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总第四十四期 / 2013年12月
Issue NO. 44 / Dec. 2013
P18巴航工业首架莱格赛 450 完美首飞Legacy 450 Makes Successful First Flight
4
卷首语
A Word from the President
中国市场快讯
China Market News Express
全球市场快讯
Global News Express
首架在华组装莱格赛650成功完成内设飞行
HEAI's First Legacy 650 Completes Cold Soak
Flight
巴航工业首架莱格赛450完美首飞
Legacy 450 Makes Successful First Flight
P06
P08
P14
P16
目 录Contents
P24
欢迎扫描加“巴西航空工业公司”微信为好友
P24
P30
巴航工业树立公务机产业新标杆
Raising the Bar
巴西蔚蓝航空开创巴西民航市场的蓝海
Azul Unlocks the Blue Sea in Brazil's
Civil Aviation
巴航工业的飞机融资支持
On Embraer's Sales Finance Support
巴航工业低成本航空模式媒体座谈会
LCC Media Seminar by Embraer China
P18
P38
P41
5
www.embraer.com.cn
巴航工业首架莱格赛450完美首飞
2013年12月28日，巴航工业最新研发的莱格赛450轻中型喷气公务机成功完成首飞。巴航工业的试飞员
及试飞工程师在长达1小时35分钟的飞行中对飞机的操作和性能特性进行了评估。莱格赛450是全球首款
采用全电传操纵技术的轻中型公务机，拥有同级别机型中最为宽敞的客舱和行李空间。
Legacy 450 Makes Successful First Flight
本期焦点Highlights in this Issue
P18
P30 巴西蔚蓝航空开创巴西民航市场的蓝海
2008年12月，巴西蔚蓝航空以E-喷气系列飞机作为启动机型正式开始运营。创始人大卫·尼尔曼制定差异
化的市场战略，避开与国内两大航空企业的正面交锋，利用旗下机队的合理座级优势，以高频次的直达
航班服务赢得市场，在“蓝海”中走出一片天地，并得以在由塔姆航空和戈尔航空垄断的巴西民航市场
中成长壮大，成为巴西第三大航空公司。公司现役机队中有70余架E-喷气系列飞机。
Azul Unlocks the Blue Sea in Brazil's Civil Aviation
In December 2008, Azul started revenue service with Embraer E-Jets. Its founder, Mr. David Neeleman, acquired Embraer’s right-sized aircraft to introduce a differentiated product offering that gave customers high-frequency nonstop flights between secondary cities. The airline avoided competing head-on with the country’s two largest airlines. Years later, Azul not only successfully found its place in the "Blue Sea", it also thrived in a country dominated by TAM and GOL. Azul has become the third largest carrier in Brazil and has more than 70 E-Jets in its fleet.
December 28, 2013 – Embraer E x e c u t i v e J e t s ' n e w e s t aircraft, the Legacy 450, made a successful first flight. Embraer test pilots flew the aircraft for one hour and thirty-five minutes, evaluating its handling and performance characteristics. The Legacy 450 is the first business aircraft in its segment with Full Fly-by-wire technology and has the roomiest cabin and baggage space in its category.
2013年12月底，巴航工业迎来公务机业务的又一重要里程碑——莱格赛450成功完成首飞！这也标志着全球首
款采用全电传操纵技术的轻中型公务机正式面世。
自2000年巴航工业决定进军公务机产业之初，公司即致力于通过提供独一无二的产品和服务跻身全球公务
航空的领军企业。秉承不懈创新、客户满意至上的宗旨，辛勤耕耘十余载，巴航工业公务机已经树立了行业新标
杆，并为全球各界菁英所青睐。其中，莱格赛650大型公务机在中国的首位用户、国际著名影星成龙先生，更因对
巴航工业及其公务机产品的信任，于2013年10月再次成为莱格赛500中型公务机在华启动用户。我们相信巴航工
业公务机产品必将成为成龙先生在全球不断发展电影事业、开展慈善活动的理想座驾。
四十载砥砺奋进，从最初生产19座的涡桨飞机到成为全球130座级及以下商用飞机的最大制造商，巴航工业
在商用航空领域实现了跨越式的发展。但公司并未止步于此。2013年6月，公司宣布推出全新的E-Jets E2系列飞
机并随即引起强烈的市场反响，赢得了来自全球多个航空公司共计365架确认及意向定单！
植根中国航空市场，希冀与中国航空事业同发展，是巴航工业恒久不变的理念。回首2013年，无论是积极推
卷首语 A Word from the President
At the end of December 2013, Embraer reached an important milestone in its executive jets program - the successful
maiden flight of the Legacy 450. The event was also the debut of the world's first mid-light executive jet with a full fly-
by-wire system.
When Embraer decided to enter the executive aviation segment in 2000, it committed itself to being one of the world’s leading
manufacturers by offering unique products and services. After thirteen years of relentless efforts in innovation and customer
satisfaction, Embraer Executive Jets has set a new benchmark for the industry. It has also become the aircraft of choice
among elite global travelers in many industries that include Mr. Jackie Chan, world renowned movie star and launch customer for
the Legacy 650 in China. His trust in Embraer and its executive aircraft products resulted in his acquisition of a midsize Legacy
500 in October 2013. We believe that Embraer executive jets will be the ideal partner for Mr. Chan in his film career and
charitable activities around the world.
Over the last forty years, Embraer has made many forward leaps in developing the global commercial aviation market. It has
become the world's largest manufacturer of commercial jets up to 130 seats. However, the company has not rested on its
laurels. In June 2013, Embraer announced E-Jets E2, the next generation of its best-selling E-Jets family, which gained a lot
of attention from the market when the program was launched with 365 orders and additional commitments from customers.
6
Our pledge for the future has not changed. We continue our goal of developing the true potential of the country’s aviation
industry by working in parallel with government, our partners and our customers. Looking back on 2013, we worked hard in the
pursuit of that goal. Together with HEAI, we made tremendous advancements with the Legacy 600/650 program and saw the
first Legacy 650 take flight. This is a truly great achievement since it was the first large business jet ever assembled in China.
We also co-organized the China Regional Aviation Forum 2013 with the Civil Aviation Management Institute of China. The event
provided a rich platform for delegates from government and colleagues from around the world to have in-depth discussions on
hot topics concerning regional aviation.
When I look at our efforts over the last decade, every step forward has been because of the never-ending commitment of our
Embraer staff. Of course, we could never have come this far without the support of our partners in government, business and
especially our customers. I extend my personal thanks to everyone.
As the New Year approaches, and on behalf of all of the employees of Embraer China, I wish you good health and prosperity in
the New Year.
