Essay范文-新加坡航空公司成功的因素。本文是一篇留学生essay写作范文，主要内容是讲述新加坡航空公司已经被每个人所熟知，它依靠卓越的服务和突出客户关怀发展业务。新加坡航空公司在新加坡樟宜国际机场运营枢纽机场，在东南亚、东亚、南亚和“袋鼠航线”拥有重要市场。该公司还运营跨太平洋航线，包括从新加坡到纽约、从新加坡到洛杉矶的两个世界上最长的直飞商业航班，这两个航班都使用空客。这家公司是第一家使用“巨无霸”空客A380飞机为客户提供服务的公司。新航已扩展到航空相关业务，如飞机装卸和工程。这家公司的报告可以清楚地表明，新加坡航空有限公司排名世界第一，是亚洲第八大航空公司，国际乘客数量排名世界第六。下面就一起来看一下这篇关于研究新加坡航空公司成功因素的essay范文。
Introduction 引言
Singapore Airlines (SIA) has been known by every people, it depends on the excellent services and highlight customers care developing the business. Singapore Airlines operates a hub airport at Singapore Changi International Airport, it owns significant market in Southeast Asia, East Asia, South Asia, and “Kangaroo route”. The company also operates trans-Pacific routes, including two of the world’s longest non-stop commercial flights from Singapore to New York, Singapore to Los Angeles, which are used Airbus. This company is the first to use the “Big Mac” Airbus A380 aircraft, which to service the customers. SIA has been extended to aviation-related businesses, such as aircraft handling and engineering. The report of this company could clearly show that Singapore Airlines Limited ranked highest in the world, is the eighth largest airline in Asia, and the number of international passengers ranked the world’s sixth largest airline.
Singapore Airlines has been evaluated as one of the most comfortable and safest airline, it is known as the safest airline company with the youngest aircraft group, and the average age of the aircraft is 6.6 years. Singapore Airlines has the feature which design to solve meals aircraft and quality issues advisory group of airlines in the world of airlines. Singapore Airlines International Culinary Panel was founded in 1998, whose members are well-known chefs around the world, to design rich SIA passengers world-class airline meals. In addition, Singapore Airlines First and Business Class passengers enjoy the “Book the Cook” service in the 24 hours prior to departure. Customers could choose the favored food in the 20 kinds of food, which could satisfy the customers who have personal taste.
新加坡航空公司被评为最舒适、最安全的航空公司之一，被誉为最安全、拥有最年轻机队的航空公司，飞机的平均机龄为6.6年。新加坡航空公司具有设计解决餐食飞机和质量问题的功能，是世界航空公司的咨询小组。新加坡航空国际烹饪小组成立于1998年，其成员均为世界各地的知名厨师，旨在为新航乘客设计丰富的世界级航空餐点。此外，新加坡航空公司头等舱和商务舱乘客在出发前24小时内享受“预订厨师”服务。顾客可以在20种食物中选择自己喜欢的食物，满足有个人品味的顾客。
In this essay, I will discuss which factors could lead to the success of Singapore Airlines. The aspect of internal and external elements is my important direct in the analysis of Singapore Airlines. This is proposal, which is the part of this project. In this proposal, it include the literature review, objective, methodology. In the literature review, it will show some important quoted ideas, and these ideas could be better to support why the company could successful. The objective will illustrate the aim of this project, and some questions which I will list. The methodology could show the way, which is to show my process of collecting information, it include the primary data, secondary data and others.
在这篇文章中，我将讨论哪些因素可以导致新加坡航空公司的成功。内部因素和外部因素方面是我对新加坡航空公司的重要直接分析。这是建议书，是本项目的一部分。在本建议中，包括文献综述、目的论、方法论。在文献综述中，它将展示一些重要的引用思想，这些思想可以更好地支持公司为什么能够成功。目标将说明这个项目的目的，以及我将列出的一些问题。该方法可以显示方法，即显示我收集信息的过程，包括主要数据、次要数据和其他数据。
Literature review 文献综述
Spend management 支出管理
Heracleous, L and Wirtz, J (2010) said that Singapore airlines has its special and effective rules which is the 4-3-3 rule of spending. This rule means this company has 40% on training, 30% on revising processes and procedures, and 30% on creating new products and services every year. This could be better to prove that this company have a great spend management, the spend manager could accurately calculate which way could make this company have a better performance. Pandit, Kand Marmanis, H (2008) said that Spend Management is a business function in which businesses gain visibility, establish controls – consisting of system controls and organisation policies, in order to manage their business spend.
