论英国航空公司的形象重塑计划

本文通过系统的分析、研究来讨论英国航空公司整顿团队重塑形象的具体措施及对该行业所带来的积极影响。首先，作者对本文的背景环境，中心思想，讨论的重要性以及其结构框架做了简要的介绍。另外，论文在文献回顾环节，把他人对英航所进行过的研究做了简要的概括和总结。文章通过对二手资料和相关新闻与书籍文献中关于英航案例的分析和研究，重新对英航为整顿企业形象所采取的具体方案和措施进行详细论述，并对其环境发展理念给同行业产生的巨大市场影响力进行了深度的探讨。之后，文章也指出了英航目前所面临的挑战和问题，并提出了相关改进的建议。

关键词：英国航空公司；新标志；特殊乘客服务；环境发展理念
Abstract
This paper focuses on British Airways’ detailed measures to build a new image and its positive impact on airline industry. First, it gives a general introduction of the main idea and the organization of the thesis. The article also mentions the previous studies concerning the issue of British Airways and the remaining problem in the same issues. The thesis intends to use the secondary data and relative study to make a deep analysis on the issue of British Airway’s measurements to update the new image. It also gives an in-depth discussion about the impact of environmental philosophy on airline industry. Then the thesis also indicates the current challenges and problems and gives some related suggestions.

Key Words: British Airways; new logo; special passenger service;
           environmental philosophy     

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