蓝海是相对红海而言的。在航空业的红海中,产业边界是明晰和确定的,游戏的竞争规则是已知的。身处红海的航空企业为了攫取已知需求下的更大市场份额而不惜花费巨大成本,但是当市场空间变得拥挤,利润增长的前景将随之黯淡。与之相反,航空业的蓝海则意味着未开垦的市场空间、需求的创造以及利润高速增长的机会。在红海领域中击败竞争者是重要的,因为红海一直存在,并将始终是现实商业社会的一部分。但随着供大于求的现象愈演愈烈时,对市场份额的竞争虽然必要,但已不足以维持良好的业绩增长。为了保持在航空业中的领头地位,航空公司需要超越竞争,获得新的利润和增长机遇,为此必须开创蓝海。笔者认为公务航空将会成为我国航空公司的一片蓝海。一、我国公务航空的现状当前我国政治稳定、经济高速发展,随着对外开放的不断扩大,中国正在吸引着越来越多的国外大型企业、财团的投资目光,同时中国的企业也逐步向国际化发展,种种因素必将带来国内地方与地方、国内与国外之间的往来日益增多,这无形 Blue Ocean is relative to the Red Sea. In the aviation industry in the Red Sea, the industrial boundaries are clear and defined, and the rules of the game are known. Airlines in the Red Sea are spending huge sums of money trying to grab a larger market share of known demand, but the outlook for profit growth will dim as market space becomes crowded. In contrast, the blue ocean in the aviation industry means uncultivated market space, demand creation and opportunities for rapid profit growth. Beating competitors in the Red Sea is important because the Red Sea has always existed and will always be a part of the real business community. However, as the phenomenon of oversupply intensified, competition for market share, though necessary, was not enough to sustain good performance growth. To stay ahead of the airline industry, airlines need to surpass competition, gain new profits and growth opportunities, and must therefore create a blue ocean. I believe that business aviation will become a blue ocean in China’s airlines. I. Current Situation of Business Aviation in China At present, with the political stability and rapid economic development in our country, with the continuous expansion of opening up to the outside world, China is attracting more and more investment visions from large foreign enterprises and consortia. At the same time, Chinese enterprises are gradually moving toward international With the development of economy, all kinds of factors will inevitably bring about domestic and local exchanges and the growing exchanges between the country and the rest of the world. This invisible