Investigation on Evaluation of Core Competitiveness of Airlines Based on Gray Theory

Transcription

1 660 Proceedngs of the 7th Internatonal Conference on Innovaton & Management Investgaton on Evaluaton of Core Compettveness of Arlnes Based on Gray Theory Ma Luyan, Wang Xaoy, Zhao Xng, Chao Hu School of Computer and Informaton Engneerng, Bejng Technology and Busness Unversty, Bejng, P.R.Chna, (E-mal: Abstract On the bass of deeply nvestgatng the core compettveness of enterprse, the evaluaton ndcators system for core compettveness of arlnes determned by combnaton Delph method n System Engneer and Prncpal Components Analyss whle the weght to each evaluaton ndcator determned by means of Analytc Herarchy Process to, the model of evaluaton of core compettveness of arlnes based on Gray Theory s establshed and, through emprcal research on the nstance of Chna Eastern Arlnes, the effectveness of the above model s testfed. Key words Arlnes; Core compettveness; Analytc Herarchy Process; Gray theory Introducton Wth globalzaton of world economy and the acceleraton of Traffc Rghts openness process, the Chna s arlnes are facng enormous challenges. Therefore, how to obtan the long-term stable strength n competton has become the problem whch requres to be urgently nvestgated and solved for all arlnes. And t s beleved that the soluton les n the enhancement the core compettveness of enterprses. C.K. Prahalad and Garry Hamel pont out that core compettveness s the cumulated knowledge n organzaton, especally the knowledge about how to coordnate dfferent producton sklls and ntegrate the knowledge of all schools organcally. It s mpossble to drect enterprses to noursh and mprove core compettveness unless enterprses are provded objectve and thorough evaluatons []. Due to the sgnfcance of evaluaton on enterprses core compettveness, nvestgatons conducted by scholars home and abroad are gradually becomng emprcal orentaton rather than theoretcal. Currently, Evaluaton methods of core compettveness can be dvded nto four categores: non-quanttatve analyss, sem-quanttatve analyss, quanttatve analyss and combnaton of sem-quanttatve and quanttatve analyss [2]. Qualtatve analyss of the evaluaton of ethnc culture toursm resources n Wulng mountan area of Chna was conducted by Ouyang Dann [3]. Sem-quanttatve analyss of sde slope stablty was ntroduced by Peng Guangyao who utlzed the nstance of a sde slope n Nanjng [4]. Calculaton of patents was used by Patel to measure core compettveness of enterprses [5]. the component-structure method of combnaton of sem-quanttatve analyss and quanttatve analyss was exploted by Henderson to accomplsh the evaluaton of ndcators after component ablty and structure ablty ndcators are constructed respectvely [6]. As for ths artcle, on account of the most factors whch nfluences core compettveness beng ambguous and gray, the method frst adopted s combnaton of Delph method and Prncpal Components Analyss to determne the evaluaton ndcators system for core compettveness of arlnes whle the one second adopted s Analytc Herarchy Process whch s utlzed to determne the weght to each evaluaton ndcator, so that, based on Gray Theory, the model of evaluaton for core compettveness of enterprses can be establshed, whch, furthermore, uses arlnes ndustry as research target to evaluate and testfy the model, amng to offer an effectve approach to evaluate the core compettveness of enterprses. 