Heracleous，L和Wirtz，J表示，新加坡航空公司有其特殊而有效的规则，即4-3-3支出规则。这条规则意味着该公司每年有40%的资金用于培训，30%用于修订流程和程序，30%用于创建新产品和服务。这可以更好地证明这家公司有很好的支出管理，支出经理可以准确地计算出哪种方式可以让这家公司取得更好的业绩。Pandit，Kand Marmanis，H表示，支出管理是一项业务职能，企业在其中获得可见性，建立控制——包括系统控制和组织政策，以管理其业务支出。
Pandit, Kirit; Marmanis, H. (2008),Spend Analysis: The Window into Strategic Sourcing,J. Ross Publishing,ISBN1-932159-93-2
High standard 高标准
Heracleous, L and Wirtz, J (2010) also said that SIA’S service processes, like those of most other airlines, are highly standardized. High standard is another factors which could push this company to be success. Heracleous, L, Wirtz, J and Johnston, R (2004) said that SIA does not aim to be a lot better but just a bit better in every one of them than its competitors. A bit better than competitors could prove the high standard in this company.
Heracleous，L和Wirtz，J还表示，与大多数其他航空公司一样，新航的服务流程是高度标准化的。高标准是推动这家公司成功的另一个因素。Heracleous，L，Wirtz，J和Johnston，R表示，新航的目标并不是要做得更好，只是在每一方面都比竞争对手好一点。比竞争对手好一点就能证明这家公司的高标准。
Customer care and Innovation 客户关怀与创新
Hercleous, L and Wirtz, J (2004) said that the central to high-volume service operation could leads to predictability, safety, and lower costs in the company. It also leads to customer satisfaction. In addition, SIA is a pragmatic innovator, quickly stopping the use of technologies that customers don’t like. This could prove that this company have the innovation and customers care. Chong mark (2007) said that the service has won a great awareness in the world, and its service has some capabilities which are innovation offerings and modern fleet. He also said that Singapore airlines focuses on the in-flight experience, which is the personal service and service-related comforts.
Hercleous，L和Wirtz，J表示，从中心到大容量的服务运营可以为公司带来可预测性、安全性和更低的成本。它还可以提高客户满意度。此外，新航是一个务实的创新者，能够迅速停止使用客户不喜欢的技术。这可以证明这家公司具有创新精神和客户关怀。Chong mark表示，该服务在世界上赢得了很大的知名度，其服务具有一些能力，即创新产品和现代车队。他还说，新加坡航空公司注重机上体验，即个人服务和与服务相关的舒适。
The brand awareness 品牌知名度
Chong mark (2007) said that Singapore Airlines (SIA) is a globally renowned brand and one of the most proï¬t table airlines in the world. Hoyer and Brown (1990) said thatthe process of consumers’ choice will be dominated by the brand awareness. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. So Singapore airlines has a good brand awareness, which could lead to highlight business of more passengers. From the report of DATAMONITOR (2011), Singapore airlines also has strong brand image, and it is the “world’s most admired airline” and ranked the 27th on the Fortune World’s Most Admired Companies rankings in 2010. It has a strong brand and is a leader in the aviation industry, in terms of innovation, safety and service excellence.
Chong mark表示，新加坡航空公司是一个全球知名品牌，也是世界上最具竞争力的航空公司之一。Hoyer和Brown认为，消费者的选择过程将由品牌意识主导。与有品牌意识的受试者相比，没有品牌意识的被试者更倾向于抽样更多的品牌，并在最终选择中选择高质量的品牌。因此，新加坡航空公司拥有良好的品牌知名度，这可能会突出更多乘客的业务。从DATAMONITOR的报告来看，新加坡航空公司也拥有强大的品牌形象，是“世界上最受尊敬的航空公司”，在2010年《财富》世界最受尊敬公司排行榜上排名第27位。它拥有强大的品牌，在创新、安全和卓越服务方面是航空业的领导者。
Wayne D. Hoyer and Steven P. Brown
Journal of Consumer Research Vol. 17, No. 2 (Sep., 1990), pp. 141-148
The internal and external target of Singapore airlines 新加坡航空公司的内部和外部目标
Chong (2007) said that the employee communication program of Singapore airlines is based on the mission and value of corporate. The mission is ‘be a global company dedicated to providing air transportation services of the highest quality and to maximizing returns for the beneï¬t of its shareholders and employees’, the value of company is to be the excellence, safety and customer care, which focus on the customers. For the employees, the value is integrity and teamwork. Therefore, Singapore airlines is not only to emphasis on the customers, but also to focus on the environment of internal development. Heracleous, Wirtz and Johnston (2004) said that the culture of Singapore airlines encourages the innovation of functions, such as in-flight services, ground services and loyalty marketing. It also develop a lot of subsystems, which is not only the customer service system, and the system of staff, such as the reward system. This company also focuses on the employees, managers and staff are well aware of the profit and cost-effective.
