Business strategy of Korean Air.

According to Jiang Guiyuan, director of Korean Air China, China is the fastest growing country in the world, and it is also an overseas aviation market with the same importance and great potential as Brazil, Russian and Indian.

2. Advantages of diversified perspectives

In recent years, with the successful implementation of its own strategy, Korean Air's ranking and brand awareness in the global air transport industry have been rising, but they are not satisfied with this. The ever-changing competitive environment and pattern in the aviation industry have also prompted Korean Air to constantly change itself. In 2007, it announced the establishment of a low-cost airline-True Air is a good example. "The purpose of setting up a low-cost subsidiary is mainly because of the malicious competition of some low-cost airlines, which harms the interests of passengers. Therefore, the company hopes to have a greater impact on the Korean low-cost aviation market with its rich experience and the best operating system. "

3. Continue to increase freight input.

In 2007, Korean Air ranked first in the world for the third consecutive year in the field of cargo transportation, and became one of the most important contributors to the sustained growth of Korean Air's profits.

Investment in China's freight market is also increasing. In 2007, Korean Air announced that it would cooperate with Sinotrans Air Transport Development Co., Ltd., a subsidiary of Sinotrans, to establish a joint venture cargo airline, Galaxy Airlines. The Tianjin-based joint venture company officially set sail in June 2007, effectively supplementing the existing route network of Korean Air, and ceased operation at the end of 20 12. Enter the China market

China is the focus of Korean Air's global strategy in 2009. Korean Air recently said that in 2009, it will take China as the global strategic focus, further promote the localization strategy of China, and strive to achieve the set goal of establishing routes in more than 30 cities in China in 20 10, especially covering the western part of China.

The company said that the China market has become its most important overseas market. Therefore, in 2009, Korean Air made great efforts to enhance its competitiveness in China's capital cities, so as to strengthen the sales of transit routes from these cities to the United States, Oceania and other countries and regions, and improve the flight connection. It also plans to take western China as its next development focus and increase the proportion of online sales. In addition to SkyTeam member airlines, Korean Air has signed code * * * sharing agreements with the following airlines (as of February 20 14):

Caledonian Airlines, Tahiti Airlines, Alaska Airlines, Aurora Airlines, Emirates Etihad Airlines, Hainan Airlines, Hawaiian Airlines, Japan Airlines, Chilean National Airlines, Malaysia Airlines, Mongolian Civil Aviation, Myanmar International Airlines, Philippine Airlines, Aeroflot, Sakhalin Airlines, Saudi Arabian Airlines, Uzbekistan Airlines, Jesse Airlines 1990 s and Korean Air Korean Airlines were accused as "one of the airlines with the worst safety record in the aviation industry" after the serious crash in london stansted airport 1999. Frequent flight accidents caused Air Canada, Air France and Delta Air Lines to stop implementing the "code sharing plan" with Korean Air in the late 1960s. The U.S. Department of Defense has blacklisted Korean Air for many times and urged department staff to avoid taking Korean Air flights as much as possible. Most of the criticisms of public opinion point to the non-specialization of senior managers of Korean Air, and the promotion of personnel depends more on interpersonal relationships than strict assessment system. Zhao Yanghao, one of the founders of Korean Air, is under strong criticism pressure. Another factor leading to flight safety problems of Korean Air is the cockpit hierarchy with Korean traditional culture. Because most pilots are retired air force pilots, the class concept system in the army has also been brought to airlines. Young pilots are not allowed to raise any objection to the decision of senior pilots, even if they make mistakes. The forced landing of 199 1 in June was caused by this system. After-the-fact investigation showed that the co-pilot refused to cut off the alarm in the cabin, but the captain forced him to carry it out. Miktoler, chairman of the Australian Civil Aviation Investigation Committee, described this hierarchy as "an authoritative hierarchy with Asian (basically Korean) characteristics". No one dared to argue with the captain on the plane.