点议题展开探讨的平台，巴航工业始终践行着对中国市场及客户的承诺，并持续推动中国航空事业的全面发展。
时光荏苒。回首公司在华十三载发展历程，每一步前进，既源于巴航工业全体员工的不懈坚守，亦得益于相
关政府部门、合作伙伴及客户的鼎力支持。骏马奔腾踏坦途，值此辞旧迎新之际，我谨代表巴航工业全体员工祝
各位同仁在新的一年承载新的梦想，御风而行，以游无穷！
巴西航空工业公司高级副总裁
兼大中华区总裁
Senior Vice President of EmbraerPresident of Embraer China
7
进哈尔滨安博威莱格赛600/650项目，并成功完成国内首架由中外合资
组装的大型公务机的首飞；还是与民航院校携手举办2013中国民航支线
航空论坛，搭建相关政府领导、全球业界专家共聚一堂就支线航空的热
8
总况
截至 2013 年 12 月 31 日，巴西航空工业公司中国市场确认
定单总数为 166 架，其中包括 46 架 ERJ 145，85 架 E190 及
35 架公务机，其中 147 架飞机已交付客户使用。
Order Book Summary
As of December 31, 2013, Embraer had logged 166 firm orders from
customers in China - 85 E190s, 46 ERJ 145s and 35 executive jets. Of the
total, 147 aircraft have been delivered.
莱格赛 650 荣膺罗博报告“2013 罗博之选”
2013 年 10 月 24 日 — 在《罗博报告》“2013
罗博之选 • Best of the Best”六周年年度盛
典上，巴航工业莱格赛 650 大型公务机因
集卓越性能及睿智奢华于一体，荣膺“2013
罗博之选”最佳大型公务机。这也是该机
型于 2012 年斩获该奖项后，再度获此殊荣。
“罗博之选 Best of the Best”是全球最顶级奢
侈品杂志《Robb Report》于 1987 年推出的
奢侈品评选，致力于为精英人士推荐最不
容错过的年度产品和优质服务，被誉为“奢
侈品界的奥斯卡”。
莱格赛 650 全球用户涵盖各界菁英。国际著
名影星兼慈善家成龙先生即是该机型在中
国的首位用户。
China Market News Express中国市场快讯
Legacy 650 Named "2013 Best of the Best" by Robb Report
On October 24 – the 6th anniversary of the Robb Report's “Best
of the Best" – Embraer's Legacy 650 was named the best large
executive jet for 2013 for its excellent performance and intelligent
luxury. The Legacy 650 also won the award in 2012.
The "Best of the Best" was launched by the world's top luxury
巴航工业应邀参加中巴两国适航当局 2013 年度工作会议
2013 年 10 月 30-31 日 — 巴西民用航空局航空器适航审定司
（ANAC-ASD）和中国民用航空局航空器适航审定司（CAAC-
AAD） 2013 年度工作会议于中国民用航空局举行，巴航工业应
邀参加了会议。
会议对一系列议题进行了回顾和讨论，包括两国审定局方的规
章及机构变化情况、巴航工业飞机在中国的使用困难报告、巴
航工业飞机对中国民用航空规章第 26 部符合性验证的情况、
巴西民航局对巴航工业颁发的生产许可证延伸至哈尔滨安博威
飞机工业公司的问题、以及巴航工业飞机标记标牌翻译标准化
项目。会议前，根据两国民航局签署的有关民用航空安全领域
的“合作协议备忘录”，两国适航审定局方签署了关于哈尔滨
安博威生产莱格赛 600/650 飞机的“特殊安排”。
10 月 31 日，巴西民航局审定司代表与中国民航局飞行标准司
还举行了会议，商讨在飞行标准领域的合作，包括飞机维修、
飞行员执照认可等。
magazine in 1987 to recognize high-end products and services. The
awards are also known as the "Oscars of the luxury industry."
The Legacy 650 is acclaimed by elite consumers around the world.
In China, the internationally renowned movie star and philanthropist,
Jackie Chan, was the launch customer for the aircraft in China.
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www.embraer.com.cn
Embraer Delivers Five E195s to China’s ICBC Leasing and Brazil’s Azul
November – In November, Embraer delivered the 4th and 5th E195s to
Azul Linhas Aéreas Brasileiras S.A. in accordance with a Letter of Intent for
the sale and lease back of five E195s that Azul signed with China's ICBC
Financial Leasing Co., Ltd. The delivery was a milestone in Embraer's E-Jets
program since it was the first time a mainland China-based lessor provided an
E-Jet operating lease for a non-Chinese airline. The transaction demonstrated
the confidence the Chinese financial leasing community places in Embraer
and its products.
As the wholly-owned subsidiary of the Industrial and Commercial Bank of
China, the world largest bank by market capitalization, ICBC Leasing also
purchased ten Legacy 650 large executive jets including five options in June
2012, in addition to the five E195s.
Azul started revenue service with Embraer E-Jets in 2008. It was a significant
acquisition since the carrier introduced a new business formula by offering
new non-stop routes with high-frequency flights for domestic travelers long
accustomed to multi-stop flights when travelling north-south. To date, Azul
has become the third largest carrier in Brazil with over 70 Embraer E-Jets in
its fleet.
巴航工业完成向工银租赁及巴西蔚蓝航空五架 E195 飞机
的交付
2013 年 11 月 — 根据工银金融租赁有限公司与巴西蔚
蓝航空公司签署的五架 E195 飞机售后回租合作意向书，
2013 年 11 月，巴航工业向巴西蔚蓝航空交付了第四及第
五架 E195。五架 E195 的成功交付对于巴航工业 E- 喷气系
列飞机项目而言具有突破性意义，这是中国内地租赁公司
首次向中国本土以外的航空公司提供 E- 喷气系列飞机经
营性租赁服务，充分表明中国租赁行业对巴航工业及其产
品的信任。
工银租赁是全球市值最大的银行——中国工商银行股份有
限公司的全资子公司。除五架 E195，工银租赁于 2012 年
6 月购买了 10 架莱格赛 650 公务机（包括五架承诺定单）。
2008 年，巴西蔚蓝航空以 E- 喷气系列飞机作为启动机型
正式开始运营，并由此为巴西的航空运输市场带来重大变
革。此前巴西国内旅客已习惯于南北飞行途中多站点经停，
而蔚蓝航空则全面取消经停、以高频次航班频率为旅客提
供直达航班。目前，蔚蓝航空已成为巴西第三大航空公司，
现役机队中有 70 余架 E- 喷气系列飞机。
2013 CAAC-Embraer-ANAC Annual Working Meeting
signed by the CAAC and ANAC before the meeting following an air safety cooperation MoU
signed by the two civil aviation authorities.
