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Report格式范文-易捷航空-公司运营战略，本文是一篇留学生Report写作范文，本报告主要介绍了Easy Jet航空公司的运营战略，并说明了订单赢家和合格者及其供应链管理。Easy Jet是由一位希腊航运巨头的儿子Stelios Haji Ioannou于1995年创立的，该公司以美国航空公司西南航空公司的低成本、无装饰模型为基础。1995年11月，Easy Jet开始了从卢顿飞往格拉斯哥和爱丁堡的航班，租用了两架波音737-300，单程价格为29英镑。从一开始，Easy Jet就充当了一家“虚拟航空公司”，从飞行员到值机人员，一切都由它承包。预订和座位仅通过电话预订系统销售。1996年，Easy Jet交付了其第一架全资飞机，并从卢顿飞往阿姆斯特丹。1997年，易捷航空推出了其网站，从1998年起，它成为了商业概念的重要组成部分，这提供了今天约90%的预订。1999年1月，英国独立电视台（ITV）播出了五部《航空公司》（Airline）系列中的第一部，该公司在全国范围内向大约900万观众开放，并提供免费宣传。现在，Easy Jet提供来自36个欧洲机场的88条航线。易捷航空通过收购英国航空公司的低成本子公司Go，进一步扩大了其机队和航线。该集团交易于2002年8月完成，在竞争对手瑞安航空之前创建了欧洲最大的廉价航空公司。下面就请参考这篇留学生Report写作范文。 
This report is about the Easy Jet airline company operation strategy and illustrates it order winner & qualifier and its supply chain management. Easy Jet, creation of Stelios Haji-Ioannou, the son of a Greek shipping magnate who founded the company, based on the low-cost, no-frills model of the US carrier Southwest, in 1995. In November 1995, Easy Jet started flights from Luton to Glasgow and Edinburgh with two leased Boeing 737-300s with at a price of £29 one way. As it was the beginning Easy Jet acted as a “virtual airline” which contracts in everything from pilots to check-in staff. Reservations and Seats are being sold over a telephone reservation system only. In 1996 Easy Jet takes delivery of its first wholly owned aircraft and goes international with first services to Amsterdam from Luton. In 1997 Easy Jet launched its website, which than from 1998 onwards form an vital part of the business concept and this provides for some 90% of the bookings today. In January 1999 first of five “Airline” series is transmitted on ITV, giving the company nationwide opening to an audience of around nine million viewers, providing free publicity. Now Easy Jet offers 88 routes from 36 European airports. Easy Jet further expanded its fleet and routes by acquiring British Airways’ low-cost subsidiary Go. The grouping deal was completed in August 2002 and created Europe’s biggest low-cost airline, before rival Ryanair. Easy Jet main focuses is to provide its customers with safe, good value, point-to-point air services. Easy Jet offers a regular and reliable product and fares appealing to leisure and business markets on a range of European routes. To attain this they will develop their citizens and set up lasting associations with their suppliers. The achievement of Easy Jet is based on some fundamental trade features which save costs, at the same time as continuing to attract people flying. Easy Jet uses internet for online booking and issuing of travel vouchers which in returns saves enormous fees normally paid to travel agents. The www.easyJet.com web site is open for business 24 hours a day, 7 days a week, 365 days a year for public and this website is designed as user friendly for providing better services. Easy Jet offers one-price, one-way tickets, giving passengers greater litheness, not forcing them passengers to be away from home. If any changes to be made in tickets Easy Jet only charges £10. Easy Jet focus on the short term travel business and focuses only on the 149 seats Boeing 737 aircraft. This operation strategy maximises services, whilst dropping maintenance costs. Easy Jet prefers smaller, less congested airports where landing charges are lower and turnaround times are faster. Easy Jet does not offer free in-flight food or drinks. Snack food and drinks can be bought before or during the flight. Easy Jet favours an casual business culture with a very flat administration configuration, which eliminates unnecessary and uneconomical layers of organization. All workforces are encouraged to dress casually.