Korean society attaches importance to the concept of class, which also has an impact on the management culture of Korean Air. Zhao Xiane, vice president of Korean Air (daughter of President Zhao), took her own flight on 20 14 12.5 as a passenger. Because a flight attendant made a mistake in the food delivery procedure, she ordered the captain to return the passenger plane from the runway to the boarding gate and drive the cockpit owner off the plane. Many media criticized the autocratic culture of Korean Air management over the professional judgment of the crew. On February 6th, 1958, a DC-3 passenger plane formerly known as Korea National Airlines took off from Busan Gimhae Airport and flew to Seoul Gimpo Airport. Eight hijackers hijacked it and flew to Shun 'an Airport in Pyongyang, North Korea, causing no casualties. 1969 65438+February 1 1, a ys-1was hijacked on the way from Gangneung to Seoul (renamed Seoul in 2005) and flew to Pyongyang. The whereabouts of personnel and aircraft are unknown. 197165438+1On October 23rd, a Fokker F-27 flew from Gangneung to Seoul. A hijacker hijacked the plane to Sokcho with a Grenade and forced it to land at sea. The co-pilot and the hijacker were bombed. On August 2nd, 1976, a Boeing 707 cargo plane flew from Tehran, the capital of Iran, to Seoul. After the plane took off from runway 29, it did not turn left according to the departure rules of the standard instrument, but turned right, causing the plane to hit the mountain and all five crew members were killed. On April 20th, 1978, Korean Air Flight 902 (Boeing 707) flew from Paris, France to Anchorage, Alaska, USA, passing through the Arctic islands of Britain, Greenland and Canada. The Canadian air traffic controller informed the pilot of the flight that the plane had deviated from the scheduled route. The pilot failed to perform the operation correctly, but turned the plane over the Bering Sea and entered the airspace of the former Soviet Union off the coast of kola peninsula. The Soviet Union sent Su-15 fighters to intercept it. When the fighter plane approached the Boeing 707, the South Korean pilot ignored the forced landing signal sent by the Soviet Air Force and then changed course and flew to Finland, which borders the Soviet Union. According to the data of American intelligence agencies, Soviet pilots reported that it was a civil airliner (although marked with civil aviation, the Boeing 707 was similar in appearance to the RC- 135 electronic reconnaissance plane of the US Air Force). Su-15 fighter plane was ordered to shoot it down, but a missile hit the left wing of the passenger plane, the left outer wing was destroyed, and missile fragments penetrated the fuselage. Korean passenger plane descended from high altitude to1500m. The plane flew in the air for nearly 40 minutes and landed on the ice of Corpi Yarvi Lake in Karelia, northwest of the Soviet Union. Passengers and crew were rescued by Soviet helicopters. Two injured passengers died and 13 people were injured. 1980165438+1October19, Korean air flight 0 15 (Boeing 747-200, fuselage number HL7445) flew from Anchorage, USA to Seoul. During the landing, due to low visibility, the plane crashed into the dam next to the airport and crashed on the runway, the fuselage disintegrated and caused a fire. 6 crew members, 8 passengers, ground 1 person dead. 1 983 September1day, Korean Air Flight 007 (Boeing 747) turned into Soviet airspace on the way from Anchorage, Alaska, USA to Seoul. Fearing that the United States would use civil aviation to spy on strategic targets, the former Soviet Far East Air Defense Force sent a Su-15 fighter on duty to intercept it. The fighter pilot warned Flight 007 many times, but failed to intercept it. According to the orders of their superiors, they fired two air-to-air missiles, which crashed in the high seas southwest of Sakhalin Island after being hit. 269 people were killed. 1987165438+1On October 29th, Korean Air Flight 858 (Boeing 707) flew from Abu Dhabi, the capital of the United Arab Emirates, to Bangkok, Thailand. It exploded and disintegrated about 0/22km (76.3 miles) north of Tavoy, Myanmar. Two terrorists dressed as passengers took explosives on the plane and hid them in the luggage rack of the seventh row of seats in the cabin. 