ANAC-SAR had a separate meeting with the CAAC Flight Standards Department and discussed
potential cooperation on areas of flight standards including maintenance and pilot license
validation.
October 30-31 – The 2013 annual
working meeting between Brazil's
civil aircraft certification authority
(ANAC-SAR) and the Chinese
civil aircraft certification authority
(CAAC-AAD) was held at CAAC's
headquarters in Beijing on October
30 and 31. Embraer was invited to
participate.
During the meeting, several topics
were reviewed including authority
r e g u l a t i o n a n d o r g a n i z a t i o n
informat ion shar ing, a Service
Difficulty Report of Embraer aircraft
operated in China, CCAR Part 26
compliance, ANAC PC extension to
HEAI, and Embraer aircraft placard
translation standardization programs.
A special provision for the HEAI
Legacy 650 production program was
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巴航工业出席中国—金砖四国高附加值产
品贸易研讨会
2013 年 12 月 5 日 — 巴航工业大中华区首
席运营官萧英扬先生参加了由中国商务部
对外贸易司举办的中国—金砖四国高附加
值产品进出口贸易研讨会，会议旨在研讨
促进扩大金砖国家进口贸易，提升高附加
值产品比重，改善贸易结构，平衡贸易发展。
会议邀请了巴西、俄罗斯、印度、南非四
国大使馆公使衔参赞，中国商务部对外贸
易司商务参赞及各国行业协会与重点企业
等 80 余名参会者。萧英扬代表巴航工业为
与会领导及嘉宾生动讲解巴航工业的悠久
历史及其在中国及全球所取得的业绩，并
展望了巴航工业未来 10 年在中国市场的发
展趋势。会后萧英扬与各国企业领导就相
关潜在合作机会进行深入探讨。
Embraer at the 2013 China Aviation Industry Summit
December 3-4 – Mr. Guo Qing, Vice President of Sales &
Marketing for Commercial Aviation of Embraer China, Mr. Philip
Wang, Director of Airline Marketing for Commercial Aviation of
Embraer China, and Mr. Wang Tao, Director of Sales Finance of
Embraer China, participated in the 2013 China Aviation Industry
Summit sponsored by the Shanghai Society of Aeronautics and
supported by the Commercial Aircraft Corporation of China Ltd.
Philip Wang gave a keynote address on Embraer's development in
China and the E-Jets E2 program. It helped attendees to have a full
understanding of the achievements Embraer has made in the China
market, especially regarding its leadership position in the regional
aviation industry, and Embraer's new product innovation efforts.
巴航工业参加 2013 中国航空工业论坛
2013 年 12 月 3-4 日 — 巴航工业大中华
区商用飞机市场与销售副总裁郭青、航
空市场总监王凤鸣及飞机融资总监王涛
应邀参加了由上海航空学会主办、中国
商飞支持的 2013 年中国航空工业论坛。
论坛期间，王凤鸣应邀就巴航工业在中
国的发展及公司最新推出的 E-Jets E2 系
列飞机发表了主旨演讲，不仅使与会代
表充分了解了巴航工业在中国市场所取
得的成绩，同时强调了公司在支线航空
领域的领先地位以及不懈创新、研发新
产品的综合实力，也进一步增进了巴航
工业与业界同行的交流。
11
www.embraer.com.cn
Embraer at China-BRICS High Value-Added Products Trade Seminar
India and South Africa, the commercial counselor of the Foreign
Trade Division of MOFCOM, and some 80 guests from industry
associations and major enterprises from those countries were
invited to the seminar. Siu introduced Embraer's history and
its achievements in China and around the world, and Embraer's
forecast for China's aviation market. After the seminar, Siu had in-
depth discussion with business leaders from various countries to
seek opportunities for potential cooperation.
巴航工业携手高校培养航空航天人才
2013 年 12 月 4 及 6 日 — 为支持中
国航空航天高等教育事业的发展，自
2006 年以来，巴航工业相继携手中国
民航大学、北京航空航天大学开展奖
学金项目，以表彰热爱航空航天事业、
品学兼优且在科技创新方面有突出表
现的学生。
2013 年 12 月 4 日及 6 日，巴航工业
先后为北京航空航天大学、中国民航
大学 2013 年度优秀学生颁发年度奖
学金。
Embraer Scholarship Programs
December 4-6 – To support the education
of aerospace professionals in colleges,
Embraer has been working with the Civil
Aviation University of China (CAUC)
and Beihang University (BUAA) on
scholarship programs since 2006. The
initiative recognizes students who are
passionate about the aviation industry
and who strive to achieve academic
excellence in their studies of innovation
and technology.
On December 4th and 6th respectively,
Embraer was invited to BUAA and CAUC
to present the scholarships to honorees.
December 5 – Mr. Siu Ying Yeung, COO of Embraer China,
participated in a seminar on the import and export of high value-
added products trade between China and the BRIC countries.
The event was organized by the Foreign Trade Division of the
Ministry of Commerce of China (MOFCOM). The seminar aimed
to promote the expansion of imports to BRIC countries, to increase
the proportion of high value-added products, and to improve the
structure for sustainable trade development.
Ministers and counselors from the embassies of Brazil, Russia,
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巴航工业大中华区 2013 客户支援见面会
2013 年 11 月 4 - 14 日 — 客户支援见面会是巴航工业客户支援与
服务体系的重要构成，旨在通过与客户面对面的沟通，深入了解每
个客户的机队运行信息、分享全球机队运营经验，携手客户优化和
提升机队运营品质，实现客户机队运营效益最大化。
2013年 11月 4 -14日，巴航工业大中华区及总部客户支援与服务团
队、供应商管理团队前往天津航空、南航广州总部及南航新疆分公司、
东航及河北航空的主运营基地进行拜访，举行了客户支援见面会。
会议期间，拜访团队介绍了公司全球客户支援体系及服务提升举措，
分享了 2013年度全球客户满意度调查结果及行动方案、全球 E190
及ERJ145机队的运营及维护管理经验，认真听取客户在过去半年时
间机队运营方面的意见并就相关的供应商管理、维修成本优化、工
程技术及航材支援议题进行了全面、深入的探讨，为用户提供客户
化的解决方案。
巴航工业发动机及重要系统的供应商，如 GE、Parker、R&R、
UTAS、C&D公司的客户支援团队也受邀参加了见面会，充分增强
客户对巴航工业机队安全高效运营的信心，同时也使中国客户的运
营团队能有机会对飞机主要系统的可靠性、特性及状态进行深入了
解，从而有的放矢地制定改进措施，并与供应商共同制定客户化、
整体化的运行支援方案，从根本上提高机队运行的安全性、可靠性
及经济性。
巴航工业与中国民航管理干部学院签署战略合作谅解备忘录
2013 年 12 月 11 日 — 巴航工业与中国民航管理干部学院签署战略合作谅解备忘录，双方将在科
研、培训、宣传推广和行业会议等方面展开全面的战略合作，以期携手为推动中国支线航空及公
务航空的稳健发展做贡献。该备忘录的签署是对双方长期以来的成功合作的极大肯定。
首架飞鸿 300 轻型公务机交付中国市场
2013 年 12 月 20 日 — 巴航工业向中国市场交付首架飞鸿 300 轻型公务机。该机由鄂尔多斯通用
航空有限责任公司运营。飞鸿 300 于 2012 年 11 月获得中国民用航空局（CAAC）型号认证。
Embraer Signed MoU with
CAMIC on Strategic Partnership
December 11 – Embraer signed a
Memorandum of Understanding
with Civil Aviation Management
Institute of China (CAMIC), an
education and training institute
under the CAAC. The MoU
covers strategic partnership for
science research, training and
promotion. Both parties will
jointly promote the development
of regional and executive aviation
in China.
