本文是美国留学生论文代写范文：航空公司的竞争优势Airline Competitive Advantage，主要内容是以航空业作为研究对象，分析市场营销在该行业的发展变化，以及相应的影响作用。
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在20世纪70年代和80年代初的动荡时期，由于严格的行业管制，市场营销在航空公司中是一项相对不重要的活动，而且该行业在全球范围内的卖方市场运作。特别是，受政府所有权和监管的保护，航空公司免受市场的严重竞争影响。在大多数情况下，行业呈现出寡头垄断的市场结构。例如，价格竞争是不存在的，促销力度有限，产品服务质量参差不齐，而且很少有通过“枢纽开发高效的分销系统。在一个由航空公司自己主宰的市场里，座右铭是如果你提供从一个目的地到另一个目的地的航班，人们会带他们去。大量事实证据表明，在机场拥有占流量份额的航空公司在包括该机场的航线上具有竞争优势。在这种方法中，消费者的需求和欲望，他们的期望没有任何意义。
近年来，全球航空业发生了一些变化，这对世界上大多数国家的经济发展产生了深远的影响。普斯泰法律政治、社会经济和技术的变化导致的方式向航空公司转型和他们做生意在国内以及国际的方式。在这一快速重组过程中，无论是国有航空公司还是私营航空公司都必须修改其营销和业务政策和战略。特别是，以消费者为导向的营销方式的出现是显而易见的。营销理念的精髓包括三个基本要素：顾客导向、整合营销努力和由此产生的公司盈利能力和顾客满意。在这个过程中，航空公司和他们的客户之间的连续关系成为口号和航空工业标准。
During turbulent 1970s and early part of 1980s,marketing was a comparatively unimportant activity among airline companies around the world due to stringent industry regulation and the industry was operating in a sellers'market conditions around the globe.In particular,protected by government ownership and regulation,airlines were safe from serious competitive effects of the marketplace.In most cases,the industry showed an oligopolistic market structure.For instance,price competition was nonexistent,promotional efforts were limited,product service quality was uneven,and little had been done to develop efficient distribution systems through"hub and spoke"networks Borenstein"1989".In a market which was dominated by airlines themselves the motto was if you offer flights from one destination to another,people will take them.There is substantial anecdotal evidence that an airline with a dominant share of the traffic at an airport has a competitive advantage on routes that include that airport.In this approach,consumer's needs and wants,their expectations did not have any meaning.
In recent years,there have been a number of changes in global airlines industry which have had profound effects on the development of this very volatile sector of the economy in most countries of the world.Pustay"1992"Demographic,legal-political,socio-economic and technological changes have led the way to transformation of the airline and the way they do business domestically as well as internationally.In this rapid re-structuring process,both national as well as private airlines had to modify their marketing and business policies and strategies.In particular,the emergence of consumer-oriented marketing approach was evident.The essence of the marketing concept incorporates three basic elements of customer-orientation,integrated marketing efforts and the resultant company profitability and customer satisfaction.In this process,continuous relationship between airlines and their customers has become the watchword and airline industry standard.
Definition of Competitive Advantage and Strategic Thinking
A competitive advantage is a medium or long-term factor that works in favour organisation or at least,a restricted number of airline industries.Competitive advantages in airline are usually facets which are costly and time consuming for others to develop so that the entry price is high.Typical competitive advantages are cost leadership,technological superiority and uniqueness.