MBA essay范文：Southwest Airlines Mission Statement

MBA essay范文-西南航空公司企业宗旨。本文是一篇留学生MBA专业essay写作范文，主要内容是讲述针对西南航空公司企业宗旨的研究分析。

我们致力于为员工提供一个稳定的工作环境，为他们提供平等的学习和个人成长机会。鼓励创造力和创新，以提高西南航空公司的效率。最重要的是，员工在组织内将得到与每个西南客户在外部分享的同样的关心、尊重和关爱态度。

他们的使命很好，因为它旨在激励和鼓励员工，并确保客户感到舒适和受到良好照顾。它还显示了对一些利益相关者的关注：员工和客户。

下面就一起来看一下这篇MBA essay范文的具体内容。

We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.

Their mission is a good one as it aims at motivating and encouraging employees and also ensures that customers are comfortable and well taken care of. It also shows concern for some stakeholders: employees and customers.

Southwest Airlines Vision statement 西南航空愿景陈述

Our vision is to expand our locations both domestic and overseas by being the largest and most profitable airline company to achieve both short and long-haul carriers efficiently and with low cost. Also to be an airline carrier that has the most productive workforce to guarantee the best flight possible for each and every passenger.

我们的愿景是通过成为最大、利润最高的航空公司来扩大我们在国内外的业务范围，以高效、低成本实现短途和长途航空。同时，要成为一家拥有最高效员工的航空公司，以确保每位乘客都能获得尽可能好的航班。

The vision statement for southwest airlines can be considered to be a good one in that, it is also realistic since the targets it has set to achieve are realistic and are therefore not too far-fetched. It’s also believable in that it doesn’t try to compare itself to other already established and successful airlines. It further includes its customers, and employees, who are part of the stakeholders, in the statement.

西南航空公司的愿景声明可以被认为是一个很好的愿景声明，因为它设定的目标是现实的，因此不太牵强。这也是可信的，因为它没有试图将自己与其他已经建立并成功的航空公司进行比较。声明中还包括其客户和员工，他们是利益相关者的一部分。

Statement of goals/objectives and beliefs of Southwest airlines:西南航空公司的目标/目的和信念声明

To increase locally through elevating customers’ satisfaction.通过提升客户满意度在当地增加。

Improve the effectiveness of Southwest Airlines through creativity and innovation.通过创造力和创新提高西南航空公司的效率。

Goals & Objectives:目标和目的：

Goals and objectives of Southwest airline into two sections (financial & strategic), as each one of them employs a different path in determining the company’s main goals and objectives.

西南航空公司的目标分为两个部分（财务和战略），因为每个部分在确定公司的主要目标时都采用了不同的路径。

Financial objectives:财务目标

1. Lower Costs.降低成本

2. Increase profitability for the airlines.提高航空公司的盈利能力。

Strategic objectives:战略目标

1. Improve corporate performance through applying business intelligence.通过应用商业智能来提高企业绩效。

2. To grow into an internationally recognized organization.成长为国际公认的组织。

Southwest airlines have a logical and workable statement of goals. They know they are competing on international grounds and that is an achievable goal considering they are considered to be the largest airline carrier in the world.

西南航空公司有一个合理可行的目标声明。他们知道自己在国际上竞争，考虑到他们被认为是世界上最大的航空公司，这是一个可以实现的目标。

Five criteria that are crucial to devising a good mission statement are;对制定一份好的任务说明至关重要的五个标准是：

A good mission statement should have real grit and a real meaning. This basically means that a mission should not just be words put together for the sake of show. A mission statement should be realistic, it shouldn’t sound forced it should be easily believable to the customers, employees and the general public. For a mission statement to be considered as good, it should be realistic, it shouldn’t contain lies or false statements, everything it contains should be true.

一个好的企业宗旨应该有真正的勇气和意义。这基本上意味着一个任务不应该仅仅是为了展示而拼凑起来的文字。企业宗旨应该是现实的，听起来不应该是强制性的，应该容易让客户、员工和公众相信。为了让一份企业宗旨被认为是好的，它应该是现实的，不应该包含谎言或虚假陈述，它所包含的一切都应该是真实的。

It should be backed up by company values which dictate how employees should behave, in order to achieve the mission. This implies that the values must be devised before the organization comes up with a mission statement. Values are core to the mission statement since these are the ways in which employees should behave within the organization.

它应该得到公司价值观的支持，这些价值观决定了员工应该如何行事，以实现使命。这意味着，在组织提出企业宗旨之前，必须制定价值观。价值观是企业宗旨的核心，因为这些是员工在组织内的行为方式。

For a mission statement to be considered to be good, it should incorporate the opinions and feelings of customers about the organization and its products and services. Customers make the organization; in fact, the main reason a mission statement is devised in the first place is for the customers. Feedback from customers to satisfy customers, which is the best way to find out what they want from the organization.

为了使企业宗旨被认为是好的，它应该包含客户对组织及其产品和服务的意见和感受。客户构成组织；事实上，制定企业宗旨的主要原因首先是为了客户。从客户那里得到反馈以满足客户，这是了解他们想要从组织中得到什么的最佳方式。

A good mission statement should be able to compel action from customers, since they have a meaning. An emotional angle would be a good way to compel action from the customers towards the organization. It should also be able to compel employees to work harder and improve the organization

一个好的企业宗旨应该能够迫使客户采取行动，因为它们有意义。情感角度是迫使客户对组织采取行动的好方法。它还应该能够迫使员工更加努力地工作并改善组织

A good mission statement incorporates the products and services a company offers in brevity. I believe that a mission statement should be direct, it shouldn’t go around in circles, and the organizations, products and services should be inclusive in the mission statement.