First Phenom 300 Delivered in China
December 20 – Embraer
delivered the first Phenom 300
light executive jet to a customer
in China. The aircraft will be
operated by China's Ordos
General Aviation Co., Ltd. The
Phenom 300 received type
certification by the Civil Aviation
Administration of China (CAAC)
in November 2012.
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Embraer China 2013 Customer Face-to-Face Meetings
November 4-14, Face-to-face meetings are an important part of
Embraer's customer support and service philosophy. Through
in-depth discussions of issues in which people share valuable
information and exchange experiences, the meetings are part of
Embraer's efforts to help airline customers improve fleet performance
and maximize customer exchanges.
From November 4 to 14, a customer support team from Embraer
China and Embraer headquarters paid a visit to the main operating
bases of Tianjin Airlines, China Southern's head offices in Guangzhou
and Xinjiang, China Eastern and Hebei Airlines. During the sessions,
the team introduced Embraer's global customer support and services
improvement programs, shared the operational and maintenance
东方航空 China Eastern
天津航空 Tianjin Airlines
南航新疆 China Southern Xinjiang 南航总部 China Southern Headquarter
河北航空 Hebei Airlines
experience of the worldwide ERJ 145 and E-Jet fleets, and had
discussions on issues on technical and engineering subjects, spare parts
and cost optimization, and provided tailor-made solutions.
Some major vendors, including GE, Parker, R&R, UTAS, and
C&D were invited to join the meetings. The face-to-face customer
discussions enabled both the Embraer support team and vendors to
better understand the specific demands of Chinese customers. That, in
turn, will help Chinese operators to have more knowledge about the
reliability and maintenance of Embraer aircraft systems. The meetings
enhanced the efficiency of communication and development of issue
resolution, and will help develop customized solutions and improve the
reliability of the fleet.
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巴航工业斩获美利坚航空 150 架飞机定单
2013 年 12 月 12 日 — 巴航工业宣布获得美利坚航空 60 架 E175 飞机的确认定单以及 90 架
E175飞机的承诺定单，潜在定单总数高达 150架飞机。首架飞机计划于 2015年第一季度交付。
包括美利坚航空的这一定单在内，2013 年巴航工业获得来自美国航空公司客户包括 E- 喷气
系列飞机及 E-Jets E2 系列飞机的确认和承诺定单总数达 700 余架。
巴航工业迎来 E- 喷气系列飞机在俄启动客户
2013 年 12 月 19 日 — 巴航工业迎来 E- 喷气系列飞机在俄罗斯的启动
客户——总部位于萨拉托夫的萨拉托夫航空（Saravia）。萨拉托夫航空
已租得两架 E195 飞机，并将于未来几周内正式运营。巴航工业 E190
及 E195 已于 2012 年 12 月获得俄罗斯州际航空委员会的认证。
萨拉托夫航空租得的两架 E195 将以萨拉托夫机场为基地进行运营，与
萨拉托夫航空的旅游合作伙伴麦哲伦（Magellan）公司共同提供前往迪
拜、欧洲、亚洲和非洲地区的定期航班及包机服务。
Saratov Airlines Becomes First Russian E-Jet Operator
December 19, 2013 – Embraer welcomed Saratov-based Saratov Airlines
(Saravia) as the first E-Jet customer in Russia. The airline has leased two E195s
that will enter service in the coming weeks. The E190 and E195 were certified by
Russia's Interstate Aviation Committee in December 2012.
The E195s will be configured with 114 seats in dual class and deployed from the
airline's base at Saratov Airport. The aircraft are planned for scheduled services
as well as for charter flights to Dubai, Europe, Asia and Africa in association with
Saratov's tour partner, Magellan.
巴航工业向英航城市飞行者增售一架 E190
2013 年 11 月 26 日 — 英国航空公司的全资子公
司——英航城市飞行者航空公司（BA CityFlyer）
宣布增购一架 E190 飞机，飞机将于公司主要运营
基地、伦敦城市机场（LCY）运营。
飞机将助力英航城市飞行者优化繁忙航线的运力
配置，同时促进新市场的开发。
One More E190 for BA CityFlyer
November 26, 2013 – BA CityFlyer, British Airways’
wholly owned regional subsidiary, acquired one
additional E190 jet. The E-Jet will be operated from the
airline's base at London City Airport (LCY).
The E190, configured with 98 Elite seats, will enable
BA CityFlyer to optimise capacity on routes that are
demanding more frequency, as well as facilitate the
development of new markets.
全球商用航空市场快讯Global Commercial Aviation News
American Airlines Orders up to 150 Aircraft
December 12, 2013 – Embraer
received a firm order for 60 E175
jets from American Airlines, Inc.
The contract also includes options
for another 90 E175s, taking the total
order potential up to 150 aircraft. The
delivery of the first aircraft is scheduled
for the first quarter of 2015.
During 2013, Embraer received firm
orders and options for more than 700
aircraft from U.S. airlines for both
current-generation E-Jets and next-
generation E2s.
