关于“中国网民社会舆论作用日显”的分析研究

第一篇：关于“中国网民社会舆论作用日显”的分析研究

关于“中国网民社会舆论作用日显”的分析研究 研究摘要：

伴随着网络技术的突飞猛进和网民数量的迅速增加，网络舆论应运而生，并在国计民生、政治经济伦理等多方面发挥出越来越显著的作用。近年来，我国网民舆论的影响力和对现实事件的作用凸显，引起了多方关注。那么，网民舆论缘何会产生如此大的作用？网民社会舆论作用日显得实质又是什么？在其轰轰烈烈的影响中，是否存在一些需要我们担忧或注意的问题，而我们又应该如何应对？带着这些疑问，我组将从网民，政府等多个角度，通过对近年来网民舆论热点的深度剖析，试图揭开上述疑问，解析这一案例背后的真实信息。

一、案例背景： 以1987年9月20日钱天白教授发出第一封E-mali为标志，网络进入中国以来，我国网民人数正以平均每年22％的惊人速度增长，网民年龄段也不断延伸。至今中国网民人数已逼近4亿，每日博文增加量高达4000多万篇，这也带来了网民舆论势力的迅速扩张和网民社会舆论份量及影响力的提高。回顾近三年的网民舆论热点，从“许霆案”到“躲猫猫”，从“周老虎”到“喝水死”，再到胡主席、温总理的多次坐客人民网，与网民面对面，无不反映出网民舆论的日益重要。在这个自由性，交互性和开发性明显的舞台上，以往在传统传媒上无法实现的个人表达自由和舆论自由得到空前的展现，任何人只要进入网络便可无所不言，形成舆论的“自由市场”。

同时我们可以发现，以前社会舆论仅仅是人们茶余饭后的一些谈资，而如今，随着社会的发展，社会财富的积累，个人的利益边界越来越清晰，网络也就顺势成为了公众表达民声、反映民意、维护公民利益的重要平台，其作为独特的“意见公开市场”，为网民提供了展开讨论，进行意见的交锋、认同和融合的场所，而当某一事件被激烈讨论，并获得大体一致的意见时，网民舆论对焦点事态和社会或政府所产生的影响，以及对真实社会所产生的作用也就被极大地凸显了出来。在这种巨大的道德和民意的压力下，当事双方或多方就会有所顾虑地小心地处理该热点事件。从而对呈现事实真相，推动问题解决，促进社会进步产生较大促进作用.而诸如“人肉搜索”“铜须门”“菊花香香”等事件，以诉绪情感及对道德话语的价值判断为主要话语，也引起了道德舆论的大**，同时带来了一定的社会危害，给当事人造成了很大伤害。

宏观整个网民社会舆论，其影响力和波及范围已极大扩张，不可否认地史，它已不断地作用于真实社会的方方面面，面对这一铺天盖地而来的网民舆论风潮，躲避搪塞，遮掩封杀都已被证明是极其不明智的。面对传统媒体舆论处理手段的失效，网民舆论善恶的共存这样复杂严峻的背景，对其的深度剖析研究已迫在眉睫。基于上述情况，我组决定对这一案例进行由浅入深的分析。

二、热点陈述：

三、浅层解析：（网民舆论影响力缘何迅速扩大？）

在此，首先说明舆论与网络的确切定义。所谓网民舆论是指在网络空间产生并传播的，通过对社会焦点问题关注而产生的，有一定社会影响力的，共同意见和信念的总合。简言之，网络舆论就是网络空间的舆论形态。

而如果单独从字面解释的话，其实，舆论就是公众的意见。而意见不是知识或者对知识的认知，它只是意见的主体对客体作出的反应，而不是对客体的本相的认知。所以，任何舆论在展示着力量和宣泄激情的同时，也会包含着某种成见、偏见、歧见或者门户之见，即使一个汹涌的舆论大潮也难以例外。不过毫无疑问的是，近年来，公众舆论主要作为一种政治现象，对政治的民主化进程发挥了巨大的作用，同时也不可避免地带来了一些弊端。