2 Evaluaton Indcators System for Core Compettveness of Arlnes Indcators system s the benchmark of core compettveness. Thus, only by scentfc and complete ndcators system can evaluatons for core compettveness be obtaned objectvely and correctly; only adoptng feasble and exercsable ndcators can quanttatve results be possessed; moreover, only after the comparably quanttatve results are owned can t be possble to effectvely support the correct decsons of enterprses [7]. Therefore, scentfcty, systematcness, comparableness and practcablty should be compled when the ndcators system s establshed. Besdes, the prncple of ntegraton of dynamc and statc methods should be followed smultaneously. Accordng to the above prncples whle on the bass of a plenty of references, arlnes core compettveness ndcators system s ascertaned as follows: () Human Resource, ncludng the followng four ndcators: employee educaton level, average

2 Proceedngs of the 7th Internatonal Conference on Innovaton & Management 66 employee tranng expenses per year, employee professon composton and employee loyalty. (2) Technology level, ncludng the followng sx ndcators: technology nnovaton ablty, nformaton technology utlzaton rato, nformaton technology nvestment growth rate, safe operaton technque, arcraft repar technque and transport technque support. (3) Marketng ablty, ncludng the followng seven ndcators: market share, navgable ctes and arports, brand value, market response ablty, market expanson ablty, enterprse socal mage and consumer loyalty. (4) Management ablty, ncludng the followng four ndcators: strategc plannng and decson ablty, strategy mplement and control ablty, organzaton structure reasonableness and management ablty of core qualfed personnel. (5) Operaton performance, ncludng the followng fourteen ndcators: daly arcrafts utlzaton rato, human-computer rato, load factor, transport total turnover, occupaton rate, prme operatng revenue, net proft, average growth rate of prme operatng revenue n latest three years, average growth rate of net proft n latest three years, assets and labltes rato, net asset, net asset proft rato, total asset proft rato and allover labor productvty. (6) Enterprse culture, ncludng the followng ten ndcators: members dentty, team sgnfcance, concern for human, unt dentty and control, rsk tolerance degree, remuneraton standard, conflct tolerance degree, approach-result tendency and system openness. (7) Servce level, ncludng the followng four ndcators: arlnes' on-tme arrval rate, passenger cabn servce level, arcraft hardware facltes and land servces level. On the bass of ntal ndcators system, Prncpal Components Analyss s adopted to analyze ndcators n each herarchy n order to extract prmary ndcators, whch eventually determnes the evaluaton ndcators system for the core compettveness of arlnes. Dsplay as table. Table Evaluaton Indcators System for the Core Compettveness of Arlnes Frst level Frst level Indcators Second level Indcators Second level Indcators Indcators Human U Resource employee educaton level V Employee professon composton V 2 daly arcrafts utlzaton rato V 5 human-computer rato V 52 Technology U 2 level employee loyalty V 3 load factor V 53 Operaton Technology nnovaton performance U 5 transport total turnover V ablty V 54 2 nformaton technology nvestment growth rate V 22 arcraft repar technque V 23 transport technque support V 24 occupaton rate V 55 average growth rate of prme operatng revenue n latest n latest three years V 56 members dentty V 6 Marketng U 3 ablty Management ablty U 4 market share V 3 team sgnfcance V 62 navgable ctes and arports V 32 Enterprse culture U 6 concern for human V 63 market response ablty V 33 unt dentty V 64 consumer loyalty V 34 control V 65 strategc plannng and decson ablty V 4 organzaton structure reasonableness V 42 management ablty of core qualfed personnel V 43 Servce level U 7 passenger cabn servce level V 7 arcraft hardware facltes V 72 land servces level V 73

