在纸上看起来很棒的概念不总是能够将企业推向市场——这个现实在航空业有无数的例子。在2013年,130多家新航空公司投入运行,但那一年年底就有55家已经停止飞行了。几乎没有几个行业像航空业那样面对尽可能多的变数和挑战。新(合资)企业显然有自己独特的挑战,一个清晰的品牌策略应该被视为初创企业要在市场中获得一定地位的关键。“给客户独特的价值主张是绝对的关键,”Marc The concept of what looks great on paper does not always bring the business to market-an example of this reality being in the airline industry. In 2013, more than 130 new airlines were in operation, but 55 had stopped flying by the end of the year. Few industries face as many variables and challenges as the airline industry. It is clear that new (joint ventured) companies have their own unique challenges. A clear brand strategy should be seen as the key to a startup’s position in the marketplace. “The unique value proposition given to our customers is absolutely key, ” Marc