毫无疑问，中国网民舆论的作用与政治经济影响力，已经得到极大显现。那么，究竟是什么原因，使网民舆论从曾经的默默无闻走到了现在？

㈠这需要我们深入发掘网络的特点。通过对相关书籍资料的研究和网络使用者的访谈，我们得出总结出以下几大特点：

⑴网络作为一个交互性极强的舆论表达、想法讨论的工具，在受众之间的交

流互动方面，拥有相对于传统媒体而言，极大的优势。各种论坛讨论、博客留言，都可以24小时不间断进行，在你争我辩中迸发思想的火花，在双方或多方的交流中使思想走向深入。因此，这个可以实时提供意见表达，想法探讨的媒体工具，也就成为了民意表达的一件利器。热点事件，在千万人的互动和思想争锋中，在大众不断的关注中，舆论的力量可以得到成倍的放大。从而引起包括高层领导者在内的社会各界的重视。

⑵网民意见想法表达的自由与匿名性。正是由于网民的意见表达无需实名，使得网民的言论自由得到最大限度的实现。从而使民意得到表达，民智得到收集，民生得到照顾，民权得到维护。当然，也正是由于意见表达的匿名与自由，使得许多不理性的，消极错误和偏激的声音频频出现在网上，而在民众好奇心理的诱导下，获得了本不该有的影响力（这一消极影响，将在下面的章节中，给予详细解析）。

⑶网民大众人群范围的广泛性及其数量的庞大。据悉，截止2009年10月，中国网民已达3.38亿，居世界首位，逼近四亿大关。而其中的25岁以下青少年网民数量已达1.07亿。可见，网民的年龄跨度极大，从青少年到退休老人，都置身其中，其所涵盖的人群范围之广，所代表的人数之多，直截了当地说明了网络背后的大众关注度之强，使其成为了所有人都无法忽视，管理者领导者无法回避的舆论反映平台。

⑷网络信息的快速更新和实时上传。网民舆论的这一特点，使得一个热点，可以以极快的速度得到讨论，以极广的范围得到传播，大大提高了新闻事

件的新鲜度和吸引力，自然也就带来了巨大的关注度与社会影响力，其至始至终地反映事态的发展变化，使社会关注始终处在很高的热度。

以上四点，是从客观角度（即从网络本身特点）出发，得出的原因。那么，从主观上来看，又是什么促进了网民社会舆论影响的增大和作用的日显呢？ ㈡通过对近年来公众及社会思潮的变化，我们可以略窥一二：

⑴近年来大众民主意识的提高，对政治民生等国家大事，特别是与自己切身

利益息息相关的重要政策和事件的了解热情上升。这种民众意识的提高，自然需要适当的媒介为其提供表达意愿、表述想法甚至宣泄不满的平台，而网络恰恰可以提供这样一个合适的平台。一供一求，自然产生了巨大的作用。

⑵改革开放以来，特别是2007年来，党和政府对思想领域的进一步放开限制，使得包括网民在内的广大民众，在思想表达上更加积极，而网民作为最活跃和前卫的群体，在舆论表达上更是走在了最前沿，走在了风口浪尖，造成了网民舆论一个又一个高潮。

⑶境外思想，特别是西方思想的涌入。随着中国日益地开放，境外各种（或

好或坏的）思想也在不断进入国内。而网络因其与世界各地相连的优势，无疑成为了境外思想传入的聚集地和中转站，这也就造就了一批思想“前卫”甚至激进的网民，使得网民舆论更加多样，对同一事件的讨论更加激烈，吸引的讨论参与者和关注者更多。

四、进一步探究：

从前面的网络特点和公众思想的变化中，我们曾经提到过网民社会舆论的几个令人担忧之处。可见网民舆论的影响也是有正负之分的。那么，接下来，就让我们从正负两方面，去客观公正合理地解析网民舆论作用日显背后的利弊影响。

㈠ 网民社会舆论的积极影响（意义）

⑴网民社会舆论监督是用舆论这一社会规范的力量对社会成员特别是权利组织的社会行为所施行的社会评价和约束.它是最具有广泛性、道义性的监督形式，对实现人的全面发展和社会的合理构建，在目标、理念和实践意义方面都与正义精神有着高度的一致性。因而毫无疑问，舆论是社会正义的象征。正义得到宣扬，有助于社会主义思想道德体系的建设完善、正确的社会主义荣辱观的确立，社会主义精神文明建设的健康有序进行。