易捷航空的主要目标是为客户提供安全、高价值、点对点的航空服务。Easy Jet提供定期可靠的产品和票价，吸引了一系列欧洲航线上的休闲和商业市场。为了实现这一目标，他们将培养公民，并与供应商建立持久的联系。Easy Jet的成就是基于一些基本的贸易特点，这些特点可以节省成本，同时继续吸引人们乘坐飞机。易捷航空利用互联网在线预订和发放旅行券，从而节省了通常支付给旅行社的巨额费用。www.easyJet。com网站一年365天，每周7天，每天24小时为公众开放，该网站设计为用户友好型，提供更好的服务。Easy Jet提供单程票，给乘客更大的灵活性，不会迫使他们离家出走。如果机票有任何变动，Easy Jet只收取10英镑。Easy Jet专注于短期旅行业务，只专注于149座的波音737飞机。这一运营策略最大化了服务，同时降低了维护成本。Easy Jet更喜欢更小、更不拥挤的机场，那里的着陆费用更低，周转时间更快。Easy Jet不提供免费的飞行食品或饮料。零食和饮料可以在飞行前或飞行中购买。Easy Jet倾向于一种休闲的商业文化，具有非常扁平的管理配置，从而消除了不必要的和不经济的组织层。鼓励所有员工穿着休闲。
In order to maintain the good reputation and to maximise the profit company needs to make and maintain long term plans, and this plan includes company goals and understanding challenges so that to get best outcome from the implemented strategies and to differentiate companies from its competitors. As in this competitive world, internet based and global open market, it is very essential for companies to have a clear plan for attaining their targets (Hill, 2005). To maintain the shareholder value so called business strategy, for the success of company business strategy must be supported by others operations like finance, administration and marketing. Like a football team, players support the team strategy same in the company everyone role in the company supports the business strategy.
为了保持良好的声誉和最大化利润，公司需要制定和维护长期计划，该计划包括公司目标和理解挑战，以便从实施的战略中获得最佳结果，并将公司与竞争对手区分开来。在这个竞争激烈、基于互联网和全球开放市场的世界中，企业必须有一个明确的计划来实现目标。为了保持股东价值，即所谓的商业战略，公司商业战略的成功必须得到其他运营部门的支持，如财务、行政和营销。就像足球队一样，球员支持团队战略，公司中的每个人都支持商业战略。
Operation strategy is long term plan for the operation function that helps in outlining the design, procedure and making sure the correct use of resource and man power to support the business strategy. Operation strategy must be aligned with the business strategy to get the best of the best outcome. For the smooth running of operation and maximising the profit it must be known that what customers company is serving, what are the companies’ values. Secondly market environment must be known, markets trends, economic status of the market, political values and trends in the society. Environmental scanning let the company knows to explore opportunities and treats, exploring gaps in what consumers need and what competitors are doing to fulfil those requirements (Waller, 2003).
运营战略是运营职能部门的长期计划，有助于概述设计、程序，并确保正确使用资源和人力支持业务战略。运营战略必须与业务战略保持一致，以取得最佳结果。为了运营的顺利运行和利润的最大化，必须知道公司为客户服务，公司的价值观是什么。其次，必须了解市场环境、市场趋势、市场经济状况、政治价值和社会趋势。环境扫描让公司知道探索机会和待遇，探索消费者需求的差距以及竞争对手为满足这些要求所做的工作。
Operation strategy can be formulated when business strategy is finalized. Operation strategy of Easy Jet can be best illustrated on its order winners and order qualifiers. Order winner and qualifiers are both very much important, with the order qualifier an organisation needs to qualify and re-qualify to stay in competition and in the market, order winner and qualifier is based on time and depended on market status, so they both changes over the time in the market, (Hill, 2005).