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全球公务航空市场快讯Global Executive Aviation News
巴航工业与阿拉伯之翼航空公司签署世袭 1000
销售协议
2013 年 11 月 19 日 — 巴航工业宣布与阿拉伯之翼航
空公司（Arab Wings）就一架世袭 1000 超大型喷气公
务机签定了销售协议。该机由阿拉伯之翼航空公司为
一位匿名客户代为托管，可用于第三方包机。飞机将
于 2014 年上半年加入阿拉伯之翼旗下巴航工业莱格赛
600 及莱格赛 650 公务机机队，以约旦为基地运营。
巴航工业被列入巴西证交所 2014 年度可持续发
展企业名录
2013 年 11 月 28 日 — 巴西证券期货交易所（圣保罗
证券交易所）宣布，巴航工业成为可持续发展企业名
录（ISE）第九组合中的成员之一。
ISE 是拉丁美洲创立的一个指数，由巴西证券期货交
易所联合其他机构于 2005 年共同创立，旨在基于经济
效率、环境平衡、社会公益和公司治理等企业可持续
发展方面，将 ISE 变成对公司业绩进行比较分析的一
个工具。
巴航工业首架莱格赛 450 完美首飞
2013 年 12 月 28 日 — 巴航工业最新研发的莱格赛 450 轻中型喷气公务机成功完成首飞。巴航
工业的试飞员及试飞工程师在长达 1 小时 35 分钟的飞行中对飞机的操作和性能特性进行了评估。
莱格赛 450 是全球首款采用全电传操纵技术的轻中型公务机，同时拥有同级别机型中最为宽敞的
客舱和行李空间。
Purchase Agreement with Arab Wings for Lineage 1000
November 19, 2013 – Embraer announced the signature of a purchase
agreement for an ultra-large Lineage 1000 to Arab Wings. The aircraft will
be managed on behalf of an undisclosed customer and be available for third
party charter. The aircraft will join a super midsize Legacy 600 and large
Legacy 650 already on Arab Wing's AOC. The company is based in Amman,
Jordan. Delivery of the aircraft is scheduled for the first semester of 2014.
Embraer listed with the Corporate Sustainability Index (ISE) of the BM&FBOVESPA 2014
November 28, 2013 – The BM&FBOVESPA (São Paulo Stock Exchange)
accepted Embraer as a member of the ninth portfolio of the Corporate Sustainability
Index (Índice de Sustentabilidade Empresarial – ISE).
The ISE is a Latin American groundbreaker and was created in 2005 by the
BM&FBOVESPA, in conjunction with other institutions, to be a tool for the
comparative analysis of a company's performance. The index measures corporate
sustainability, economic efficiency, environmental balance, social justice and
corporate governance.
Legacy 450 Makes Successful First Flight
December 28, 2013 – Embraer
Executive Jets’ newest aircraft,
t h e L e g a c y 4 5 0 , m a d e a
successful first flight. Embraer
test pilots flew the aircraft for
one hour and thirty-five minutes,
evaluat ing i ts handling and
performance characteristics. The
Legacy 450 is the first business
aircraft in its segment with Full
Fly-by-wire technology and has
the roomiest cabin and baggage
space in its category.
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哈尔滨安博威首架莱格赛650成功完成内设飞行HEAI’s First Legacy 650 Completes Cold Soak Flight
2013 年 10 月 30 日，由哈尔滨安博威组装
的首架莱格赛 650 大型公务机成功完成内
设飞行。这是继 2013 年 8 月该机完成首飞后，
哈尔滨安博威莱格赛 600/650 项目实现的又一
重要里程碑！
10 月 30 日上午 10 时 28 分，莱格赛 650
从哈飞机场跑道上滑行起飞，展翼云霄。在完
成长达 4 小时 20 分钟的飞行后安全着落，为此
次内设飞行划上完美的句号。
2013 年 8 月刚刚参与该架莱格赛 650 首飞
的机长何塞 • 皮尔克（Jose Willi Pirk）、副驾驶
员利迪奥 • 内托 (Lidio Bertolini Neto)、试飞工
程师法比奥 • 马科斯（Fabio Augusto Marques）
再度飞抵中国，参与了此次内设飞行。
内设飞行过程中，试飞工程师法比奥 • 马
科斯及哈尔滨安博威生产部和质量部的十余名
工程师们对包括内设检查、引气和防冰系统检
查等在内的 12 项内容进行了测试，所有测试结
果均令人满意。
“内设飞行对于跟飞的工程师、生产线操
作者以及检验员而言是一次技术上的考验。4
个多小时的飞行过程中，我们在空中对很多内
设项目进行了严格检查，并针对发现的问题做
On October 30th, the first Legacy 650 assembled by HEAI successfully
completed its cold soak flight. The event marked another milestone in
HEAI's Legacy600/650 program following the jet's maiden flight in August 2013.
At 10:28 am, HEAI's first Legacy 650 in all-white livery took off from AVIC
Harbin Aircraft Industry Group's (AVIC HAIG) airport. AVIC is Embraer's partner
in the HEAI Legacy 600/650 program. After 4 hours and 20 minutes, the jet landed
safely thereby successfully completing the test flight.
Captain José Willi Pirk, First Officer Lidio Bertolini Neto, and Flight Engineer
Fabio Augusto Marques who performed the maiden flight of HEAI's first Legacy
650 just two months ago, travelled to China again for this particular test flight.
They were joined by engineers from HEAI.
During the flight, flight engineer Fabio and some ten engineers from HEAI's
production and quality control departments tested a dozen items including
furnishings, bleed and anti-ice systems. The results were all satisfactory.
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中航工业总经理谭瑞松莅临哈尔滨安博威AVIC President Visits HEAI
2013 年 9 月 29 日，中航工业总经理谭瑞松访问哈尔滨安
博威，深入了解哈尔滨安博威莱格赛 600/650 项目进程。
哈尔滨安博威副总经理王宁接待了谭瑞松总经理一行，介绍
公司概况以及莱格赛 650 公务机生产进程等相关内容。
On September 29th, Mr. Tan Ruisong, President of AVIC, visited
HEAI. Mr. Wang Ning, Vice President of HEAI received the
delegation led by Mr. Tan. During the meeting, Mr.Wang presented an
update on HEAI and progress on the Legacy 600/650 program.
出了及时调整。此次内设飞行的成
功，也得益于巴航工业总部技术支
持人员的悉心指导和经验分享。在
他们的帮助下，我们整理出了详细
的差异项记录，以便在航后对飞机
进行进一步的调整和完善。大家的
通力合作使得哈尔滨安博威的首架
莱格赛 650 向前迈出重要而坚实的
一步。”
– 刘畅，生产部制造工程师
“飞行过程中，哈尔滨安博威
的员工及巴航工业的技术支持人员
对飞机的内饰进行了调整与测试，
并针对问题提供了解决方案。非常
荣幸能够参与此次内设飞行，同时
也为自己能够参与在国内生产的首
架莱格赛 650 公务机而自豪！”
– 赵玉帅，生产部内设装配工
“There are technical challenges for the engineers, production line operators and inspectors. During
the 4-hour flight, we tested some of the jet's interior items and made necessary adjustments.
The successful flight was achieved with the technical support of Embraer. We've sorted out the
differences in the records in order to make adjustments and improvements after the flight. With the
effort of everyone concerned, HEAI's first Legacy 650 attained another important achievement.”