⑵网民社会舆论对构建和谐社会起积极意义。舆论是物质文明的加速器。舆论监督可以使社会公众有一种主人翁的责任感和一种积极的参与意识，有利于形成群体意识、协同观念，有利于达成公识，从而以更大的热情投入到物质文明建设中去。舆论监督是精神文明建设的推动者，舆论监督本身是一种文化力量，它关注科学文化发展中与人文精神结合的状态，始终关注对人类的终极关怀，对人类和平发展的推进。舆论监督对于推动科学文化事业健康快速的发展，对于进一步推进精神文明建设，都显示出极其有意义的作用。舆论监督是政治文明的推动器。党的领导，实现人民当家作主、保证国家权利的正常运作，依法治国都离不

开舆论的监督。

⑶由于网络的覆盖面非常大，快速及时，新鲜活泼，能迅速地把握社会实时动态，报道或揭露事件内幕。广大群众便更愿意通过网络表达自己的意愿，这样也有利于吸引更多的人来关注这个问题，对此进行讨论，形成监督力量，扩大影响力，纠正不正之风，间接或直接地达到惩恶扬善的目的。

㈡ 网络舆论的消极影响

⑴与大众传媒相比，网络媒介空间的信息污染的泛滥程度更大，危害更为广泛而深重。然而，由于以下种种原因，网络传播却难以监管。如：传播者身份的隐蔽性，传播时间与地点的不确定性；任何一个网络用户都可以成为网络信息的传播者与接受者；网络空间“把关人”角色及其职能的减弱；商业利益的驱动使某些网站的经营者漠视社会公德和所承担的社会责任。

⑵网络的广泛普及、媒体类型的叠加，大大加快了各种信息的传播速度，扩大人们的新闻视野的同时，为追求各种目的蓄意制造的虚假猎奇新闻更是充斥着网络。这不仅严重削弱了网络新闻的公信力，也给公共社会带来了一定的混乱。⑶网络舆论的过分自由，使评论不负责任。网络多渠道、高速度的信息传播更让人感受到来自各个方面、各种思想观点的影响。人们可以利用“过客”或网名来发表舆论，表达意见，在这样一个自由自在、无拘无束、不负责任的空前的言论自由场中，人们似乎一下子从以前不敢发言、害怕发言、“不敢多说一句话”的极端到了完全畅所欲言的另一个极端，急于说出心中的想法，有时无法保证评价的合理性和客观性。

针对上述利弊影响，政府、个人、网络传播者，又如何才能做到趋利避害呢？这急切地需要我们的解答！

五、解决办法

网络问题的解决，更准确地说，是网民社会舆论问题的解决，必须依靠多方的共同努力，针对网络的管理和使用对象，结合网络本身的特点，我们提出如下建议：

㈠ 保护人们合理正确发表舆论的积极性

⑴ 政府：党和政府加快社会主义建设，践行“以人为本”的科学发展观和“情为民所系，权为民所用、利为民所谋”的执政思想，带领中国人民构建民主、公正、友爱的社会主义和谐社会，在这个意义上，舆论监督便可以更好地发挥它的积极作用。

①政府部门应该要广开言路，善于倾听群众的呼声，了解公众的想法，积极发挥舆论的监督作用。并且要建立一个能够让群众表达想法的平台，让公众有话能说，有话敢说，有话会说。

②对于社会中、网络上出现的一些公众舆论消息，政府有关部门要积极的关注，并及时的走访、核实信息的真实信，有效性。经过核实，对那些真正反映了群众呼声，真实有效的问题，政府部门要及时的采取有效措施，尽快地加以解决，以解群众之难。

③政府要加强社会文化环境建设，积极引导正确的价值观念，带动全社会

形成正确的、积极向上的文化氛围，树立正确的世界观、人生观、价值观。努力建设有中国特色的社会主义核心价值体系。

⑵ 个人：

①公民要加强政治参与度，提高政治责任感，积极地关注国家大事，关注发生在我们身边的事件。

②我们要善于表达，勇于表达自己的观点与意见，并且在发表言论时注意要遵守法律法规，社会公德。

⑶ 网络传播者：一个网站，如果信息量大，更新及时，浏览速度快，信息真实健康，访问安全，那么，它就能达到更好的传播效果，也更利于网民们发表舆论。

㈡ 抑制人们无理的抨击

⑴政府：

①信息审查:如制订详细的互联网执照颁发规定和管理规定；在网络上贯彻现有的限制印刷媒介和电子媒介的法律；通过控制服务器过滤互联网内容；在信息发布后审查被认为是不可接受的电子内容。

