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确保已正确引用所有引号，并根据要求您遵守的风格要求完成了参考书目。 Your bibliography is very important as evidence of your research and wider reading, and to demonstrate that you recognize the importance of acknowledging sources. A bibliography should never be a rushed, last-minute task, but rather should evolve naturally, as your research does. As previously stated, noting full publication details of every book you consult at the time will help enormously with this. Other pages related to this section与本节相关的其他页面: How to Format a Bibliography And finally. Remember that your essay is a response to a suggested idea. Different academic disciplines will, of course, require different content but no matter what you are writing about your argument should be clear, coherent, well-referenced, and appropriately structured. You need to follow any instructions carefully, especially those relating to style and word count. Bear in mind that, although you are answering a question, you are writing to engage a reader's interest so try to combine thorough, factual, research with an engaging and interesting style - it is your aim to compile an essay that will both inform and entertain. Think of the engagement of your reader's interest as a challenge which your essay will meet. Remember, your essay will be one of many that is read by your tutor/teacher/examiner and making your work stand out is an obstacle to overcome! 写一篇好的ESSAY的能力是一项很难掌握但并非不可能的技能，一旦获得，甚至可以成为一种享受：“祝你好运”！  范文 Brand management project: Jetstar Airways Introduction Jetstar Airways was established by Qantas in 2003 and is an airline that put an emphasis on low cost airfares (Seatmaestro, n.d.). Jetstar’s idea was to have an airline that provided cheap airfares an no frills for their customers. There were also other airlines that were targeting consumers looking for inexpensive flights. This was being done by Qantas’s competitor, Virgin Blue. Jetstar Airways, along with Jetstar Asia, Jetstar Pacific and Jetstar Japan are part of the Jetstar Group which is one of Asia Pacific’s fastest growing airlines (Jetstar, n.d.). In 2004, Jetstar commenced its domestic operations in Australia (Jetstar, n.d.). The following year, Jetstar started operating flights to Christchurch, New Zealand from Sydney Australia. It wasn’t until 2009 that Jetstar offered domestic flights within New Zealand. In 2006, Jetstar showed Australia their innovation by being the first airline to allow their customers to select their seats when booking their flights (Seatmaestro, n.d.). Jetstar’s innovation didn’t stop there, in 2010 they went on to be the first airline to offer Apple iPad’s for inflight entertainment (Seatmaestro, n.d.). Seeking new ways to offer customers an enhanced experience, Jetstar introduced 5 turboprop Bombardier Q300 for their New Zealand regional services in December 2015 (Seatmaestro, n.d.). Today, Jetstar’s fleet across Australia and New Zealand consists of 72 aircrafts (Jetstar, n.d.). Jetstar had a rocky start when they launched in New Zealand. There were delays to their flights on the day of the launch and months that followed (Bradley, 2015). Along with the delays, they faced public backlash with customer complaints coming in strong. A website and Facebook page were created for disgruntled customers to share their complaints and urge others not to fly with Jetstar. “Between flights not departing or arriving on time, extra fees, no free food, and customers saying that they were receiving poor service, their reputation in New Zealand was not the best.” (McQuillian, 2015). In response to the many customer complaints, Jetstar put their focus towards changing its image in New Zealand. This change to the brand involved communicating with their customers how low-cost airlines operate, promoting their increased functionally and contributing to the New Zealand environment. This promoted the Jetstar brand as more mature after its rocky start six years prior in 2009 (Bradley, 2015). Internal Elements of the Brand Brand Vision Jetstar’s brand vision is to “make the world more accessible” (Jetstar, n.d.). This vision sets the tone of Jetstar’s culture, expressing that they are an affordable airline. The vision communicates their aspirational goal which is to provide an opportunity for people to fly wherever they want, whenever they want at all times at a very affordable and realistic price. (Jetstar, n.d.). This sets Jetstar apart from their competitors and defines why they exist. After Air New Zealand announced that they were dropping its New Zealand regional flights prices, Jetstar were quick to respond. Sticking to