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Master Thesis Saint Petersburg State University Graduate School of Management Master in International Business Program Master thesis “Customer value creation for airline carriers” Master’s Thesis by the 2nd year student Nikita Yaroslavtsev Research advisor: Assistant professor: Johanna Frozen Saint Petersburg 2016 ЗАЯВЛЕНИЕ О САМОСТОЯТЕЛЬНОМ ХАРАКТЕРЕ МАГИСТЕРСКОЙ ДИССЕРТАЦИИ Я, Ярославцев Никита Сергеевич, студент 2 курса магистратуры направления 080200 - «Менеджмент», заявляю, что в моей магистерской диссертации на тему «Создание ценности для покупателей в авиакомпаниях», представленной в ГАК для публичной защиты, не содержится элементов плагиата. Все прямые заимствования из печатных и электронных источников, а также из защищенных ранее выпускных квалификационных работ, магистерских, кандидатских и докторских диссертаций имеют соответствующие ссылки. Я ознакомлен с действующим в Высшей школе менеджмента СПбГУ регламентом учебного процесса, согласно которому обнаружение плагиата (прямых заимствований из других источников без соответствующих ссылок) является основанием для выставления за магистерскую диссертацию оценки «неудовлетворительно». ________________________________________________(Подпись студента) _____________25.05.2016___________________________________ (Дата) STATEMENT ABOUT THE INDEPENDENT CHARACTER OF THE MASTER THESIS I, Nikita Yaroslavtsev, second year master student, program 080200 «Management», state that my master thesis on the topic «Customer value creation for airline carriers», which was presented for the public defense, does not contain any elements of plagiarism. All direct Borrowings from printed and electronic sources, as well as from master theses, PhD and doctorate theses that were defended earlier, have appropriate references. I am familiar with the study process regulations at Graduate School of Management of Saint- Petersburg State University, according to which finding of plagiarism (direct Borrowings from other sources without appropriate references) can Be the reason for master thesis to Be evaluated as «unsatisfactory». ________________________________________________(Student’s signature) __________25.05.2016______________________________________ (Date) 2 АННОТАЦИЯ ФИО студента Ярославцев Никита Сергеевич Тема магистерской диссертации Создание ценности для покупателей в авиакомпаниях Факультет Высшая школа менеджмента, Санкт-Петербургский государственный университет Программа 080200 «Менеджмент» Год окончания 2016 ФИО научного руководителя Йоханна Пия Мария Фрёзен, Доцент Описание целей, задач и Целью данного исследования является выявление основных результатов факторов, которые помогут бизнес моделям российских исследования авиакомпаний увеличить ценность для клиентов и создать устойчивое конкурентное преимущество. Исследователь изучает 5 авиакомпаний на основе хоста бизнес модели, который широко используется для создания дизайна бизнес моделей на основе ключевых партнеров, компетенции, деятельности, ресурсов, взаимоотношения с клиентами, каналов, потоков доходов, сегментов, структуры затрат и предложения ценности, которые являются значимыми для авиакомпаний. Наибольшее внимание следует обратить на следующие элементы: ключевые партнеры, заемные средства, структура расходов и ключевые ресурсы. Они помогают авиакомпаниям оптимизировать свою текущую бизнес-модель, создать высокую ценность для клиентов, выдержать последствия экономического кризиса, оставаться конкурентоспособными даже с увеличением расходов и доставлять до покупателей ценность, которая, в конечном счете, хорошо ими воспринимается. Сравнительный анализ бизнес моделей и ключевых показателей индустрии позволили выявить важность следующих факторов, непосредственно влияющих на создание ценности для клиента: окраска самолетов и общая стилистика авиакомпании, дополнительное вознаграждение агентам по продажам, участия в альянсах, современное программное обеспечение для управления расписанием, безбагажные билеты, использование только операционного лизинга, участие в благотворительных акциях, электронные посадочные талоны, дополнительные услуги программы часто летающих пассажиров, бесплатное специальное меню, свободные спальные принадлежности, доступ в Интернет и мультимедиа развлечений на борту Ключевые слова Авиакомпании, бизнес модель, холст бизнес моделей, дизайн бизнес модели, конкурентное преимущество, создание добавленной стоимости, присвоение ценности, предложение ценности, сервисная компания, Аэрофлот, S7, UTair 3 ABSTRACT Master Student’s Name Nikita Yaroslavtsev Master Thesis Title Customer value creation for airline carriers Faculty Graduate School of Management, Saint-Petersburg University Program 080200 «Management» Year 2016 Academic Advisor’s Name Assistant professor: Johanna Frozen Description of the goal, tasks and The objective of the current research is to identify the factors main results that can make business models of Russian airlines able to increase customer value and create a sustainable competitive advantage. The researcher studies business models of 5 focal airlines on the basis of business model canvas which is widely used to create design of BMs in the context of key partners, competencies, activities, resources, customer relationships, channels, revenue streams, segments, cost structure and value proposition which have proved to be significant for Airline companies. Biggest attention should be paid to the following elements: key partners, leveraged cost structure and key resources. They help airlines optimise their current business model, create superior customer value, withstand consequences of economic crisis, stay competitive even with increased costs and manage to deliver value that is ultimately well-perceived by the customers. Comparative analysis of the business models and industry KPIs have revealed the importance of the following factors that directly influence the perceived customer value creation: plane colouring and whole company style, additional bonuses to sales agents, engagement in alliances, contemporary software for schedule management, no-luggage tickets, using only operational lease, participation in charitable events, electronic boarding pass, additional services of frequent flyer program, free choice of special menu, free sleeping items, on-board Internet access and multimedia entertainment Keywords Airlines, Business model, Business model canvas, Business model design, , Competitive advantage, Value creation, Value capture, Value Proposition, Service company, Aeroflot, S7, UTair 4 Table of contents 1 Introduction.................................................................................................................................................6 1.1 Background.................................................................................................................................... 6 1.2 Research main question and objectives......................................................................................... 9 2 Theoretical backgrounds of business models and customer value creation.......................................... 10 2.1 Business model design................................................................................................................. 10 2.1.1 Business Model Concept and Definitions.............................................................................10 2.1.2 Business model design elements and themes...................................................................... 15 2.2 Elements of business models based on business model canvas approach...................................19 2.2.1 Business model canvas concept............................................................................................19 2.2.2 Value creation.......................................................................................................................24 2.2.3 Value proposition..................................................................................................................26 2.2.4 Value capture........................................................................................................................ 27 2.3 Business models in service companies......................................................................................... 30 2.4 Summary...................................................................................................................................... 33 3 Empirical research................................................................................................................................35 3.1 Research methodology and design...............................................................................................35 3.2 Russian airline market overview...................................................................................................42 3.3 Airline case studies....................................................................................................................... 49 3.3.1 Aeroflot group...................................................................................................................... 49 3.3.2 UTair.................................................................................................................................... 53 3.3.3 S7......................................................................................................................................... 53 3.4 Comparative analysis of the focal airlines on the basis of business model canvas.......................54 3.4.1 Value proposition..................................................................................................................54
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