②加强网络道德规范的教育。众所周知，中国网络文化的发展不过短短几十年，而曾经封闭的中国人面对奔腾激荡的网络风暴，再加之外来文化的渗透入侵，中国网民的价值观难免会偏离缺失。所以，如何让网民们在网络环境中坚守价值观，更好地发挥舆论的作用，是我们必须关注的新课题。

⑵个人：加强道德伦理约束意识。如果网民们道德自律，提升自己的社会责任使命感，那么网络传播的产业化趋势便也不会丧失新闻传播的社会价值导向，我们便可以建立起一个平等自由而文明健康的网络环境。

⑶网站：进行技术层面的革新，依靠技术手段加强信息的安全健康传播。比如屏蔽国外恶意攻击、政治颠覆性信息等，设置防火墙、内容级别、反垃圾过滤器等

六、本质所在：

在以上种种探究中，我们可以发现一个共同的本质，那就是：

网民社会舆论作用日显，其实质就是真实社会与“存在于网络的网民舆论”的互动融合，通俗地讲，就是两者交集的不断增大。网民社会舆论作用日显的过程，也就是网民舆论日益社会化现实化，对现实社会的影响日益加深与拓宽的过程。

在可见的时间段内，基于网民社会舆论的种种优势和好处，以及社会舆论环境的发展趋势，这种交集扩大的势头不会停止。而政府、个人、网络管理者的顺势而动，就可以充当这种交集扩大的润滑剂。当然，网民社会舆论作用的日益显著是社会发展的必然趋势，如若上述三方不因时因势去主动调整自己，那么就只能在舆论的巨大压力下，被动的接受改造，而这，是我们都不愿意看到的。因此，主动调整自己，并顺势合理引导网民舆论朝正确的方向前进，是我们所有人应该做的。

七、结语：

总而言之，在当今社会，谁都不能忽视网民舆论的推动作用，谁也不能否认其的进步意义（尽管有许多尚待改进之处），对网民社会舆论采取简单的堵、盖、封的传统方法，是不符合正确处理网民社会舆论的方法要求的。企图封杀网络、钳制网民更是愚蠢的。因势利导、顺势而为，重视网络舆情，及时掌握民意、聆听民声，以积极开放的心态面对网络舆情，广大参与者洁身自好，自律自省，让互联网在普通民众与政府官员之间，在广大关注者和当事人之间，搭建出一条政策与民意互动，道德审判与民族社会美德承接的通道，才是所有人应做之事。

第二篇：如何看待在社会舆论的监督作用下

1.如何看待在社会舆论的监督作用下,许霆案为民众所知,进而把何鹏案的无期徒刑改为11年呢?(减少从前冤假错案的危害性,使法律判决更合理)

2.当社会舆论不应该影响法律的时候，人民参与法律的意识越来越淡薄，这不是更不利于人民当家做主吗？

3.社会舆论能保证司法活动透明公开,这能使人民群众相信法律,相信法律判决,进而更好维护法律权威,这不是更好么?

4.任何一个”理性的法院”和”理性的法官”都有其人格局限性和认识局限性,社会舆论这时不正是为他们提供更多的意见或看法吗?（使法律判决更公开透明）法官贪污例子

5.请问对方辩友，怎么看待邓玉娇案?

----在传统上人们认为独立而理性的司法不应该掺杂公众舆论，而这件案件不是让人民意识到自己的言论得到重视吗？

6.北京大学何斌教授说“中国司法界之所以冤案频现，根源就在法官对于司法的垄断和人民参与司法的缺乏”，对方辩友你如何理解？

7.当你遇到难题,同桌跟你的交流互动，你会不会受之不理呢?(当你准备辩论赛中,深思立论,驳点,师兄师姐或身边朋友的意见,你是否也从他们说的方面思考过呢?)

-----不会

-----那么对方辩友法官毕竟都是人，面对案件的复杂性难免会困惑的时候，这时社会舆论为之提供意见跟看法，不正是有助于法律判决吗？

8.法律判决的目的是维护人民的利益,而社会舆论也正是以人民的利益为出发点，那么两者相辅相成,不应该吗?

9.社会舆论具有公众性,公开性、自发性和灵敏性,可以制约权力的滥用，从而有助于法律判决,如此怎么就不应该影响了呢?

