation transportation enterprises core competitiveness factors mainly include:
( a ) the human resources especially the development and application of human resources
Enterprise's development is inseparable from the cultivation and development of talents. As a result of air transport enterprises unique profession characteristic and the demand, the demand for talent is mainly concentrated in the flight, aircraft maintenance, flight dispatching and other fields, the field of personnel training and absorption of air transport is essential for the normal operation of enterprises is the key link, the aviation transportation enterprise safety in production and development of the cornerstone. On the value chain theory, this kind of talented person belongs to the auxiliary behavior unit talented persons. With the modern enterprise management mechanism and development, aviation transportation enterprises begins talent focus from adjunctive behavior unit turned to the operation and development of enterprises to bring lasting benefits, enterprise value chain in the main unit of the marketing department.
In the management of human resources, the human resources department of enterprise development is the baron. Human resources department functions have been infiltrated into the company's strategic planning and development, into the managemant decision of the enterprise, for the enterprise development training, screening, and selected a variety of talents, and the appropriate personnel transport into the right job.
In the talent screening and post deployment, have a scientific, strict management process, namely, establish and perfect the system of employee occupation career design. Talents have classes and functions of points, as the human resources department of the company as a designer, different materials used in different places. In the personnel division should have a key distinction, namely human resources, human resources and labor resources in. Different positions have different demand for talents, the most easy to let the human resources department to ignore is the resource development and application. Along with the development of aviation transportation enterprises market competition intensifies, the world different Airlines began to focus on the marketing department of human resources development, so as to realize the enterprise in the marketing strategic development goals and to create more value. Harntha airlines, British Airways, Singapore Airlines airlines and other well-known in the cultivation of talents is not only the recruitment of flight, aircraft repair and other fields have experienced talents, pay more attention to the marketing of human resources development, absorb and cultivate a group of professional, business and strong in high even the doctor, in the marketing strategy of the company of the development put forward many constructive solutions.
( two) information technology development and application ability
With the development and popularization of the information technology industry, the aviation transport enterprise informatization demand is more and more high. The development of information technology and application already became the air
transport enterprises to enter the market of china. Information technology has not only confined to the internal exchange of information and statistics, it has become the air transport enterprises to enter the International Air Transport Association beachhead global market important carrier.
Aviation industry the development of information technology trends and characteristics for:
1, broadly speaking, refers to the aviation transportation enterprises to use modern information technology, the establishment of a set of applicable to the enterprise infrastructure operation and network. The enterprise through the network and each subsidiary body and external organization for information exchange and communication, and according to the feedback information to take corresponding actions and measures. In this sense the aviation industry information technology, including the navigation system, dispatch release system, marketing system, human resources management system, financial accounting system and many more related to air transport enterprise operates the information network; in a narrow sense, refers to the air transport enterprises by using information technology, to establish a set of improve the marketing and operation of the network system. Through the network system to collect and transmit some of market behavior of enterprises related information, and the information analysis and processing, make the enterprise in the market operation of decision-making.
2, air transport enterprises in the development of the market potential, comprehensive application of aviation equipment, human resources and other aspects, the information technology and network dependence on more bonus. Information technology on air transport enterprises mature development plays an irreplaceable role, while the information network to enable the expansion of aviation transportation enterprises route layout from a limited area expansion and extension to another with a potential of the region, in the market development, operation and other aspects of route layout, cost, perfect information the network to air transport enterprises to provide an intuitive, efficient operation data. Through scientific analysis and assessment information often become aviation transportation enterprises dominate the market a main decision-making basis. United Airlines, Singapore Airlines and Lufthansa Airlines will become the main representative.
3, information technology development and application promotion of aviation transportation enterprises market resources to rational use. Air transport enterprise should be directed to the industry operating characteristics, human organizations market information network development, establishing a set of scientific, reasonable market information network system. The information network system should include the customer to airline information, airlines or between other organizations for cooperation between the operation of the project information, to track the effectiveness, assessment and calculation and internal resource sharing and other basic content. System should focus on the inter-regional development to become a network of air transport market.
