论德国汉莎航空形象重塑

德国汉莎航空公司是德国最大的航空公司，也是德国的国家航空公司。在全球拥有400多家海外子公司及附属机构。其业务面极为广泛，它的业务遍及旅客业务、物流、修理、餐饮、休闲旅行和IT等服务行业。其航线遍及全球六大洲，总部设在科隆，其客运和货运服务的经营中心位于法兰克福。质量、创新、安全和可靠永远是德国汉莎航空公司的特色。他们塑造了公司的正面形象，从而取得了成功。然而，这样的成功并不是一帆风顺的。德国汉莎航空公司在发展历程中屡屡遭受磨难，但在磨难中却能够屹立不倒，就是因为汉莎能够很好去重塑自己的形象，从而赢得客户的认同感。作为一个企业，汉莎航空公司，致力于长远发展的，在危机中努力克服各种挫折，在不断发展中寻求更好的发展。

关键词：汉莎航空；发展；形象
Abstract

Lufthansa is the largest airline in Germany and is the national airline. With more than 400 subsidiaries and affiliates in the world, its business is very extensive. Their business includes passenger traffic, logistics, repairing, catering, leisure travel and IT services. Their routes spreads throughout six continents. With of headquartered in Cologne, its passenger and freight services business center is located in Frankfurt. Quality, innovation, safety and reliable are the characteristics of Lufthansa. The company have created a positive image, and is have achieved great success. However, such success is not always smooth. Lufthansa has suffered frustrations in the course of development, but it has struggled to survive. Lufthansa is capable to reshape their image so that it can win the customer's identity. As a business leader, Lufthansa is also dedicated to the long-term development. They try to overcome all kinds of setbacks in the crisis in the continuous development of seeking better development.

Key Words: Lufthansa; development.; The image reconstruction

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