– Liu Chang, Manufacturer Engineer, Production Dept.
“During the flight, HEAI employees and Embraer's technical support representatives tested the
jet's interior items and offered solutions for problems. I'm honored to participate in the flight and so
proud that I'm making my contribution to the first Legacy 650 assembled in China!”
– Zhao Yushuai, Interior Assembler, Production Dept.
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莱格赛450轻中型公务机完美首飞——巴航工业迎来公务机项目新篇章The Legacy 450 Development History
2013 年 12 月 28 日，巴西航空工业公司（以下简称“巴
航工业”）迎来其公务机项目的又一重要里程碑—
莱格赛 450 轻中型喷气公务机成功完成首飞！这也标志着
全球首款采用全电传操纵技术的轻中型公务机正式面世。
巴航工业于 2007 年年底首次提出具有革新意义的轻
中型和中型公务机理念，暨莱格赛 450 及其姐妹机型莱格
赛 500 的设计蓝图。在莱格赛 450/500 项目于 2008 年 5
月正式启动前，巴航工业即打造了莱格赛 450 的全尺寸客
舱内饰实体模型，便于更好地与潜在客户展开互动，汲取
客户的反馈意见并不断完善产品设计。
2008 年 8 月，即联合定义阶段启动后不久，由巴航工
业工程师组成的多学科小组携手主要的系统供应商确定了
莱格赛 450 和莱格赛 500 的飞机构型，完成了机型的初步
设计。
巴航工业的飞机设计采用全数字技术。公司工程团队
利用最先进的技术开发出每款机型的数字模型。公司虚拟
现实中心的 CATIA V5 工程软件提供了能够进行结构分析
和空气动力学分析的平台。生产计划和工具设计均采用数
字制造软件完成，在首次金属投料前，对所有的机床加工、
组装和维护过程进行虚拟模拟。
2009 年 5 月联合定义阶段结束后，巴航工业 500 余
名工程师和技术人员转入详细设计和认证阶段，并携手供
应商共同对飞机的系统构造和部件进行详细设计，以制作
首次金属投料以及原型机的生产图纸。
The people of Embraer entered the New Year celebrating
the December 28, 2013 first flight of the Legacy 450
executive jet. The Company's newest aircraft is now the first
business aircraft in the mid-light category with full fly-by-
wire technology.
The revolutionary Legacy 450 was first introduced by Embraer
Executive Jets in late 2007 as a mid-light jet concept paired
with its sibling, a midsize jet concept now known as the Legacy
500. At the time, the Company built a full-scale mock-up of
the cabin interior, which was extensively used to interact with
potential customers and collect valuable input before launching
the Legacy 500 midsize and Legacy 450 mid-light executive
jets in May 2008.
The preliminary aircraft design concluded in August 2008
soon after the beginning of the Joint Definition Phase, which
comprised a multidisciplinary team of Embraer engineers, in
collaboration with key system suppliers, to finalize the Legacy
450 and Legacy 500 aircraft configurations.
Aircraft design at Embraer is a fully-digital process that
leverages state-of-the-art technology to integrate engineering
teams for the development of digital models of each aircraft.
CATIA V5 software provided a platform to conduct structural
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莱格赛450轻中型公务机完美首飞——巴航工业迎来公务机项目新篇章The Legacy 450 Development History
此外，巴航工业召集全球经验丰富的飞行员以及一些
机主组成了人机界面咨询委员会，对两款公务机的整体设
计进行验证，同时对驾驶舱功能，即罗克韦尔柯林斯公司
的 Pro Line Fusion 驾驶舱的符号和诊断原则的定义也提
出了建议。巴航工业的工程师们充分汲取这些宝贵意见并
将其融入飞机设计之中，以有效降低飞行员的工作负荷，
提升飞行安全性、舒适性及飞行性能等。
巴航工业的试飞飞行员利用飞行模拟工具对电传操纵
系统的控制律进行了验证，公司商用机以及公务机的一些
飞行员也应邀参与验证过程。全电传操纵系统使得巴航工
业得以首次将侧杆操纵应用于飞机设计，即莱格赛 500 中
型公务机。
巴航工业采用电传操纵技术的历史可追溯至上世纪
80 年代公司开发 AMX 军用飞机的时期。90 年代末，巴
航工业电传操纵技术的研究实现突破，将数字控制技术应
用于 E- 喷气系列飞机。
2010 年巴航工业启动了莱格赛 450 和莱格赛 500 飞
行控制装置的集成试验台，即“铁鸟”试验台。集成了电
传操纵、航电、液压及其他数种系统界面的设备和组件的
铁鸟试验台旨在对系统集成进行验证，从而提高飞机在正
式投入运营时的成熟度。
铁鸟试验台的驾驶舱配备了实体飞机可能安装的所有
设备。试验台采用自动化操作，不仅能对飞行控制和系统
集成情况进行测试，还可以连接至全权数字化发动机控制
and aerodynamic analyses at Embraer's Virtual Reality Center.
Production planning and tooling design was engineered
with digital manufacturing software, virtually simulating all
milling, assembly and maintenance processes well before the
first metal cut.
In May 2009, the Joint Definition Phase concluded. More than
500 engineers and technicians were engaged to carry out the
Detail Design and Certification Phase in which Embraer teams
worked with suppliers to detail the systems architecture and
aircraft components. This allowed the release of drawings for
the first metal cut and for production of the prototypes.
To validate the Man-Machine Interface, Embraer convened an
advisory board comprised of seasoned pilots and aircraft owners
from various regions of the world. The group validated the
overall design of the jets and cockpit functionality, providing
input to define the symbology and synoptics of the Rockwell
Collins Pro Line Fusion flight deck. The contributions allowed
engineering teams to incorporate suggestions to reduce pilot
workload and improve the safety, comfort and operational
capabilities of the aircraft.