their vision, they offered consumers to beat any fare by 10% . Values Jetstar’s brand values are “being safe and responsible, being efficient, having a consistently can-do attitude, working as one team, being passionate about enjoyment and genuinely caring” (Jetstar, n.d.). These values attribute to the culture of Jetstar. They underpin positive behaviors that distinguish their brand. These values also support Jetstar’s strategic vision to be the best low fare airline (Qantas Group, 2018). Beliefs A brand belief is something that people can admire and respond to, a way to connect with consumers (Bembridge, 2012). Jetstar’s brand beliefs are diversity, collaboration and inclusion (Jetstar, n.d.). These beliefs are a strength to Jetstar as they enable people to feel as though they belong and are valued regardless of their differences. Understanding that everyone is unique and implementing an inclusive ethos has worked well as a business strategy for Jetstar. Jetstar works hard to meet the needs of their customers and also the well-being of the Jetstar staff. (Caballero, 2016, as cited in Llopis, 2018). Therefore, these beliefs aid Jetstar’s brand as authentic and open. Language the Brand Commonly uses The language that Jetstar commonly uses is reinforcement of their low-costs. In their advertising, public relations and social media, they are constantly re-iterating that they provide low fares which makes the world more accessible. Jetstar use this language to help execute high-impact communication with their consumers about their affordability. This language helps to develop the feeling and understanding that with Jetstar you get only what you need and pay for in order to keep fares low and the world at your fingertips. The tone of language that Jetstar uses to establish their brand personality is upbeat colloquial. Their ads are casual and fun, using everyday people with the odd joke to engage with their audience. Brand Behavior As Jetstar focuses on leisure markets, their customers only pay for what they need. They do not offer anything additional such as tea and coffee without the customer having to pay for this service. This behavior is how Jetstar keep their flights at low-cost . As well as providing low-cost airfares, Jetstar also strive to provide high level of customer satisfaction in everything they do (Jetstar, n.d.). To achieve customer satisfaction, Jetstar have a 10-point customer guarantee; Your safety is our highest priority We commit to provide the lowest fares with our ‘Price Beat Guarantee’* Our team are always here to help, 24 hours a day, 7 days a week We’ll let you know your choices if your flight is changed before you travel We’ll keep you updated and provide options if things don’t go to plan on the day You will get what you paid for You can have confidence in how quickly we will respond to an issue You can have confidence in how quickly we will refund your money We share your passion for protecting our environment We commit to the privacy of your personal information (Jetstar, n.d.) Theses 10 points center around providing open, and honest customer service. Listed at number one on the 10-points is safety. Safety is something Jetstar take very seriously and have as their highest priority. “Safety is of the utmost importance and there is always ongoing effort to improve and ensure injuries, illness, accidents and incidents are prevented. This is done by implementing successful safety management systems, high caliber processes and a robust safety culture” (Qantas Group, 2018). This behavior of Jetstar has seen them ranked as one of the top 10 safest low-cost carriers in the world for 2018 as rated by an aviation safety and product rating website Airlineratings.com (“World’s safest airlines for 2018: Qantas, Jetstar, Virgin Australia”, 2018). Another way that Jetstar uses to provide customer service is adopting latest technology. They were the first airline to provide online seat select and offer inflight entertainment on iPad. More recently, they have adopted artificial intelligence technology to provide their customers with a virtual assistant. Jetstar’s virtual assistant, Jess, can answer customer queries immediately. “We acknowledge that time is precious for all of our customers and Ask Jess is a great tool that quickly and efficiently answers any questions that our customers may have (Koczkar, 2018, as cited in Jetstar, 2018). Jess operated on both the Jetstar website and Facebook page. Launching these technologies helps Jetstar to deliver to their customers. In conclusion, Jetstar’s brand behavior is based on their customers and on safety. |