10.案件新奇复杂，而法律的适用具有局限性，这时的案件又该通过什么方式解决呢？-----社会舆论难道不是给法律的不足进行补充吗？

第三篇：航空运输企业核心竞争力各组成要素及其价值作用的分析研究

Market competition in the market continue to promote resource allocation at the same time, also make competitors through restructuring, allocation and integration of internal resources to the market resource allocation has reasonable share and

effective advantage.Air transport of fierce competition in the market in a certain social positive effect at the same time, also to the air transport enterprises and puts forward the most serious challenge.Face the competitive pressure of the market, a number of aviation transportation enterprises begin to adjust business strategy.For example, in the flight application, product promotion, the introduction of large models, develop new markets and other aspects, hoping that through the adjustment of strategy to attract and stabilize tourist market.In fact, these strategy adjustment or redistribution of resources around the aviation transportation enterprises should possess and the core competitive power to begin.Competitiveness is aviation transportation enterprises in market competition for resources allocation of basic survival skills, and aviation transportation enterprises operating on the basis of ability.The competitiveness of a variety of factors, but not every kind of factors are able to become competitive advantage.Advantage

competitiveness depends on the air transport enterprises in market competition the effectiveness and aviation transportation enterprises can in the competition from

competitors and enables companies to enter benign development of multiple function embodiment.In a certain sense, competitiveness and competitive advantage is the relative market development and competition changes in specific period reflected a kind of advantage or ability, along with changes in external factors and internal factors of the interference, even if the competitive advantage will be the environment changes in only a kind of ability to survive, for aviation transportation enterprise's long-term strategic development, these abilities can only play a role in a short period of time, are not enough to maintain air transport enterprises sustainable development strategy.How to maintain the sustainable development of aviation transportation enterprises, in order to determine the dominant position in the market competition? Construction of core competitiveness is aviation transportation enterprises in production and

operation management process to face an important task.Core competitiveness is more concerned about the long-term development of enterprises, competition in the market in essence different from competitors and the market resources of motive power.One, the concept of core competence and character

Core competence is the enterprise organization capital and social capital of the collection, organization capital refers to the organization to assume the task of the coordination of the assets, and social capital refers to the resources available to people used to obtain the income that part of the value of social structure, it acts

through the people of mutual relations between the change of organizational capital;“ reflects the coordination and organization of production technology, social capital has shown the importance of social environment ”, which can be embodied in the organizational structure, the latter can reflect enterprise culture.For air transport enterprises core competitiveness, aviation transportation enterprises core competitiveness should be based on the value chain of the industry as the basis, is one of the internal core resource(technical ability, organization coordinated ability, market ability of meeting an emergency and innovation etc)recombination and assigned to maintaining and enhancing continuous profits as the goal, to external resources coordination and with each associated party to meet the interest distributive complete operating system, and through the effective operation of the system to their own unique competitive advantage in stability and expansion of the market gains to achieve air transport for the long-term development strategy.Two, to build the core competence in the action in practice

Air transport enterprise development in the presence of multiple sources of

competition, the scale ranging from aviation company in the market competition to construct and establish different development way.Air transport enterprise presents these features, not a single factor can be generated, around the construction of core competitiveness among many factors, due to different factors combined to produce a different management strategy and tactics, but also bring different air transport enterprises of different management efficiency and market positioning.Air transport enterprises around the market operation, but not every air transport enterprises to construct and build its own brand core competitiveness.Construction of core competitiveness and not accomplish at one stroke, it is related to the internal scientific, effective management, relationship to the enterprise culture correctly, is related to the external social environment on which it made the effect evaluation and so on many aspects.But the establishment of core competitiveness will no doubt make enterprise take the last scientific, healthy development track, in the operation of the market will take it leisurely and unoppressively, winning a thousand miles.Three, to build the core competence of the key elements of the value analysis As mentioned, there are a lot of factors consisting of the competitiveness of

enterprises, but in a lot of factors only a few of the key factors in combination, can realize the enterprise 's overall efficiency and effectiveness.This article tries from the internal and external environmental factors, based on the enterprise value chain perspective of aviation transportation enterprises core competitiveness factor analysis.The internal factors in the development and change of enterprises is the survival and competitive power.From Michael Potter's value chain theory we can see in the value chain of enterprise system, is divided into two parts the behavior, whereby the

auxiliary and main behavior behavior.The auxiliary acts constitute a basic enterprise production operation, carry out the market activity security.Adjunctive behavior established mainly around can bring more benefit and social value of the main behavior of.That is to say, the enterprise supplementary behavior and main

complement each other, can play the efficacy, adjunctive behavior is the basis, main behaviour is benefit.Only based on the auxiliary acts on the main behavior can enterprises survival value, but also to create more business value and social value.Based on the enterprise value chain theory, combined with air transport enterprises external environment characteristics, composition of aviation transportation enterprises core competitiveness factors mainly include:

