易捷航空案例分析

摘要：通过对欧洲最大廉价航空公司两大代表瑞安航空（Ｒｙａｎａｉｒ）与易捷航空（ＥａｓｙＪｅｔ）各自营销策略的研究，阐释这两大廉价航空公司在欧洲航空领域快速发展并创造航空利润率传奇的过程，作为同属廉价航空的同行，它们在营销策略上有相同之处：低价格、好品牌、中短途航线等，但又有所区分、各具特色、独到之处。

分析瑞安航空易捷航空之间的同与异，从而探讨它们在同一行业领域里发展、竞争、推陈出新的营销策略中的相似与差别，指出它们成功的偶然与必然。

关键词：廉价航空瑞安航空易捷航空营销策略低价格好品牌中短途航线1概述美国西南航空公司创立至今已有四十余年，它开辟了航空领域的一种新的营运模式———廉价航空或低成本航空，被称为廉价航空的“鼻祖”，历经数十年经营业绩仍保持稳定的增长事态，创造了航空营运史上的一个神话。

当这股旋风席卷到欧洲大陆时，又如雨后春笋般的涌现出如瑞安航空、易捷航空、Ｆｌｙｂｅ航空、柏林航空等一批新廉价航空的后起之秀们并茁壮成长，其中尤以瑞安航空和易捷航空突出。

这两家分别起源于爱尔兰和英国，创建于１９８５年和１９９５年的廉价航空新秀，目前已成为欧洲最有名和最大的廉价航空之列。

在欧洲经济整体处于低迷不乐观的状态了，它们的经营业绩却不断攀升，屡创佳绩，利润保持持续增长态势，与欧洲航空业中的一些“大佬”的经营现状不佳甚至陷入举步维艰的困境形成鲜明的对比。

以瑞安航空为例，１９９０年的旅客的运载量约为１００万人次，２００１年增长为９００万人次，到了２００５年这个数字达到了３５００万次，年平均利润率超过２０％，而整个欧洲航空业的平均利润率仅为６％。

易捷航空的成立比瑞安航空晚了十年，但在欧洲低成本航空业中迅猛发展，跃居欧洲最大廉价航空之一。

作为“同门师兄弟”，瑞安和易捷的商业模式都归属廉价航空范畴，核心竞争为低成本，提供超值优惠的低价机票甚至免费机票，中短途航线覆盖欧洲大部分城市，航班次数多等共同的思路与理念，但它们并没有因此而面临生存危机，在数十年的经营中各自保持良好的发展状态和利润率的不断增长，不相上下。

加拿大西捷航空公司广告案例分析姓名：学号：班级：指导教师：目录一、广告产品简介 P2-P41、客户群定位2、产品定位3、价格定位二、市场环境 P4三、竞争对手的分析1、爱尔兰航空公司2、Easy Jet航空公司四、营销策略 P5五、SWOT分析广告产品简介西捷航空（WestJet）是加拿大第二大航空公司，是由莱夫•贝铎、马克•希尔、提姆•摩根、和唐纳德•比尔于1996年2月29日创建的，总部设在卡加里市，主营客运、货运和包机等业务，目的地共有51个，主要在北美洲及墨西哥。