1 1 The crew and 104 passengers were all killed. According to the investigation, the explosion was a terrorist activity carried out by North Korean agents Kim Seung-il (dead) and Kim Hyun-hee to prevent Seoul from bidding for the Olympic Games. On July 27th, 1989, Korean Air Flight 803 (McDonnell Douglas DC- 10) flew from Jeddah, Saudi Arabia to Tripoli, the capital of Libya. Due to the bad weather and the crew's miscalculation of fuel consumption, the plane crashed due to fuel exhaustion before landing on the runway. Three crew members, 72 passengers and four ground personnel died. 1989165438+1On October 25th, a Fokker F-28 passenger plane flew from Seoul to Ulsan. Due to ground work error, an engine stopped due to wing icing during taxiing. The pilot lost control of the direction and decided to give up taking off. The plane rushed off the runway at high speed and exploded and caught fire. Fortunately, there were no casualties. 1991June 13, a Boeing 727 flew from Jeju Island to Daegu. The pilot failed to execute the landing steps list correctly, resulting in the landing gear not being released correctly. The captain desperately ordered the co-pilot to cut off the engine room alarm system and turn off the annoying alarm sound. As a result, the plane landed on its belly without lowering its landing gear. Fortunately, there were no casualties. On August 1994, Korean Air Flight 2033 (Airbus A300) flew from Seoul to Jeju. Land at a distance of 0/773m from the runway/kloc-on the way. After landing, the plane still rushed out of the runway at the speed of 104 knots, crashed into the retaining wall next to the airport and burst into flames. There were no casualties. 1On September 22nd, 1994, Korean Air Flight 9 16F (Boeing 747) flew from Zurich, Switzerland to Busan, South Korea. The passenger plane experienced a storm over the Italian city of Elba eight days ago. The nose radome, cockpit window and engine were all damaged by hail, and the plane arrived in Zurich safely. After simple maintenance in Zurich, the plane was arranged to return to Busan for maintenance. Considering the damage of the plane, Boeing made some adjustments in the take-off procedure, reduced the upper limit of take-off weight by 70 thousand pounds, and increased the take-off speed than normal. When the passenger plane flew over some buildings after taking off, the distance from the roof was less than 50 meters. Later investigation showed that although Boeing limited the take-off weight, the plane was overweight by about 86,700 pounds. 1On August 6, 1997, Korean Air Flight 80/KLOC-0 (Boeing 747-300, fuselage number HL7468) flew from Seoul to Algana, Guam. When the plane tried to land at night, the crew mistakenly lowered the plane to a height of 243 meters lower than the predetermined height of 440 meters, causing the plane to hit Nimitz Mountain at an altitude of 2 18 meters. /kloc-out of 0/7 crew members and 237 passengers, only 3 crew members and 23 passengers survived. After-the-fact investigation shows that the main cause of the accident is that the captain failed to correctly implement the inaccurate landing procedure, and the co-pilot and the pilot failed to supervise each other's operation behavior. The accident investigation found that during the flight, the co-pilot and random engineer had discovered the captain's operational mistakes, but under strict checkpoints, they dared not express their views directly easily, so they could only insinuate the captain in a roundabout way, so that they watched the plane crash. On August 5th, 1998, Korean Air Flight 8702 (Boeing 747-400, body number HL7496) flew from Tokyo, Japan to Seoul. The bad weather forced the plane to fly to Jeju Island. Later, the plane continued to fly from Jeju Island to Seoul; When landing at Gimpo Airport, the plane bumped continuously on the runway and rushed out of the runway for about 100 meters before stopping. 25 passengers were injured. 1999 March 15, Korean Air 1533 (McDonnell Douglas MD-83) flew from Seoul to Pohang. The weather in Pohang was bad that day, and the visibility was very low. The crosswind speed reached 25 knots. After the first attempt to land failed, the crew managed to land the plane on the runway for the second time, but still rushed out of the runway, causing many injuries. On April 5th, 1999, Korean air cargo flight 63 16 (McDonnell Douglas MD- 1 1, fuselage number HL7375) flew from Shanghai to Seoul. The plane was allowed to take off after the tower revised the flight plan repeatedly reported by the crew. After the plane climbed to 4500 feet, the co-pilot misheard the altitude indicated by the tower. In order to make the plane descend 3000 feet as soon as possible, the captain recklessly pushed the joystick, causing the plane to stall and crash in an industrial development zone in the southwest of Shanghai Hongqiao Airport 10 km. Three crew members and five people on the ground died, and 1 1 building, 32 shops and 3 17 houses were damaged. 