业务战略确定后，可制定运营战略。Easy Jet的运营策略可以在其订单赢家和订单合格者上得到最好的说明。订单获胜者和预选者都非常重要，对于订单预选者，一个组织需要获得资格并重新获得资格，才能在竞争中保持竞争力，在市场中，订单获胜器和预选器基于时间，取决于市场状态，因此它们都会随着市场的时间而变化。
Order winners and order qualifiers are the backbone for the successful operation management, (Hill, 2005). The first and main order winning of Easy Jet is low cost, it means that Easy Jet offers services at a low cost and prices, and this is their main business strategy, and this strategy helps Easy Jet to maximise its profit margin by implementing low cost strategy. Easy Jet mostly focuses on cutting costs in their operations, like reducing labour cost, materials and other facilities which can be avoided in providing services. Easy Jet emphasises on giving some extra training to employees to get the maximum outcome and lowering the fragment. Facilities which are provided by Easy Jet are rationalized, using mostly single type of airlines so that minimizing the cost on maintenance of different types of aeroplanes also routes of Easy Jet are mostly short so it can help Easy Jet to minimise cost of crew changes, maintenance, inventories of parts and many other administrative charges which varies from airport to airport. Easy Jet mainly uses low crowded airports and prefers secondary airports in major cities to avoid high administrative charges. Mainly route is point to point so that they don’t have to invest extra on onward connection for passengers and baggage. No meals provided and passengers can buy what they want on board and no printed boarding passes to avoid convolution and speed up ticketing and boarding. Easy Jet human resource department also plays important role in this strategy, they train newly employees to perform multi tasks and emphasis on team work to maximise the customer services. Quality of service is Easy Jet order qualifier as their strategy focuses on the service regularity which means how much their quality fulfils customer’s demands and single class configured cabins. Dependability is order qualifier for Easy Jet, as Easy Jet fast and reliable deliveries of parcels across Europe in low cost gives them strength to attain and sustain their customers. Flexibility is the order winner for Easy Jet as they provide wide range of basic and frequent services, changes the volume of services and changing the timings of services to fulfil the customers’ demands. Low cost administration gives them to attain maximum profit and Easy Jet focuses on entirely IT system which can accessed from anywhere in the world so they are embraced with the concept of paperless offices. Strong work force, highly trained, quick responsive to the customers, flexible in performing multi-tasking and strong customer and technical capabilities of the employees are the order qualifiers of Easy Jet. Low price of tickets is the order winner of Easy Jet, Easy Jet offers very cheap tickets to different destinations of Europe as compare to the other airlines, which not only attract more customers but also this strategy playing important role in maximizing their profit as Easy Jet already reduced other unwanted costs. Using of latest IT system is order qualifier for Easy Jet, Internet has greatly uplifted electronic commerce and deeply linked customers and suppliers. Minimising the overall journey time is order winner for Easy Jet, fast turnaround keeps Easy Jet services continue for high earning and avoiding its planes to return to main point, and by doing so it has its number of flights increased with low number of planes. Consistency and reliability is the order qualifier for Easy Jet as more than 90% of the flights arrived within 15 minutes which is