The control laws for the fly-by-wire system were validated
with flight simulation tools by Embraer test pilots. The
Company also invited commercial and business aviation pilots
to contribute to this validation process. The fly-by-wire system
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（FADEC）系统以及飞机电力系统（两套系统均配有专门
的试验设备）。飞行员还可通过集成气动模型与可视化系
统参与铁鸟试验台的测试工作。
2010 年和 2011 年，莱格赛 500 项目的顺利开展为莱
格赛 450 的研发夯实了基础。2012 年 8 月首架莱格赛 450
原型机前机身上的一个部件由一台五坐标高性能铣床运用
铝合金块上铣成。整个制造过程完全自动化，铣削工艺直
接从莱格赛 450 的数字模型中提取数据。该部件一经完成
即通过了质量控制工艺检验，该工艺运用激光装置对数字
模型进行设计验证。
2013 年 10 月，基于先进的设计技术研究以及广泛的
客户互动而设计的莱格赛 450 全新内饰惊艳亮相于拉斯
维加斯举办的美国国家公务航空协会年会（NBAA）。期间，
国际著名影星兼慈善家成龙先生参观了莱格赛 450 的实
体模型。
目前，逾 650 架巴航工业公务机服务于全球客户。为
更好地支持用户，巴航工业由约 70 家自有及授权服务中
心组成的客户服务网络遍布全球。同时，作为公司全球服
务网络的有力补充，位于巴西圣若泽杜斯坎普斯的公司总
部的客户联络中心可为客户提供 24 小时的全天候服务，
随时为公司全球公务机客户提供服务和支援。
enabled the first implementation of the side-stick solution in an
Embraer aircraft, which was the Legacy 500.
Embraer's experience with fly-by-wire systems dates back to
the 1980s with the development of the AMX subsonic fighter.
In the late 1990s, the E-Jets family went a step further, featuring
advanced digitally controlled functions.
In 2010, Embraer “powered on” the Legacy 450 and Legacy
500 flight controls integrated test facility, known as the Iron
Bird. The facility integrates the equipment and components
of the fly-by-wire flight controls, avionics, hydraulics and
several other system interfaces for the validation of systems
integration, and contributes to greater aircraft maturity upon
entry into service.
The Iron Bird features a fully-equipped cockpit with the actual
hardware of an airplane installed. In a highly-automated
精彩回顾 Highlights
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environment, not only are flight controls and systems
integration tested, but the platform can also be connected to the
Full Authority Digital Engine Control (FADEC) and aircraft
electrical system, which have their own dedicated test facilities.
The Iron Bird allows pilots to participate in testing through an
integrated aerodynamic model and visual system.
Throughout 2010 and 2011, advances in the Legacy 500
program paved the way for the development of the Legacy 450.
In August 2012, a component of the forward fuselage of the
first Legacy 450 prototype was cut from a block of aluminum
alloy by a five-axis, high-performance milling machine. Fully
automated, the process drew data directly from a digital mockup
of the Legacy 450. Once completed, the part was approved by
a quality control process that employed the use of laser devices
for design validation with the digital mockup.
In the third quarter of 2013, a completely new interior design
based on advanced design technology research and extensive
customer interaction debuted at the NBAA Convention in Las
Vegas. Renowned actor and philanthropist Jackie Chan visited
the mockup of the Legacy 450 at the show.
To support its global fleet of over 650 aircraft, Embraer
Executive Jets maintains a service network with some 70
Owned and Authorized Service Centers. This network is
complemented by a 24-hour Customer Contact Center at the
Company's headquarters in São José dos Campos, Brazil,
to provide assistance to Embraer Executive Jet customers
anywhere in the world, anytime of the day.
22
莱格赛 450 铺设水平面地板，客舱高达 6 英
尺。飞机配备的四张俱乐部式座椅可放平并对接
成两张单人床，供乘客在旅行途中小憩。机载娱
乐系统包括高清视频系统、立体声以及多种音频
和视频输入选项，另有语音和数据通讯系统可供
选装。飞机于客舱迎宾区设有茶歇中心，于客舱
尾部设有私用盥洗室以及手提行李存储区。莱格
赛 450 拥有同级别机型中最为宽敞的行李舱空间。
作为全球首款采用全电传操纵系统的轻中型
公务机，莱格赛 450 配备侧杆飞行控制系统以及
先进的罗克韦尔科林斯 Pro Line Fusion 航电套件，
包括 15.1 英寸高清 LCD 显示屏、图形化飞行计
划、杰普逊图表和地图以及合成视景系统（SVS）。
可选装的巴航工业增强型视景系统（E2VS）包含
最新的罗克韦尔柯林斯紧凑型平视显示器（HUD）
和增强型视景系统（EVS）。
莱格赛 450 配备了两台高效节能的霍尼韦尔
HTF7500E 涡轮风扇发动机。在符合 NBAA IFR
规定的备份燃油条件下，搭载四名乘客时，莱格
赛 450 可从新加坡直飞上海，从北京直飞曼谷，
或从香港直飞达尔文。
The Legacy 450 is a mid-light business jet with a best-in-class six-foot
flat-floor cabin. Four fully-reclining club seats may be berthed into two
beds for complete rest at a maximum cabin altitude of 6,000 ft. The in-
flight entertainment system consists of a high-definition video system,
surround sound, and multiple audio and video input options. Voice and data
communication options are also available. The cabin includes a refreshment
center at the entrance, a rear private lavatory, and a carry-on stowage area.
The total baggage space is the largest in the aircraft's category.
The Legacy 450 is the first business aircraft in its segment with Full Fly-
by-wire technology and features side stick flight controls, the state-of-the-
art Rockwell Collins Pro Line Fusion avionics suite with four 15.1-inch
high resolution LCD displays, graphical flight planning, Jeppesen charts
and maps, and the Synthetic Vision System (SVS). The optional Embraer
Enhanced Vision System (E2VS) encompasses the latest Rockwell Collins
Compact Head-Up Display (HUD) and Enhanced Vision System (EVS).
The Legacy 450 is powered by two advanced, fuel-efficient Honeywell
HTF7500E turbofan engines. With four passengers and NBAA IFR
Reserves, the Legacy 450 is capable of flying non-stop from Singapore to
Shanghai, Beijing to Bangkok, or Hong Kong to Darwin.