西捷航空营运初时机队只由3架波音737-200组成，员工数量只有222人，航点为卡加里、爱民顿、基隆拿、温哥华和温尼伯，至1997年年客运量已达100万人次。

目前西捷航是一家拥有7000多名员工及12亿美元市场资本值的公司。

客户群作为北美最大的航空运营商之一，西捷公司每天在加拿大、美国和加勒比地区有约98架波音737执飞420多个航班。

加航假期作为旅游服务公司，为游客提供精选旅游项目，加航假期在美国、加勒比海地区、中南美洲、及亚洲的90余个目的地提供旅游度假套餐。

加航货运部向全世界150多个目的地提供航空货运网络服务。

产品定位以“爱”主题，更好的服务于旅客，关心员工，从而吸引一批忠实的消费者，解决航空业客源不稳的现象。

在某次的广告活动中，西捷航空临时成为圣诞老人的秘密基地，在短时间内准备圣诞礼物，并以最出其不意的方式送到乘客手中。

未在消费者心中预设结果，以最快速度采购圣诞礼物，精心包装每一个专属礼物，西捷航空打造了一个不折不扣的圣诞奇迹。

在羡慕和感叹的同时，这次活动也对如何进行节日营销提供了一些启示。

这个广告活动的思路和出发点其实十分简单，但如何真正触发消费者的情感共鸣就取决于每一个细节的打造。

西捷航空对那位圣诞老人的打造就足见用心，无论是外形装扮，还是语言神态，都最大限度接近人们心中的圣诞老人形象，又不失西捷的特色。

在收集到乘客的礼物心愿清单后，工作人员以最快速度买到最匹配的礼物，而且逐个进行包装，附上祝福卡片。

EasyJetIntroductionEasyJet is a British airline, operating under the low-cost carrier model, basedat London Luton Airport.[4]It operates domestic and international scheduled services on over 820 routes in more than 30 countries.[5][6]The organization is a public-traded company which is listed on the London Stock Exchange and is a constituent ofthe FTSE 100 Index.[7]EasyGroup Holdings Ltd is the largest shareholder with a 34.62% stake (as of July 2014).[8]It employs nearly 11,000 people, based throughout Europe but mainly in the UK. This report is going to discuss how the company operates and analyze how well its current business model works by using SWOT Analysis and Tows Matrix and then offers recommendations and conclusion.EasyJet Airline Company Limited is a low-cost Airline which advocates to not providing unnecessary service. On account of providing low prices and terse service was popular with British public. EasyJet would rather adapted direct sales than hiring agent to sell tickets. In airplane, the company does not providing meals and drinks directly. Customers also can buy an inflight meal and drink as they wish.EasyJet has 1,600 staff and their corporate culture is based on “Orangeness” (the corporate color): meaning they are “up for it”, “passionate”, “sharp”, “mad about safety”, and “low cost”. “Orange” is what makes their different.Its strategy and business model is based on six keys strengths that support their competitiveness, scalability and sustainable growthCommitment to safety and customer service;Simple fare structure- book early for low prices;Low costs；Strong Branding;Multi base network- dense point –to-point services, mainly between major European airport ;Strong corporate culture；EasyJet takes direct sales and does not through the agent to sell their tickets. It do not provide meals and drinks. The biggest difference between Easy Jet and other Airlines is that EasyJet has no ticketing agent and only accepts direct reservations.British airline company, EasyJet was established in 1995 by Stey Leos. The moststart-up operation of Eagle Airlines relied on two leased aircraft. The first destination is Glasgow, to 29 pounds to launch ultra-low-cost flights, advertising slogan is "London to Glasgow, cheaper than a pair of jeans!" This trick immediately in the business people and Fetus has been successful, complete flight Full house.EasyJet began earning money at the end of the second year.In 1997, Yi Jie carried out a bold business adventure; invested 500 million US dollars and Boeing signed a contract to buy a new aircraft.Initially, EasyJet fleet operated a single model Boeing 737.In 2004, EasyJet ordered 120 Airbus A319s, and EasyJet became the low-cost airline using Airbus A319 as the main model.In October 2007, EasyJet acquired British Airways’ GB Airways, a leading short-haul carrier in London Gatwick Airport. [1]Easy to enjoy the aviation pictureYi Jie aviation picture appreciation (4 photos)In 2010, Yi Jie air passenger volume reached 49 million, European low-cost airline ranked second.EasyJet offers airplanes throughout Europe. In addition, easyJet is connected to many hotels in many European countries and offers cheap accommodation reservations. EasyJet single model strategy only need to do a seat arrangement, just prepare a type of spare parts, maintenance more simple and efficient, can reduce costs. EasyJet Airways is a point-to-point direct flight, not a radial network; EasyJet chose Luton Airport instead of Gatwick Airport to make it easy to reduce each fixed cost. EasyJet has changed the traditional model in two ways. First canceled the ticket and canceled the boarding pass, saving in terms of ticket printing, production and mailing. After booking, the customer will receive a unique flight number via the network and will then receive a letter confirming booking details and booking number / password. In addition, EasyJet does not provide food and beverage services to save food costs, equipment costs, to ensure that the service needs additional staff costs and storage, transportation costs.The number of crew members in EasyJet is less than that of other large airlines because there is only one type of service. Second, compared to British Airways' standard uniforms, their uniforms are much more casual.StrategyEasy Land is located in London's fourth largest airport - Luton Airport, theappearance of eye-catching orange. The company encourages employees to dress casual, office environment is very open, the entire operation as much as possible to take paperless transmission information system, low-cost strategy throughout the idea. Because of the bad impression of the original customers on cheap flights, EasyJet has taken an unattractive psychological strategy for customers: "Our cost is low and cheap, and that's what we expect, The new aircraft on board with pleasant employees have gone beyond the expectations of many customers, rather than the old, crowded planes operated by "low" operators.EasyJet quickly became the world's largest online ticketing airline, and became the "Internet's favorite airline." EasyJet does not reserve seats for the customer, according to the local airport system through the boarding card and re-use of hard plastic number plate to arrange seats. The customer only needs to select the remaining seats according to the boarding number. Initially, the registration service was carried out by an external ground service person. Later, in large airports such as Luton, EasyJet has its own registration service. But other ground services, such as baggage delivery, are still delivered to the outside.EasyJet offers Speedy Boarding and offers Speedy Boarding Plus service. Speedy Boarding Plus gives passengers more choice to customize their journeys according to their needs, such as online check-in, free advance check-in, pay-off name, date, time or destination, to business lounge. Online reservations can be made during the regular flight booking and will be marked in the confirmation email.EasyJet all routes are independent, there are no interconnected flights and control the cost of all flights. The aircraft must be maximized for use in order to recover its fixed investment. EasyJet will consider each flight separately, unlike other airlines, most of the airline's revenue management system is considering the relevant flights and the associated route system.Yi Jie aviation revenue management and other airlines the biggest difference is that easy and not on the customer by market characteristics of classification. Most of the airlines are classified in different areas, from the first widely recognized three types: first class, business class, economy class, to business customers, non-business customers, important business customers.。