nearly equal to British Airways. Easy Jet increased its customer service and save £750,000 on existing functioning costs by signing an on demand CRM deal with Right Now Technologies. With Europe’s leading low-cost airline growing its passenger volume by 20% each year, additional operational costs will be achieved with a series of on-going modern customer service projects. At first Easy Jet will set up Right Now Serviceâ„¢ across all seven of its European web sites to help manage the linked enlargement in customer communication, (Source: DataMonitor).
订单获胜者和订单合格者是成功运营管理的支柱。Easy Jet赢得的第一个也是主要的订单是低成本，这意味着Easy Jet以低成本和低价格提供服务，这是他们的主要业务战略，该战略有助于Easy喷气通过实施低成本战略实现利润率最大化。Easy Jet主要致力于降低运营成本，如降低劳动力成本、材料和其他在提供服务时可以避免的设施。Easy Jet强调对员工进行一些额外的培训，以获得最大的结果并降低碎片。Easy Jet提供的设施已合理化，主要使用单一类型的航空公司，从而最大限度地降低不同类型飞机的维护成本。Easy Jet的航线也大多较短，因此可以帮助Easy喷气机最大限度地减少机组更换、维护、零件库存和许多其他因机场而异的管理费用。Easy Jet主要使用低拥挤度的机场，更喜欢主要城市的二级机场，以避免高昂的行政费用。主要路线是点对点的，这样他们就不必为乘客和行李的接送额外投资。不提供餐食，乘客可以在机上购买他们想要的东西，也没有打印的登机牌，以避免卷曲，加快票务和登机速度。Easy Jet人力资源部门在该战略中也扮演着重要角色，他们培训新员工执行多项任务，并强调团队合作，以最大限度地提高客户服务。服务质量是Easy Jet订单的限定条件，因为他们的战略侧重于服务规律性，这意味着他们的质量在多大程度上满足了客户的需求和单舱配置。可靠性是Easy Jet的订单资格，因为Easy Jet以低成本快速可靠地在欧洲各地交付包裹，为他们赢得和维持客户提供了力量。灵活性是Easy Jet的订单赢家，因为他们提供广泛的基本和频繁服务，改变服务量，改变服务时间以满足客户的需求。低成本的管理使他们能够获得最大的利润，Easy Jet专注于可以从世界任何地方访问的整个IT系统，因此他们被无纸化办公室的概念所接受。强大的员工队伍、训练有素、快速响应客户、灵活执行多任务以及员工强大的客户和技术能力是Easy Jet的订单合格者。廉价机票是易捷航空的订单赢家，与其他航空公司相比，易捷航空为欧洲不同目的地提供了非常便宜的机票，这不仅吸引了更多的客户，而且这一策略在最大化利润方面发挥了重要作用，因为易捷航空已经降低了其他不必要的成本。使用最新的IT系统是Easy Jet的订单资格，互联网极大地提升了电子商务，并将客户和供应商紧密联系在一起。最短的总行程时间是Easy Jet的订单赢家，快速周转使Easy Jet服务继续保持高收益，避免其飞机返回主要地点，通过这样做，它的航班数量随着飞机数量的减少而增加。一致性和可靠性是Easy Jet的订单先决条件，因为90%以上的航班在15分钟内抵达，几乎相当于英国航空公司。Easy Jet通过与Right Now Technologies签订按需CRM协议，增加了客户服务，节省了75万英镑的现有运营成本。随着欧洲领先的低成本航空公司的客运量每年增长20%，一系列正在进行的现代客户服务项目将带来额外的运营成本。首先，Easy Jet将在其所有七个欧洲网站上建立“立即服务”，以帮助管理客户沟通中的关联扩大。
For the successful business there must be interactions and collaboration between operations and marketing. The operations department are accountable for providing the order-winning and order-qualifying criteria identified by marketing group, that empower products to win orders in the open market. This process starts with the corporate strategy and ends with the standards that either keeps the company in the running order qualifiers, (Hill,2005).
为了成功的业务，运营和营销之间必须有互动和协作。运营部门负责提供营销小组确定的订单赢得和订单资格标准，使产品能够在公开市场上赢得订单。这一过程从公司战略开始，以使公司保持在运行状态的标准结束。
The main airport for Easy Jet is Luton airport. Although Easy Jet flights to many Europe major cities, Easy Jet still misses some important airports to stay like London Heathrow airport. People who live in London, this is a very problematic point to move to Luton airport to get the flights. Although by this Easy Jet save extra charges but loses some customers as well so at one side Easy Jet saves money on other side it loses customers. Online booking service is indeed order winner for Easy jet but some elder people and people who don’t use internet find difficult and not very convenience to book, so Easy Jet must have telephone line services for booking which will not cost them much but this service will indeed attract more customers and booking services of Easy jet will be more user friendly, and this use of IT services and online booking services can become their order winner for the company. Low cost air tickets is order winner for Easy jet as they don’t have any interaction with travel agents but as the flying demands are getting more and more day by day so Easy Jet needs to establish some business to business relationship with travel agencies to attain more customers especially corporate customers which normally get tickets from travel agencies.
