Research On Design And Implementation Of Aviation Services Innovation System

With the rapid development of civil aviation transport, the level of aviation service has become a powerful weapon which helps airlines to cope with the fierce market’s competition. In order to meet the passengers’ increasing maturity and changing frequently demands of services, more and more aviation companies need to have an accurate idea of innovation and implement scientific innovative path, which helps them to attract visitors and certainly increases the amount of passengers. At the same time, it can also achieve sustainable development and increase the benefit of the airlines. But the number of Chinese scholars in this field of aviation service’s innovation is still limited. Enhancing the overall level of Chinese aviation service’s innovation needs systematic theoretical guidance urgently. Therefore, this paper is based on the innovation theory, customer satisfaction theory, management theory and service profit’s chain theory,taking the methods of the literature, empirical analysis,systems and multi-disciplinary as the methodological guidance, choosing four perspectives of improving the overall level of air service, correcting some error innovation paths, innovating the services by following concept/Process/management layer by layer,utilizing the experiences from the air service experienc,building the "Aviation Services Innovation System" as the core of the paper’s research, launching with specific content about how to implementation of the system as the expansion.The final goal is to guide the thoughts and the behaviors of aviation service innovation practices.This article is organized into five parts.The introduction section describes innovative aviation services research’s background, meaning, methods, ideas, main content and structure;the second chapter is the research progress and theoretical basis;the third section according to the results of theoretical analysis and empirical analysis to build a basic aviation services innovative system explains the idea of aviation service innovation system from four perspectives, and this section will be a useful structural support for the following program of implementation;the fourth chapter starts to expand the specific embodiments from the system’s principles, concepts,models, systems, processes, management and so on, as the further enrich and expand researching; the last chapter is a brief description of the conclusions,shortcomings and innovation of this article.Through the detailed analysis of the five parts, the article getting the conclusion:(1)Civil aviation industry’s development can’t be separated from the service Innovation. Faced with the fierce competition of the civil aviation market and the mature need of travelers is increasing speedly, whether the companys can offer the service innovation is the essential part for us to deal, which will decide how the Chinese civil aviation industry develop.(2) Aviation service innovation should proceed from the overall point of view as a entire dimensions of innovation---from the inside to the outside, from theory to practice, from the frame to the specific, from basic services to the management. When the airlines seeking the innovative paths,they should grasp to the innovative thoughts that is “considerate but comprehensive,smooth and thorough”, in order to achieve sustained effect of innovation.(3)The scientific and effective aviation services innovative routes should be able to respond to several basic principles---the market competition, the service brand, the processe of implement progressive, following on the requirements of the national system, optimal allocation of service resources,outfiting aviation services with professional management.(4) There are one main ideas of innovative aviation services---the airport is not just pure transportation nodes.It is becoming a complex which can meet the diverse needs of travelers, aviation services are more than transport services and achieve passengers’ displacement. It is transforming to a kind of comprehensive services which is consisted of food, lodging, entertainment, travel, shopping and some others. The main ideas can be decomposed into three specific ideas of innovative implementation---personalized ideas in services’ depth level, the meticulous ideas in services’ density level, ideas of chains in services’ width level.(5)The processes of aviation services innovation generally includes the following contents---the innovation of cabin service process on the overall experience’s dimensions, the innovation of airport service process based on the perspective of the time value of clients, the innovation of airfreight service process based on reengineering the process chain and innovation of aircraft guarantee service process on the basis of the critical paths’ s analysis.(6) Aviation services innovation is more than the innovation of service processes. It also should be supporting the appropriate measures of innovations’ s management.Complete the implementation of innovations’ s management can be expanded in several aspects, involving the innovations’ s management of brand, organization, employee resource, business layout, operation,redeeming service, cultural and so on.