Chong说，新加坡航空公司的员工沟通计划是基于企业的使命和价值。我们的使命是“成为一家致力于提供最高质量航空运输服务并为股东和员工的利益实现回报最大化的全球性公司”，公司的价值是以客户为中心的卓越、安全和客户关怀。对员工来说，价值观是正直和团队合作。因此，新加坡航空公司不仅要重视客户，还要注重内部环境的发展。Heracleous、Wirtz和Johnston表示，新加坡航空公司的文化鼓励功能创新，如机上服务、地面服务和忠诚度营销。它还开发了许多子系统，这不仅是客户服务系统，还有员工系统，如奖励系统。这家公司还注重员工、管理者和员工都深知利润和成本效益。
The strategy of Singapore airlines 新加坡航空公司的战略
Cendroski, Scott (2010) said that the key to Singapore Air’s success: ignoring the crowd. In the downturn, while its competitors focused on cutting prices, it slashed flights. DATAMONITOR (2011) illustrate Singapore Airlines has a diversified geographical spread. The group provides services such as passenger transportation, logistics, and maintenance, repair, and overhaul (MRO) services. The group operates across various regions such as East Asia, Europe, South West Pacific, West Asia, Africa, and the Americas. In addition, this company has young aircraft fleet, the airline operations of the group include passenger and cargo air transportation. It holds the youngest fleet of aircraft. The passenger fleet operated by Singapore Airlines comprised 108 aircraft, with an average age of six years and three months. This company have a clearly strategy, which could achieve the maximum profit in the airline industry.
Cendroski，Scott说，新加坡航空成功的关键在于：忽视人群。在经济低迷时期，当其竞争对手专注于降价时，它削减了航班。DATAMONITOR说明新加坡航空公司拥有多元化的地理分布。该集团提供客运、物流以及维护、维修和大修服务。该集团在东亚、欧洲、西南太平洋、西亚、非洲和美洲等多个地区开展业务。此外，该公司拥有年轻的机队，集团的航空业务包括客运和货运航空运输。它拥有最年轻的机队。新加坡航空公司运营的客运机队包括108架飞机，平均机龄为6年零3个月。这家公司有一个明确的战略，可以实现航空业的最大利润。
Research questions and objectives 研究问题和目标
The reason why the Singapore airlines could attract many people will be analysed in this essay. And this company have a successful business in the airline industry. Moreover, the characteristic of Singapore airlines will list in this project. The customers care, the innovation of internal company, some differentiation of this company and the suitability of environment will also be researched. In addition, which resources of Singapore airlines could push this company to have a great business, which factor is important and could keep this company having competitive advantage? Which competitive advantage could develop the sustainable competitive advantage? Which factor could make this company maintain a great profit?
本文将分析新加坡航空公司能够吸引许多人的原因。这家公司在航空业有着成功的业务。此外，新加坡航空公司的特点也将列入该项目。还将研究客户关怀、公司内部的创新、公司的一些差异化以及环境的适宜性。此外，新加坡航空公司的哪些资源可以推动这家公司发展壮大，哪些因素很重要，可以保持这家公司的竞争优势？哪种竞争优势可以发展可持续的竞争优势？哪一个因素可以使这家公司保持巨大的利润？
The aim of this essay is to illustrate the elements which could lead to the success of Singapore airlines. It mainly describes the internal and external environment of company which push this company for achieving the success. Analysing the marketing, customers care and innovation is the significant part in this project. It will use the PEST and SMART methods to report this company. Moreover, using the critical mind to finish this article is the important step. Using the SWPT to analysis the external and internal environment of this company is an efficient way for elaborating the success. In the Singapore airlines, the rules of this company, the services, the culture of this company, the communication, customers care and the airplane are all the indispensable roles in the process of success. This essay is focus on these elements for being better to illustrate and analyze the success of Singapore airlines.
本文旨在说明新加坡航空公司取得成功的因素。主要描述了推动公司走向成功的内外部环境。分析市场营销、客户关怀和创新是本项目的重要组成部分。它将使用PEST和SMART方法来报告这家公司。此外，运用批判性思维来完成这篇文章是重要的一步。运用SWPT对公司内外部环境进行分析是阐述公司成功的有效途径。在新加坡航空公司，这家公司的规则、服务、公司的文化、沟通、客户关怀和飞机都是成功过程中不可或缺的角色。为了更好地说明和分析新加坡航空公司的成功，本文将重点关注这些要素。
Methodology 方法论
The primary data and secondary data 主数据和辅助数据
Generally, observation, interviews and questionnaires are three main primary data collection methods (Sekaran, 2000).This essay has used the type of questionnaire by the way of interview. Moreover, it aims to different groups, which are mainly students, workers and some foreigners. These questionnaires have 100 parts which has distributed at the weekend in the campus and airport of Bristol. As the result, the number of students is the biggest, and the most of these students are come from other countries, which could conveniently collect the data. This is the primary data.