3 662 Proceedngs of the 7th Internatonal Conference on Innovaton & Management 3 Evaluatons for Core Compettveness of Enterprses Based on Gray Theory 3. Gray evaluaton Gray Evaluaton approach evolved from Grey Theory, whch was proposed by the Chna s notable scholar Deng Julong n 982 and used as a knd of fresh method to nvestgate small amount of data and poor nformaton uncertan problems. Accordng to the evaluaton ndcators system n Table, U s assumed to represent frst level ndcators set of U, notng as U = { U, U2, L, Um} ; V = ( =,2, L m) ; represents second level ndcators set, notng as V = { V, V2, L, Vn}( j =,2, L, n ). Therefore, the concrete steps of Gray Evaluaton are as follows: () Desgn grade standards for evaluaton ndcators (2) Determne the weght of ndcators U and V j : frst level ndcators weght vector A = ( a, a2, L, a ), where a 0, a = ; And second level ndcators weght vector w = ( w, w2, L, wj) where = wj 0, wj =. j (3) Calculate evaluaton sample matrx. Assume there are q valuators, thus d d2 L dq L L L L d n d n L d 2 2 2nq d 2 d 22 L d 2q L L L L D = d 2n d n d n2q L L L L d m d m2 L d mq L L L L d mn m d mn m 2 L d mn m q (4) Determne evaluaton Gray Scale and calculate coeffcents of Gray Evaluaton Assume sequence number of evaluaton Gray Scale s e ( e=, 2, L g) ; defne weghted functons as f e ; Gray Evaluaton coeffcent of evaluaton ndcator V j whch s belong to the poston of e n the evaluaton Gray Scale, notng as X je ; X je = fe( djq), q [, p] () The total Gray Evaluaton numbers belongng to each evaluaton Gray Scale are noted as X j, Therefore X j = X, je e [, g] (2) (5) Calculate Gray Evaluaton weght vectors Gray Evaluaton weght of the e th Gray Scale whch s clamed by evaluaton ndcators V j, notng as r je X je rj = ( rj, rj 2,, rjg ), rje = (3) xj Each Gray Scale evaluaton weght vector of evaluaton ndcators V j are noted as r j ; After ntegratng every Gray Scale evaluaton weght vector of evaluaton ndcators V j whch s belonged to the second evaluaton ndcator V, we get ts Gray Scale evaluaton weght R r r r r 2 g r r r r g R = = M M rn rn rn2 rng (6) Conduct an ntegrated evaluaton for V. The result s B B = A R = b, b ( 2,, bg )

4 Proceedngs of the 7th Internatonal Conference on Innovaton & Management 663 (7) After the ntegrated evaluaton for U, calculate the Gray Evaluaton weght matrx B of each evaluaton Gray Scale correspondng to ndcators U whch belongs to U. B b b b 2 g B2 b2 b22 b2g B = = M M Bm bm bm2 bmg Evaluate U ntegrally and note the results as F, thus A R A2 R2 F A B A = = = ( f, f2,, f g ) M Am Rm (8) Provde the ntegrated evaluaton of evaluated object as well as concluson. T Z = F C The ntegrated evaluaton of evaluated object s Z, Gray Scale equvalent vector s C. 3.2 Re-obtan weghts based on AHP Analytc Herarchy Process ( AHP for short) was frst proposed by the notable operatonal researcher T.L.Satty n 970s whch was a mult-targets and mult-norms decson analyss method. [8] The basc dea of AHP s that through dvdng an ntrcate engneer problem nto ts consttuted factors and groupng these factors by domnance relatonshp, the Order Increased Herarchy Structure can be bult so that the relatve sgnfcance of each factor n each herarchy can be determned by comparson between any two of them. And then t generates judgment matrx through Nne Scales Method to calculate the weght of each factor whle testfes the reasonableness of the consstence of judgment matrx so that the entre sequencng of relatve sgnfcance of decson factors s determned. The basc steps to obtan weghts of attrbutes by AHP are as follows: Construct the judgment matrx of ndcators weghts. Calculate coeffcents of ndcators weghts. Calculate the maxmum egenvalue of judgment matrx and testfy ts consstence. 