(a)the human resources especially the development and application of human resources

Enterprise's development is inseparable from the cultivation and development of talents.As a result of air transport enterprises unique profession characteristic and the demand, the demand for talent is mainly concentrated in the flight, aircraft maintenance, flight dispatching and other fields, the field of personnel training and absorption of air transport is essential for the normal operation of enterprises is the key link, the aviation transportation enterprise safety in production and development of the cornerstone.On the value chain theory, this kind of talented person belongs to the auxiliary behavior unit talented persons.With the modern enterprise management mechanism and development, aviation transportation enterprises begins talent focus from adjunctive behavior unit turned to the operation and development of enterprises to bring lasting benefits, enterprise value chain in the main unit of the marketing department.In the management of human resources, the human resources department of

enterprise development is the baron.Human resources department functions have been infiltrated into the company's strategic planning and development, into the managemant decision of the enterprise, for the enterprise development training, screening, and selected a variety of talents, and the appropriate personnel transport into the right job.In the talent screening and post deployment, have a scientific, strict management process, namely, establish and perfect the system of employee occupation career design.Talents have classes and functions of points, as the human resources

department of the company as a designer, different materials used in different places.In the personnel division should have a key distinction, namely human resources, human resources and labor resources in.Different positions have different demand for talents, the most easy to let the human resources department to ignore is the resource development and application.Along with the development of aviation

transportation enterprises market competition intensifies, the world different Airlines began to focus on the marketing department of human resources development, so as to realize the enterprise in the marketing strategic development goals and to create more value.Harntha airlines, British Airways, Singapore Airlines airlines and other well-known in the cultivation of talents is not only the recruitment of flight, aircraft repair and other fields have experienced talents, pay more attention to the marketing of human resources development, absorb and cultivate a group of professional,business and strong in high even the doctor, in the marketing strategy of the company of the development put forward many constructive solutions.(two)information technology development and application ability

With the development and popularization of the information technology industry, the aviation transport enterprise informatization demand is more and more high.The development of information technology and application already became the air

transport enterprises to enter the market of china.Information technology has not only confined to the internal exchange of information and statistics, it has become the air transport enterprises to enter the International Air Transport Association beachhead global market important carrier.Aviation industry the development of information technology trends and

characteristics for:

1, broadly speaking, refers to the aviation transportation enterprises to use modern information technology, the establishment of a set of applicable to the enterprise infrastructure operation and network.The enterprise through the network and each subsidiary body and external organization for information exchange and

communication, and according to the feedback information to take corresponding actions and measures.In this sense the aviation industry information technology, including the navigation system, dispatch release system, marketing system, human resources management system, financial accounting system and many more related to air transport enterprise operates the information network;in a narrow sense, refers to the air transport enterprises by using information technology, to establish a set of improve the marketing and operation of the network system.Through the network system to collect and transmit some of market behavior of enterprises related

information, and the information analysis and processing, make the enterprise in the market operation of decision-making.2, air transport enterprises in the development of the market potential, comprehensive application of aviation equipment, human resources and other aspects, the information technology and network dependence on more bonus.Information

technology on air transport enterprises mature development plays an irreplaceable role, while the information network to enable the expansion of aviation transportation enterprises route layout from a limited area expansion and extension to another with a potential of the region, in the market development, operation and other aspects of route layout, cost, perfect information the network to air transport enterprises to provide an intuitive, efficient operation data.Through scientific analysis and

assessment information often become aviation transportation enterprises dominate the market a main decision-making basis.United Airlines, Singapore Airlines and Lufthansa Airlines will become the main representative.3, information technology development and application promotion of aviation

transportation enterprises market resources to rational use.Air transport enterprise should be directed to the industry operating characteristics, human organizations market information network development, establishing a set of scientific, reasonable market information network system.The information network system should include the customer to airline information, airlines or between other organizations for cooperation between the operation of the project information, to track the