一份好的企业宗旨简明扼要地包含了一家公司提供的产品和服务。我认为，企业宗旨应该是直接的，不应该兜圈子，组织、产品和服务应该包含在企业宗旨中。

Five criteria that are considered when devising a good vision statement 设计良好愿景声明时要考虑的五个标准

Learn everything you can about the organization so as to come up with a good vision statement. There is no substitute for a thorough understanding of the organization as a foundation for your vision. First and foremost, one should strive to understand the organization completely so as to know what has and hasn’t been done and also what can be done what is allowed is also important to know.

尽你所能了解组织的一切，以便提出一个好的愿景声明。没有什么可以替代对组织的全面了解，将其作为您愿景的基础。首先也是最重要的一点，一个人应该努力完全理解组织，这样才能知道什么已经做了，什么还没有做，以及可以做什么，允许做什么也很重要。

It would make a good vision statement if key people within and outside the organization were involved when coming up with a vision statement. There are people who have an interest in the organization though they aren’t really part of it. If you’re going to get others to buy into your vision, if it’s going to be a wholly shared vision, involvement of at least the key people in the organization is essential. Those from outside the organization can come up with new ideas those in the organization hadn’t thought of. As the saying goes, ‘two heads are better than one’, therefore it’s advisable to incorporate others.

如果组织内外的关键人员参与制定愿景声明，这将是一个很好的愿景声明。有些人对组织感兴趣，尽管他们并不是组织的一部分。如果你想让其他人接受你的愿景，如果这是一个完全共享的愿景，至少组织中的关键人员的参与是至关重要的。那些来自组织外部的人可以提出组织内部没有想到的新想法。俗话说，“两个脑袋胜过一个脑袋”，所以最好把其他脑袋合并在一起。

Keep an open mind as you explore the options for a new vision. Don’t be constrained in your thinking by the organization’s current direction – it may be right, but it may not. When coming up with a new vision ensure that you keep an open mind and try as much as you can to come up with new and original ideas. You don’t have to be bound by the existing organizational direction.

在探索新愿景的选择时，保持开放的心态。不要被组织当前的方向束缚在你的思维中——这可能是正确的，但也可能不是。当你提出一个新的愿景时，确保你保持开放的心态，并尽可能多地提出新的原创想法。你不必受制于现有的组织方向。

Encourage input from your colleagues and subordinates. Another injunction about not trying to do it alone: those down in the organization often know it best and have a wealth of untapped ideas. Teamwork is a very important in any business organization and it plays a great role in the success of a business in the same way, opinions from colleagues and subordinates on a suitable vision statement is a chance to allow for team work in an organization. A great idea can come from anyone regardless of their post in the organization, be they management or subordinate staff.

鼓励同事和下属提供意见。另一条关于不要单独尝试的禁令是：组织中的那些人通常最了解这一点，并且有大量未开发的想法。团队合作在任何商业组织中都是非常重要的，它对企业的成功起着重要作用。同样，同事和下属对合适的愿景声明的意见也是一个在组织中进行团队合作的机会。一个伟大的想法可以来自任何人，无论他们在组织中的职位如何，无论他们是管理层还是下属。

Understand and appreciate the existing vision. Provide continuity if possible, and don’t throw out good ideas because you didn’t originate them. A new vision statement can easily come from an existing one thus promoting continuity in the organization.

理解并欣赏现有愿景。如果可能的话，提供连续性，不要因为你没有提出好的想法而把它们扔掉。新的愿景宣言可以很容易地从现有的愿景宣言中产生，从而促进组织的连续性。

Differences between a vision and a mission statement.愿景和企业宗旨之间的差异

Vision statement 愿景声明

It defines the future of the organization, what the organization seeks to achieve in the near or distant future.它定义了组织的未来，组织在近期或远期寻求实现的目标。

It is used to come up with the mission statement.它被用来提出企业宗旨。

Mission statement 企业宗旨

It defines the organization’s purpose currently, what the organization stands for and what it undertakes in its activities.它定义了组织当前的目标、组织的立场以及组织在其活动中承担的责任。

It incorporates the vision statement to come up with a comprehensive mission statement.它纳入了愿景声明，从而形成了一份全面的使命声明。

It’s brief and straight to the point though it incorporates the products and services of an organization.虽然它包含了一个组织的产品和服务，但它简明扼要。

Similarities of vision and mission statements 愿景和任务说明的相似之处

They should both incorporate the other employees in the organization. It shouldn’t be a decision for the management level only, other employees should be incorporated too in the process.他们都应该将其他员工纳入组织。这不应该仅仅是管理层的决定，其他员工也应该参与到这个过程中。

They should both be real and have a meaning. They should be more than words so that they can compel one to action.它们都应该是真实的，并且有意义。它们应该不仅仅是语言，这样才能迫使人们采取行动。

Both should be compatible with the company’s work culture and values that guide the employees.

两者都应符合公司的工作文化和指导员工的价值观。

Both should contain some input from customers, employees and other people who have significant interest in the organization. This ensures that the mission and vision statements are strong and good enough for the organization in question. The more varied input there is, the more diverse and improved a mission and/or vision statement.

两者都应该包含来自客户、员工和其他对组织有重大兴趣的人的一些意见。这确保了使命和愿景声明对相关组织来说足够有力和良好。投入越多，使命和/或愿景声明就越多样化和改进。

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