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1、Jet Blue Offers Budget Travel飞机场上的较量vAnchor 30 months ago, David Nelleman had a very detailed business plan, 130 million dollars and a fair amount of experience starting up low-cost airlines. Today, hes got a 1.9 million dollar publicly-traded company thats shaking up the airline industry and breath
2、ing a bit of fresh air into airline travel.vI sat down with him recently at New Yorks JFK Airport, and began by asking him what he was trying to accomplish, with his young upstart Jet Blue.主播v30个月前，大卫尼尔曼想出一个周详的商业 计划，用1.3亿美元和丰富的经验来创办经济 型航空公司。今天，他已经拥有一个价值19 亿美元的上市公司，震惊了航空界，给空中 旅行带来些许新鲜空气。v我们坐在纽约JFK机场开
3、始了采访，最先问 的就是他和他年轻的公司想达到什么目标。vDavid Neeleman What we are trying to do with Jet Blue is what we call, you know, the old adage(格言) is if you build a better mouse trap, people will be packed at your door, and what we try to do is to create the best coach products in the industry. It creates word of mout
4、h, creates people wow its amazing, Im gonna, you know, tell everybody about this.v大卫尼尔曼 我们Jet Blue公司所做的就是实践一句老话， 如果你的老鼠夹做得比别人好，上门的人就 会络绎不绝。我们努力为航空业创造最好的 经济型产品。它树立了口碑，人们为它叫绝 ，“哇，真令人惊奇，我要告诉所有人。”ReportervFrom passengers to aviation insiders, to Wall Street analysts, Jet Blue Is the buzz of the airline
5、industry, offering budget travel with a twist. The security of brand-new planes, the comfort of leather seats, the entertainment of free satellite televisions at each seat, all for a discounted price, as much as 65% lower than the competition.vCEO David Neeleman insists his cheap but sheik airline h
6、as just found smarter ways to please passengers and cut costs. Those seats, leather is easier to clean, and lasts twice as long as fabric. Those planes, they are not just new, but all one model Airbus A-320s which means lower training and maintenance costs. And the live digital TV, well, Neeleman sa
7、ys its worth the cost, Passengers love it.vJet Blue only took to the skies in February of 2000, but it has already outperformed its rivals, turning a profit of nearly 40 million dollars in 2001.记者v从旅客到航空界业内人士，乃至华尔街分析家，Jet Blue是航空界热门 话题，带给你不一样的廉价旅行。崭新的飞机安全可靠，真皮座椅安逸 舒适，每个座位都有免费卫星电视以供娱乐，而且还全面打折，要价比 同行竞
8、争者低65%。v公司总裁大卫尼尔曼坚持产，他的价格低廉但却充满魅力的航空公司发 现了更精明的办法满足顾客、降低成本。这些真皮座椅更容易清洗，使 用寿命是纤维制品的两倍。飞机不仅是崭新的，而且都是“空中客气”A- 320型客机，这意味着培训和维修费用降低。尼尔曼说，数字直播电视 的钱花得也值，因为顾客喜欢它。 Jet Blue2000年2月才开始运营，但是它已经超过了对手，2001年的利 润约达4000万美元。 ReportervSo how in your second year of operation, and in one of the toughest years the airlin
9、e industry has ever seen, will you able to achieve profitability?v记者 在Jet Blue运营的第二年，也就是在航空业日 子最难过的一年中，你是如何做到赢利的？ David NeelemanvNumber one, I think we put together a great business plan and we really did create a better mouse trap in that we created this better product with the lowest cost in the i
10、ndustry and going lower. Because we get better economies, as we get bigger. vOur revenues are up, our costs are down. We made money. But we not only made money, we made money in every single quarter of last year, and we made it without the help of government aid. We did get the government aids money
11、 that they distributed, but if you X that, we still made a profit last year.大卫尼尔曼v首先，我认为我们整合了一个漂亮的商务计划，而 且真正做出了一个更完善的“老鼠夹”，即产品质量 更好，在航空业中的成本最低，而且还会更低。因 为随着公司的壮大，经济环境也改善了，收入增加 ，成本下降。我们去看不仅赚了钱，而且是每个季 度都盈利，我们没有政府帮助就成功了。我们的确 得到了政府发的资助，但是如果没它，我们去年也 能盈利。ReportervNeelemans carefully crafted business model,
12、 is at the heart ot Jet Blue success. One key element is his choice of airports. With the exception of its home base, New Yorks JFK, Neeleman avoids the big congested hubs. Jet Blue is coming and going at Long Beach airport, 22 miles outside Lo Angeles too. Looking for a West Coast base, Jet Blue se
13、cured 27 of the airports unused flight slot, and planned to fill them by the summer of 2003. But now this sleepy little airport has become a hotspot in the latest airline industry showdown. Other airlines protested Jet Blues control of empty slots. Certainly eager to add slots ( 时间段) and flights of
14、their own. American and Alaskan Airlines ultimately won rights to seven of Jet Blues slots on a temporary basis. Jet Blue accelerated its plan, adding 17 flights by this fall. As airline industry competition heats up, this may be a sign of more big battles at little airports to come.v尼尔曼精心打造的商业模式是Je
15、t Blue取得成功的核心。一 个关键要素是他对飞机场的选择。除了在纽约JFK机场的总 部基地，尼尔曼避免拥挤的大型机场，寻求一个西海岸基地 。Jet Blue在离洛杉矶22英里的长滩飞机场起降。Jet Blue 订下了这个机场27个空闲时间段，计划在2003年夏天前都 派上用场。但是目前这个沉睡的小机场成为航空界一决雌雄 的抢手货。其他航空公司反对Jet Blue控制空余的飞行时间 段，突然急切地想增加自己的时间段和航班。美洲航空公司 和阿拉斯加航空公司最终只是暂时性地获得了Jet Blue的7个 时间段。Jet Blue公司加速了计划，今年秋季之前将增加17 条航线。航空业竞争打得火热，这
16、也许预示着小飞机场上将 有一场大战。vIn yet another sign that Jet Blue has hit the big time, it just announced the creation of its own frequent flyer program, called True Blue. IN a typical Jet Blue fashion, its just a bit different from the miles awarded at the big airlines, Jet Blue passengers receive points, and until the end of the year, double points for booking on their website. A hundred points earns a free roundtrip flight anywher