effectiveness, assessment and calculation and internal resource sharing and other basic content.System should focus on the inter-regional development to become a network of air transport market.In 4, along with the aviation market development, the integration of the global aviation market is growing, the major airlines to join to form some larger airline alliance.The

alliance between airlines to expand the regional market development and sales

network, the development of information technology has become the key factor of the alliance benefit.The development and design of new information network platform, between airline alliance in information sharing, equipment sharing, shared, airline cooperation gambling public house long, effective use of the company's capacity, to avoid the operation activities into the waste caused by, thus saving the company's operating costs.Air transport association is the trend of globalization, it is the cornerstone of airline brand effect.(three)fleet planning and network scale

Fleet planning and the introduction of aviation transportation enterprises the main investment, is the main consideration factor cost budget.To a certain extent, models and the introduction of operation is directly related to the survival and development of aviation transportation enterprises, scientific and reasonable fleet planning is aviation transportation enterprises to enter the market competition, expand the regional and global market key factors.Fleet planning is not only one kind of introduction and investment, but the company 's strategic development play a decisive role, fleet planning become the cost of aviation transportation enterprises strategy and marketing strategy is the key link, mainly has the following several aspects of the characteristics of:

1, the market value and the choice of location decision model type, influence of marketing strategy company hardware support;

2, the market environment of multiple variables determine the type of input and transportation arrangement;

3, marketing strategy for the regional market and global market decision supporting a variety of models in the partition of market operation, the company marketing strategy development and formulation for models of planning a complete implementation plan and programme;

4, fleet planning focused on cost leadership strategy, in aviation material supply, fleet maintenance, personnel training and so on more prominent its cost advantage;5, dimensions changes development highlight the fleet introduction and market demand closely, is the introduction of the latest hardware facilities and market demand closely and become the source of competitive advantage;

In 6, the updated models, rent, retired should fully consider the market economy environment requirements, continuously updated models become some strength of aviation transportation enterprises competitive a magic weapon.Network planning and design involves a variety of factors, including the boat authority control, route geography environment decides to apply the models, and the

competitor's competitive strategy, and strategy alliance network and so on many kinds of factors, route network planning to become air transport enterprise marketing strategy the important component, is the important resources of revenue

management.The route network structure design and adjustment should fully consider the

marketing effectiveness.As the models of the growth and the expansion of the market, the route network structure began to show a variety of changes.From the linear

structure into an annular structure, from the sector structure into spoke structure, from its route structure into a shared route structure.Route network structure and air

transport enterprise resource structure.Gauge model network structure has become the competitive advantage important link.(four)enterprise management and capital operation capacity;

Modern enterprise management and operation of an enterprise to have scientific definition.Organizational structure design, personnel allocation, process design and re-engineering, process monitoring and feedback, the leadership function of transformation and so on to establish a well-functioning business critical.Enterprise management in the formulation of policies and the marketing strategy at the same time, attention should also be paid to capital operation ability.Enterprise policy change in the listing Corporation's financing, investment will bring certain influence.The traditional mode of operation of the capital is aviation transportation enterprises how to expanded reproduction ability, in fixed asset investment, appreciation and value has done a number of follow-up development efforts.But with the rapid development of economy, the capital operation is also expanding.In addition to the main business to expand within the production investment at the same time, a number of aviation transportation enterprises is gradually expanding in the main business of the capital investment and operation, so that the air transport, tourism, catering, entertainment and other com., thereby reducing the cost of loss and bring the whole value chain benefit received a total of.With the aggravation of the market competition and the aviation business right restriction, by route control caused by capital market in the new field of flow and expansion.The competition of aviation enterprises, investment shares, holdings and so on, to a great extent broke through the air rights restrictions, the change of the regional air transportation market competition pattern.Capital penetration has also been expanded to the Union transport enterprise cooperation, through equipment sharing, personnel sharing, network sharing,information sharing, resource sharing, to strengthen the alliance competition ability, in the worldwide scale ranging from capital operation body form.In a certain sense, an air transport enterprise capital operation ability reflects a business decision of enterprise and market income level, is the senior management of the major test.(five)marketing development and innovation ability

Marketing and sales are the main activities of an important link, to the enterprise cash flow and return water