In 4, along with the aviation market development, the integration of the global aviation market is growing, the major airlines to join to form some larger airline alliance. The
alliance between airlines to expand the regional market development and sales network, the development of information technology has become the key factor of the alliance benefit. The development and design of new information network platform, between airline alliance in information sharing, equipment sharing, shared, airline cooperation gambling public house long, effective use of the company's capacity, to avoid the operation activities into the waste caused by, thus saving the company's operating costs. Air transport association is the trend of globalization, it is the cornerstone of airline brand effect.
( three) fleet planning and network scale
Fleet planning and the introduction of aviation transportation enterprises the main investment, is the main consideration factor cost budget. To a certain extent, models and the introduction of operation is directly related to the survival and development of aviation transportation enterprises, scientific and reasonable fleet planning is aviation transportation enterprises to enter the market competition, expand the regional and global market key factors.
Fleet planning is not only one kind of introduction and investment, but the company 's strategic development play a decisive role, fleet planning become the cost of aviation transportation enterprises strategy and marketing strategy is the key link, mainly has the following several aspects of the characteristics of:
1, the market value and the choice of location decision model type, influence of marketing strategy company hardware support;
2, the market environment of multiple variables determine the type of input and transportation arrangement;
3, marketing strategy for the regional market and global market decision supporting a variety of models in the partition of market operation, the company marketing strategy development and formulation for models of planning a complete implementation plan and programme;
4, fleet planning focused on cost leadership strategy, in aviation material supply, fleet maintenance, personnel training and so on more prominent its cost advantage;
5, dimensions changes development highlight the fleet introduction and market demand closely, is the introduction of the latest hardware facilities and market demand closely and become the source of competitive advantage;
In 6, the updated models, rent, retired should fully consider the market economy environment requirements, continuously updated models become some strength of aviation transportation enterprises competitive a magic weapon.
Network planning and design involves a variety of factors, including the boat authority control, route geography environment decides to apply the models, and the competitor's competitive strategy, and strategy alliance network and so on many kinds of factors, route network planning to become air transport enterprise marketing strategy the important component, is the important resources of revenue management.
The route network structure design and adjustment should fully consider the marketing effectiveness. As the models of the growth and the expansion of the market, the route network structure began to show a variety of changes. From the linear
structure into an annular structure, from the sector structure into spoke structure, from its route structure into a shared route structure. Route network structure and air transport enterprise resource structure. Gauge model network structure has become the competitive advantage important link.
( four) enterprise management and capital operation capacity;
Modern enterprise management and operation of an enterprise to have scientific definition. Organizational structure design, personnel allocation, process design and re-engineering, process monitoring and feedback, the leadership function of transformation and so on to establish a well-functioning business critical.
Enterprise management in the formulation of policies and the marketing strategy at the same time, attention should also be paid to capital operation ability.
Enterprise policy change in the listing Corporation's financing, investment will bring certain influence. The traditional mode of operation of the capital is aviation transportation enterprises how to expanded reproduction ability, in fixed asset investment, appreciation and value has done a number of follow-up development efforts.
But with the rapid development of economy, the capital operation is also expanding. In addition to the main business to expand within the production investment at the same time, a number of aviation transportation enterprises is gradually expanding in the main business of the capital investment and operation, so that the air transport, tourism, catering, entertainment and other com., thereby reducing the cost of loss and bring the whole value chain benefit received a total of. With the aggravation of the market competition and the aviation business right restriction, by route control caused by capital market in the new field of flow and expansion. The competition of aviation enterprises, investment shares, holdings and so on, to a great extent broke through the air rights restrictions, the change of the regional air transportation market competition pattern.
Capital penetration has also been expanded to the Union transport enterprise cooperation, through equipment sharing, personnel sharing, network sharing, information sharing, resource sharing, to strengthen the alliance competition ability, in the worldwide scale ranging from capital operation body form. In a certain sense, an air transport enterprise capital operation ability reflects a business decision of enterprise and market income level, is the senior management of the major test.
( five) marketing development and innovation ability
Marketing and sales are the main activities of an important link, to the enterprise cash flow and return water。