一般来说，观察、访谈和问卷调查是三种主要的主要数据收集方法。本文采用了访谈的方式进行问卷调查。此外，它针对不同的群体，主要是学生、工人和一些外国人。这些问卷共有100个部分，于周末在布里斯托尔的校园和机场分发。因此，学生人数最多，其中大多数来自其他国家，可以方便地收集数据。这是主要数据。
In aspect of the secondary data, the information has been searched in the library of UWE, the resources mainly come from the searching system of on-line library in the UWE, and collecting relevant data is the important part in the process. Edit and summary is the last step. And there is another resources which are come from the Singapore annual report, the website of Singapore airlines and others relevant of this company academic websites.
在二次数据方面，信息已经在UWE的图书馆中进行了搜索，资源主要来自UWE的在线图书馆搜索系统，收集相关数据是这一过程的重要组成部分。编辑和总结是最后一步。另外还有来自新加坡年报、新加坡航空公司网站和该公司其他相关学术网站的资源。
The survey has covered about 10 days, collection of information is essential, then editing the information and making questionnaire is my next step, the information about high street was collected through the Internet, and think about which information should be used in questionnaires.
调查已经进行了大约10天，收集信息是必不可少的，然后编辑信息并制作问卷是我的下一步，关于商业街的信息是通过互联网收集的，并思考问卷中应该使用哪些信息。
The quantitative and qualitative 定量和定性
Quantitative research involves the collection of information that can be expressed using a numerical measure (Brassington and Pettitt, 2003). Qualitative research, on the other hand, usually involves the collection of non-numerical data that in open to interpretation, such as customer’s opinions, where there is no intention of establishing statistical validity (Brassington and Pettitt, 2003).
定量研究涉及收集可以使用数值测量表达的信息。另一方面，定性研究通常涉及收集可供解释的非数字数据，如客户的意见，而无意建立统计有效性。
These questionnaires have used the method of qualitative and quantitative. The type of opened and closed also use in the questions. Qualitative research occupied 60 percent of the questionnaire. It show the percentage of option. The advantage of quantitative is that collect conveniently relevant information, these information could directly show which one is popular in the mind of people. Quantitative research has been used in the opened questions. Qualitative aims to gather an in-depth understanding of human behaviour, this way could match the opened questions, people can freely illustrate the detail of their views.
这些问卷采用了定性和定量相结合的方法。打开和关闭的类型也在问题中使用。定性研究占调查问卷的60%。它显示了选项的百分比。定量的优点是可以方便地收集相关信息，这些信息可以直接显示哪一个在人们心中流行。定量研究已用于开放式问题。定性的目的是收集对人类行为的深入理解，这种方式可以匹配开放的问题，人们可以自由地阐述他们的观点的细节。
The questionnaires is my important stage which to collect the advice of passengers as my primary data. Distinguishing the quantitative research and qualitative research is important thing. Moreover, this essay will use PLEST structure to analysis.
问卷调查是我收集乘客建议的重要阶段，是我的主要数据。区分定量研究和定性研究是重要的。此外，本文将使用PLEST结构进行分析。
Conclusion 结论
Through above of illustration of proposal, it could clearly show the direction of this project. Frome the literature review, it elaborates that Singapore airlines has more competitive advantages than other competitors, some resources could prove the differentiation of this company. The research questions and objectives could show detail of project which I will analyse it in the future. It also could illustrate the direction of this project. The methodology could describe the researching process of this project, and the sources of data. It also could demonstrate how can collect the data. It also could show which way of collection will be used in the process of collecting data.
References 参考文献
Pandit K; Marmanis H. (2008),Spend Analysis: The Window into Strategic Sourcing,J. Ross Publishing
Wayne D. and Steven P. (1990) Brown Journal of Consumer Research. 17(2), pp. 141-148.
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Heracleous, L. and Wirtz, J. (2010) Singapore Airlines’ Balancing Ac.Harvard Business Review. 88 (7/8), pp. 145-149.
Chong, M. (2007) The Role of Internal Communication and Training in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines’ Experience.Corporate Reputation Review. 10 (3), pp. 201-212.
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Wirtz, J. and Johnston, R. (2003) Singapore Airlines: what it takes to sustain service excellence – a senior management perspective.Managing Service Quality. 13 (1), pp. 10-19.
通过以上essay的方案说明，可以清楚地表明该项目的发展方向。通过文献综述，阐述了新加坡航空公司比其他竞争对手具有更多的竞争优势，一些资源可以证明该公司的差异化。研究问题和目标可以显示项目的细节，Essay作者将在未来对其进行分析。它也可以说明这个项目的方向。该方法可以描述该项目的研究过程和数据来源。它还可以演示如何收集数据。它还可以显示在收集数据的过程中将使用哪种收集方式。本站提供各国各专业留学生essay代写或essay写作指导服务，如有需要可咨询本平台。