199965438+On February 22nd, Korean Air Cargo Flight 8509 (Boeing 747-200F, fuselage number HL745 1) crashed shortly after taking off from Tansted Airport in England, killing all four crew members on board. The investigation result was caused by pilot's error. Later, it was broadcast on the national geographic column "Air crash". September 2006/KOOC-0/Japan 0/KOOC-0//KOOC-0/Due to the 9/KOOC-0//KOOC-0/incident, Korean Air Flight 85 was mistakenly thought to be hijacked by terrorists by US and Canadian air force fighters and forced to land. After-the-fact investigation showed that the incident was a misunderstanding caused by the misoperation of the Korean pilot and the 7500 hijacking code. (Answering machine 7500 means hijacking) On July 14, 2005, a Korean Air passenger plane was caught in turbulence in the air on the way from Bali, Indonesia to Seoul, and more than 40 people on board were slightly injured. South Korea's largest airline said that the accident occurred 40 minutes after the plane took off, causing the height of the plane to drop to 90 meters. There were 27 1 people on the plane at that time. According to the report, 37 passengers and several crew members were slightly injured in the accident. Then the plane landed safely at Incheon Airport. On June 6, 2007, a Korean Air Boeing 737-900 plane departing from Incheon, South Korea, had an accident when it landed at Akita Airport in Japan. It is reported that the passenger plane departed from Incheon, South Korea, carrying 133 passengers and crew. When landing at Akita Airport in Japan, the plane did not land on the taxiway normally, but slipped onto the tarmac next to the taxiway. According to eyewitnesses, just after a JAL passenger plane left the tarmac, the Korean passenger plane skidded to the tarmac. According to the previous data, this is the first accident that landed on the tarmac because of the wrong runway. There were no casualties among 133 passengers and crew on board. In August 2007, British Airways and Korean Air admitted to colluding with their competitors to manipulate international freight and fuel surcharges, and were fined by the United States by US$ 300 million, or HK$ 2.34 billion respectively. The two companies agreed to assist the US Department of Justice in investigating other airlines. Thanks to the cooperation between the two companies and the investigators of the Ministry of Justice, the fines were reduced. Korean Air originally faced a fine of up to $600 million, while British Airways may be fined nearly $900 million. On September 2nd, 2007, an Airbus A300-600 of Korean Air was caught in turbulence on the way to Kansai International Airport in Japan on the evening of the 2nd, and five passengers and seven flight attendants on board were injured. This passenger plane is flight 733 from Jeju Island, South Korea to Kansai International Airport. The passenger plane landed at Kansai International Airport at 8: 0014 that night. Some of the injured suffered from head bleeding, some suffered serious waist injuries, and some were taken to hospital for treatment. On February 6, 2009, the fact that the cargo plane of Korean Air Limited, which departed from Tel Aviv, Israel and flew to Brussels, Belgium, flew over Europe without signal 100 minutes, has not been made public for a long time. Korean Air said that flight KE577, which departed from Tel Aviv, Israel at 9: 48 pm on February 6th, passed through Greek airspace at 1 1 50 pm on the 6th, entered German airspace without signal and flew at 1 30 am on the 7th. At that time, there were four staff members in the cargo plane, but the wireless communication was interrupted. On August 19, 2009, South Korea carried out the KAL983 1 flight from Qingzhou, South Korea to Xi 'an. When it landed at Xi Xianyang International Airport, it did not follow the control instructions, but was guided by radar. After receiving the above unsafe incident information, Northwest Bureau immediately contacted Shaanxi Supervision Bureau of Civil Aviation, Northwest Air Traffic Control Bureau, Korean Air and other relevant units and departments. By listening to the total recall and the written explanation of Korean Air flight attendants, the internal investigation results of Korean Air and the report of the air traffic control bureau on this incident, we have a comprehensive understanding of this unsafe incident. On August 23, 20 13, Northwest Bureau met with the manager of Xi 'an Branch of Korean Air to report the incident and asked Korean Air to take active measures to strengthen the professional ability of Korean Air pilots, especially their English level. 