环境
1.什么是环境——指对组织绩效起潜在影响的机构或力量 2.环境的类型——具体环境和一般环境 （1）具体(特定）环境Specific environment
——指与实现组织目标直接相关的那一部分环境 a.顾客——组织是为满足顾客需要而存在的，顾客是吸收组织 产出的主体
b.竞争者——指同一行业或服务性质相似的其它机构，它们与 组织本身所针对的都是同一类顾客
C.经济环境 经济环境是组织所在国家或地区的总体经济 状况，是影响组织活动尤为重要的因素之一。 尤其是国民收入、利率、通货膨胀率等关键 经济指标的变化，确定了组织的外部共赢条 件，改变组织的资源利用程度。尤其是组织 活动的全球化趋势使得经济环境异常复杂， 增加了组织管理的难度。
D.技术环境 技术是指管理者在涉及、制造和分销产
c.政府——政府对组织的影响是透过法律条例或指引，规限组 织的活动范围
d.压力集团——特殊利益集团在试图组织的行为 e.供应商——提供原料、资源
（2）一般环境 General environment(也称外部宏 观环境)
——指对某一特定社会的所有组织产生 影响的环境
A.政治法律环境
政治法律环境泛指一个国家的社会制度，政府的方 针、路线、纲领和政策，以及国家制订的法律、法 规等。不同国家的历史传统不同，社会制度不同， 因此对组织活动也有着不同的限制和要求。组织管 理者必需明确组织的活动范围，了解环境变化可能 给组织带来的机会和威胁，以便使组织活动符合社 会利益，并受到保护和支持
但是，即使在这凄惨的年代，于1981年成立的国民捷运 航空公司，却在短短几年内迅速成长起来，而且蓬勃发展， 直至1984年就有能力收购边疆航空公司而成为美国第五大 航空公司。
对于该公司经营成功的直接原因，按总经理马丁的说 法，是由于该公司能保持低成本，这一方面由于它选 用低成本的飞机和低收费的机场，另一方面提高员工 的积极性和飞机的生产率，而后者之所以成功，在于 采用了该公司创办人兼董事长伯尔所倡导的管理风格： 既严格督导，又富有人情味，使整个公司充满一种同 舟共济的大家庭气氛。该公司充满有干劲的年轻人， 他们的薪资很低，例如驾驶员第一年的薪资仅4万美 元，比其他航空公司的资深售票员还低。公司员工不 参加工会，他们经常依工作需要而交叉变换工作，飞 机驾驶员有时兼收票员，售票员有时去搬运行李，甚 至高阶层主管从董事长伯尔开始，也要到各个岗位去 学习业务，有时还得负责调度员与行李放置员的工作； 公司不雇用任何秘书，通常也不解雇员工，铁饭碗几 乎成了不成文的政策。