易捷航空的主要机场是卢顿机场。尽管易捷航空飞往许多欧洲主要城市，但易捷航空仍然错过了一些重要的机场，比如伦敦希思罗机场。住在伦敦的人，这是一个非常有问题的问题，要搬到卢顿机场去乘坐航班。虽然Easy Jet节省了额外的费用，但也失去了一些客户，所以Easy Jet一方面节省了另一方面的费用，另一方面也失去了客户。在线预订服务确实是Easy jet的订单赢家，但一些老年人和不使用互联网的人发现预订很难，也不太方便，所以Easy jet必须提供电话线预订服务，这不会花费他们太多费用，但这项服务确实会吸引更多的客户，Easy喷气的预订服务将更加用户友好，使用IT服务和在线预订服务可以成为公司的订单赢家。低成本机票是易捷航空的订单赢家，因为他们与旅行社没有任何互动，但随着飞行需求的日益增加，易捷航空需要与旅行社建立一些企业对企业的关系，以获得更多的客户，尤其是通常从旅行社获得机票的企业客户。
From 1995 until now, Easy Jet has increased their aircrafts from only two to 92 aircrafts，including 21 aircrafts of Airbus A319, 33 aircrafts of Boeing 737-700 and 38 aircrafts of Boeing 737-300, at the end of September 2004. And for the expansion of its market, they prepare to increase their Airbus aircraft to 117 during the next three years. As the airline industry of whole world is not prosperity after 9/11 attacks. So that the aircraft deal from, Easy Jet is a very big deal for the suppliers and there is really big benefit for the suppliers. From this point, it is clear that bargaining power of Easy Jet is higher than the suppliers. The direct point of Easy jet supply chain management is to deliver the exact material to the precise position at the right time. The next objective is to manage the parts, procurement and supply chain function as resourcefully as achievable. At this time the company divided its service into seven segments, Parts trading, allotment, additional remarketing, preliminary provisioning and sourcing, inventory letting, revamp managing, stockroom and logistics. With the integrated supply chain concept, instead of providing these functions on an individual or a little at a time basis. Easy Jet offers a sustain alternative that embraces the whole range of its various services. It helps in holding much more functions an operator requires in a consistent overall plan that is shaped in alliance with the airline, (Harvard Business Review).
从1995年到现在，Easy Jet已经将其飞机数量从仅有的两架增加到了92架，包括空客A319的21架、波音737-700的33架和波音737-300的38架，截至2004年9月底。为了扩大其市场，他们准备在未来三年内将其空客飞机数量增加到117架。911袭击后，整个世界的航空业都不景气。因此，Easy Jet的飞机交易对供应商来说是一笔非常大的交易，对供应商来说确实有很大的好处。从这一点来看，易捷航空的议价能力明显高于供应商。Easy jet供应链管理的直接目的是在正确的时间将准确的材料运送到准确的位置。下一个目标是尽可能灵活地管理零件、采购和供应链功能。此时，该公司将其服务分为七个部分：零件交易、分配、额外再营销、初步供应和采购、库存出租、改造管理、库存和物流。采用集成供应链概念，而不是单独或一次提供一点这些功能。Easy Jet提供了一种可持续的替代方案，涵盖了其各种服务的全部范围。它有助于运营商在与航空公司联合制定的一致的总体计划中承担更多的职能。
So according to Porter’s generic strategies, which is purely based features of the operation of Easy Jet, main operation strategy the Easy Jet engaged is focus cost management, which is called “low cost, no frills”
因此，根据波特的通用战略（这纯粹是基于易捷航空运营的特点），易捷航空的主要运营战略是集中成本管理，这被称为“低成本，无虚饰”
So it concluded that Easy Jet adopted simple straight forward low cost strategy, minimizing and avoiding unwanted cost to be in competition with other airlines operating in the sky. Easy Jet operation strategy mainly works with effect because quick and on time turnaround, cheap services, avoiding paper work like paper used in ticketing & during boarding and reduced the cost of travel agents. Numbers of planes are few but utilisation rate is perfect and exact, mainly using low rate airports for landing and take-off. Some threats and risks are there for Easy Jet, as time goes on and Easy jet gets bigger and renewal of contracts needed so there are chances of raise in cost. Easy Jet key to success is remaining undemanding so that cost can be remained low and keep the usage of planes high so that they can guarantee their constant profit and quality service.
因此，Report得出的结论是，易捷航空采用了简单直接的低成本战略，最大限度地降低并避免了与其他在空中运营的航空公司竞争的不必要成本。Easy Jet的运营策略主要有效，因为快速、准时的周转、廉价的服务、避免了票务和登机期间使用的纸张等纸质工作，并降低了旅行社的成本。飞机数量很少，但使用率完美准确，主要使用低速机场降落和起飞。随着时间的推移，Easy Jet面临着一些威胁和风险，而且Easy Jet的规模越来越大，需要续签合同，因此有可能增加成本。Easy Jet成功的关键是保持低成本，保持飞机的高使用率，从而保证其持续盈利和优质服务。本站提供各国各专业留学生Report写作指导服务，如有需要可咨询本平台。
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