2011On July 22nd, an Airbus A380 of Korean Air with flight number KE70 1 and registration number HL761/landed at Tokyo Narita International Airport, and its right engine wiped the ground. The flight carried 168 people from Seoul to Tokyo Narita Airport. When the plane landed on runway 34L at Narita Airport, the fuselage veered to the right, causing the right outboard engine to scrape the ground. Fortunately, the plane landed safely. Afterwards, Narita Airport closed the 34L runway for 20 minutes to check the damage, while Korean Air A380 could continue to fly after the inspection, delaying its flight to Incheon International Airport by 1 hour. 20 1 1 In March, 2008, when South Korean President Lee Myung-bak visited the United Arab Emirates on a chartered plane provided by Korean Air, the plane took off only 30 minutes and had to return for maintenance due to mechanical failure. 20 13 On August 26th, Korean Air Headquarters replied that the crew of flight KAL983 1 should complete the "Prevention of Communication Errors and Standard Clauses Course" at the flight school and pass relevant examinations. All flight crew members of Korean Air must complete 7 hours of land and air communication training. In this paper, the air-ground communication is analyzed and studied, and it is emphasized that the aircrew should use standard communication terms before each flight involving China. 20 14 14 Zhao Xiane, vice president of Korean Air (the eldest daughter of Hanjin Group President and Korean Air President Zhao), flew to Incheon, South Korea as a passenger on Korean Air Flight 86 (Airbus A380, number HL7627). When the passenger plane left the tarmac and slid to the runway, a flight attendant provided Zhao Xiane with a packet of macadamia nuts without asking in advance, but it didn't open and fell on the top of the tray. Zhao Xiane was furious and immediately instructed the captain to turn around the passenger plane that had arrived at the runway and return to the boarding gate, and drove the cockpit master who was in charge of the flight crew off the plane. The passenger plane needed to delay its take-off. At that time, the vice president of passenger transport ordered the captain to drive the cockpit master off the plane and was accused of exceeding his authority. The incident not only caused an uproar among the Korean people, but also attracted the attention of the aviation management department. As the incident may violate aviation safety regulations, the Ministry of Land, Infrastructure and Transport of Korea decided to initiate an investigation and warned Korean Air. Zhao Xiane later resigned as vice president of Korean Air under the pressure of public opinion. This incident was later called "Nut Return" or "Nut Gate" by the media. The South Korean Prosecutor's Office summoned Zhao Xiane to testify in June 5438+February 65438+July. On February 30, 65438, the South Korean Prosecutor's Office issued an arrest warrant against Zhao Xiane on suspicion of violating the Aviation Safety Law and forcing the crew to give false testimony. Zhao Xiane was arrested by South Korean police on 65438+February 3 1 and was taken into custody for investigation. On 20th/KOOC-0/565438+/KOOC-0/Oct/KOOC-0/9th, Zhao Xiane was brought to the Korean court for trial. On February 2nd, Zhao Xiane was sentenced to three years' imprisonment in the first instance of No.303 court of Seoul Western Court. 12 In February, Zhao Xiane was sentenced to 1 year in prison by the second instance of the Seoul Western District Court on charges of illegally changing the airline route, threatening aviation safety by violence, intimidating, obstructing official duties, and deceiving and obstructing justice. During his detention, he personally submitted six repentance books in an attempt to avoid imprisonment.