4 The Applcaton of Gray Theory on Evaluaton of Core Compettveness of Arlnes 4. Acquston of evaluaton data Accordng to evaluaton ndcators system of core compettveness of arlnes, questonnares that nvestgate the core compettveness were desgned for Chna Eastern Arlnes (CEA) and evaluators were nvted to score the above 28 ndcators by (5,4,3,2,) whch means (great, good, average, poor, bad) respectvely. As a result, 76 vald questonnares were obtaned and one thrd of them came from the employees of CEA whle the rest from forum of cvl avaton communty. Fnally, 70 questonnares are used as evaluaton data through selectons. 4.2 Acquston of each ndcator s weght through AHP Here, judgment matrx s acqured agan accordng to experts re-score for the ndcators n Table. Results are as follows: A = [,4,0.5,0.3333,0.2,,0.5;0.25,,0.2, ,0.25, ,;2,5,, ,0.2,3,; 3,3,3,, ,5,5;5,8,5,3,,5,5;,3, ,0.2,0. 2,,;2,,,0.2,0.2,,] B = [,3,; ,,0.5;,2,] B 2 = [,5,3,;0.2,, ,0.2; ,3,,0.5 ;,5,2,] B 3 = [,3,4,5;0.3333,,3, 3;0.25, ,,3;0. 2,0.3333,0.3333,] B 4 = [,6,4;0. 429,,0.2; 0.25,5,] B 5 = [,3,0.2,,,0.429; ,,0.3333,,, 0.2;5,3,, 3,3,0.2;,,0.3333,,,0.2;,,0.3333,,,0.2;7,5,5,5,5, ] B 6 = [,2,0.5,0.2,0.3333; 0.5,, ,0.2,;2,3,, ,4;5,5,3,,6;3,,0. 25,0.667, ] B = [,3,5; ,,2;0. 2,0.5,] 7

5 664 Proceedngs of the 7th Internatonal Conference on Innovaton & Management Calculate the weghts by Analytc Herarchy Process and results are dsplayed n Table 2: Table 2 Indcators Weght of Core Compettveness of Chna Eastern Arlnes Frst Level Indcators Weght Second Level Weght Frst Level Weght Frst Level Indcators Weght U U U U Indcators Indcators V U V V V V V V V V V V V U V V V V V V V V V V U V V V V V V Evaluaton results analyss As the concrete steps of Gray Evaluaton are followed, the ntegrated scores of core compettveness of CEA s calculated accordng to sample matrx and after dsposal of normalzaton, the ntegrated score of CEA s Therefore, the core compettveness of CEA s good. To testfy the effectveness of Gray Evaluaton, Analytc Herarchy Process s smultaneously used to evaluate the core compettveness of CEA and the eventual result s 0.592, whch also belongs to good. As a result, the evaluaton method based on Gray Theory s feasble. 5 Conclusons Due to the factors that nfluence the core compettveness of enterprses are gray, ambguous and hard-to-quantfcaton n most cases, the model based on Gray Theory whch s used to evaluate the core compettveness of arlnes ndustry s establshed on the bass of ndcators evaluaton system of core compettveness for arlnes ndustry, and through testfcaton of AHP, the method s proved to be effectve and feasble, demonstrated by the evaluaton results. References [] Prahalad C.K., Hamel G. The Core Competence of the Corporaton[J]. Harvard Busness Revew, 990, (5/6): [2] Chen Jn, Wang Y, Xu Qngru. Core Competence of Corporaton: A Lterature Revew[J]. Scence Research Management, 999, 9(5): 3-20 (In Chnese) [3] Ouyang Dann. Evaluaton of Ethnc Culture Toursm Resource for Wulng Mountan Area[J]. Journal of Hube Insttute for Natonaltes (Phlosophy and Socal Scences), 996, 4(3) (In Chnese) [4] Peng Guangyao, L Xaozhao, Zhao Xaobao. A Sem-quanttatve Method of Evaluaton of Slope Stablty[J]. Journal of Dsaster Preventon and Mtgaton Engneerng, 2007, 27(4) (In Chnese) [5] Patel P., Keth P. The Technologcal Competences of the World s Largest Frms: Complex and Path-dependent[J]. ResPol, 997, (26): 4-56 [6] Henderson R., Cockburn. Measurng Competence Explorng Frm Effects n Pharmaceutcal[J]. Strategc Management Journal, 994, 5(8): [7] Qao Yunxa. Evaluaton and Analyss on Core Compettveness of Chna Commercal Share Banks[J]. Modern Economc Scence, 2006, (5): (In Chnese) [8] Zhao We, Yue Dequan. Algorthm of AHP and Its Comparson Analyss[J]. Mathematcs n Practce and Theory, 995, 25(): (In Chnese)