关于莱格赛450 About the Legacy 450
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LEgACy 450莱格赛450
SPECIFICATIONS飞机规格
RANGE (NBAA RESERVES, 200 NM ALTERNATE, LRC, 4 PAX)航程（NBAA备份燃油条件，
200海里机场备降距离，远程巡航速度，搭载4名乘客）
2,500 NAUTICAL MILES / 4,630 KM2,500海里/4,630公里
HIGH-SPEED CRUISE高速巡航
MACH 0.820.82马赫
TAKEOFF FIELD LENGTH (MTOW, ISA, SL)起飞场长（最大起飞重量，国际标准大气，海平面）
4,000 FEET / 1,219 M4,000英尺/1,219米
MAXIMUM OPERATING ALTITUDE最大飞行高度
45,000 FEET / 13,716 M45,000英尺/13,716米
SEATING CONFIGURATION座级配置
2 + 6/92 + 6/9
CABIN DIMENSIONS MAX HEIGHT客舱最大高度
6 FEET / 1.82 M6英尺/1.82米
CABIN DIMENSIONS MAX WIDTH客舱最大宽度
6 FEET, 10 INCHES / 2.08 M6英尺10英寸/2.08米
CABIN DIMENSIONS LENGTH客舱长度
24 FEET / 7.31 M24英尺/7.31米
TOTAL BAGGAGE CAPACITY行李舱总容量
150 CUBIC F EET / 4.24 M³150立方英尺/4.24立方米
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公务航空市场前景广阔，但业内竞争也日益激烈。同时，
公务航空市场的发展与全球经济的兴衰息息相关。
一方面，经济放缓对行业有着重大而直接的影响 ；而另一
方面，经济的复苏也将逐渐对行业产生积极的影响。在其
它公司仍关注一些常规性问题时，巴航工业却在过去的几
年时间内通过不断推出新产品并逐渐赢得市场主导地位。
巴航工业全系列公务机共有七款机型，每一款机型均
堪称各自级别机型中的佼佼者。2012 年，尽管行业需求下
降了 2%，但巴航工业的收益较 2011 年却增长了 15%，公
务机交付量占全球公务机交付总量的 15%。
巴航工业并未止步于眼前的成绩。公司制定了详尽的
战略计划，树立品牌定位、产品研发计划及市场愿景。在
过去五年中，巴航工业始终是媒体争相报道的对象—平
均每年 100 架公务机的定单，2012 年更是斩获众多价格昂
贵的大型喷气公务机的销售合同。鉴于近年来全球经济放
缓（如今有复苏的趋势），巴航工业的成功无疑是引人注目
的。随着全球经济复苏趋于稳健、二手飞机库存减少缓慢、
美国企业利润以及全球百万富翁的数量不断创造新的纪录，
这一系列因素对于目前水平远低于经济危机前的公务航空
市场而言均是积极的信号。
巴航工业树立公务机产业新标杆
秉承不懈创新、客户满意至上的宗旨，近年来，巴西航空工业公司在全球公务航空市场的份额不断增长
与往年相比，巴航工业 2013 年上半年每个月的销售额
都保持增长。与此同时，公司不断扩展全球的销售队伍，
销售业绩也保持强劲的增长势头。
2005 年巴航工业签署了一份公开承诺书，即计划在未
来十年内，以为顾客和股东增值为目标，通过提供独一无二、
创新的产品和服务成为全球公务航空市场的领军企业之一。
要实现这一目标，要求巴航工业能够研发出全新一代的产
品，采用最新的技术、具有独特的时尚品味、高效通达、
满足高端人群的需求。尽管挑战重重，巴航工业开启了公
务航空业的新纪元。
巴航工业首款公务机莱格赛 600 的巨大成功为公司加
快进军公务航空市场夯实了基础。莱格赛 600 投入运营三
年后，巴航工业宣布将同时开发两款新机型—飞鸿 100
和飞鸿 300—由此树立行业新标杆。八年后，巴航工业拥
有了堪称市场上机型系列最完整、技术最先进的产品。全
系列公务机机型增加了莱格赛 650 和世袭 1000 以及仍在开
发中的全新莱格赛 450 和莱格赛 500。
目前，约 650 架巴航工业公务机服务于遍布全球逾 50
个国家的客户。为保证优异的客户服务体验，巴航工业不
24
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The large numbers in the business aviation market are in
proportion to the challenges companies face to remain
competitive in a sector that is directly influenced by the world
economy. On the one hand, big swings in the market can have
significant and quick effects in the industry yet on the other
hand, an economic rebound and strength tends to positively
influence the sector over time. It is in this scenario where the
spotlights are normally on conventional issues that Embraer
has been gaining a prominent position with many new product
launches in recent years.
With aircraft that are prominent in their respective segments -
there are seven jets for the eight existing categories - Embraer
Executive Jets delivered 15 percent of all business aircraft in 2012.
It increased revenues by 15 percent compared to 2011 even though
industry demand fell two percent that year.
The gain was over a short period and followed a careful plan to
position the company's brand, its products and vision of the market.
An average of 100 orders per year over the past five years, which
saw more contracts for larger, higher-priced aircraft in 2012, put
Embraer in the news. This was particularly noteworthy given the
A legacy of innovation and customer satisfaction drives Embraer's share of the business jet market
unfavorable economy which is now showing signs of recovery.
With moderate global economic growth and a slowly declining
inventory of used aircraft, both corporate profits in the United
States and the number of millionaires worldwide are already setting
records. This is a positive sign for a market that has stabilized at a
level well below where it was before the economic crisis.
During the first half of 2013, Embraer saw sales improve and
grow from month to month compared to previous years. The
company expanded its sales team in the United States. Sales
in Brazil continue to be strong. New opportunities can be
found across Europe, as well as in the Middle East and some of
African countries.
After signing a public commitment in 2005 to become one of the
main players in the executive aviation market within a decade (with
distinctively different and innovative products and services that
add value to customers and shareholders), Embraer began a new
era in the industry. The scenario was extremely competitive in an
industry that had well-established manufacturers. It demanded a
new generation of products that anticipated needs, used the most
advanced technologies, had unique styling, offered maximum
Raising the Bar
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巴航工业全球公务机生产基地 / Embraer manufactures executive jets in the world's most promising markets
美国佛罗里达墨尔本 Melbourne Assembly Facility, Florida, U.S
中国哈尔滨安博威
Joint Venture HEAI, China巴西圣保罗圣若泽杜斯坎普斯
São José dos Campos, São Paulo, Brazil
莱格赛 500 客舱 Legacy 500 Cabin
仅成立卓越、高效的客服团队，更在全球五大洲设立 70 余
家自有或授权客户服务中心。巴航工业在巴西、美国及中
国均设立了公务机生产线。
应该指出的是，巴航工业是在全球经济震荡、市场受
到极大影响的环境下取得如此出色的成绩。自 2008 年底
全球金融危机以来，全新或二手公务机的交易量明显下降。
在相当长的一段时期内，公务航空业经历了由于经济下行
和投资者信心缺乏而引起的低迷期。在许多制造商纷纷取
消项目甚至放弃市场时，巴航工业却决定继续执行其产品
及解决方案的研发计划，恪守对顾客的承诺。随着经济的
逐步复苏和市场各项激励措施的实施，巴航工业充分发挥
确认定单储备和商业策略的优势，赢得了新市场。
巴航工业的研究表明，在未来十年经济稳健增长的环
境下，全球公务航空市场可销售 9,250 架喷气飞机，总价值
达 2,500 亿美元。基于当前的 GDP 情况，保守预计未来十
年全球公务机需求将达 8,350 架，总价值达 2,180 亿美元。
美国拥有全球 19,160 架公务机中的 11,240 架，将继续
引领市场。在未来十年，北美市场需求将占全球总需求约
50%。拉丁美洲也将持续在市场中发挥重要作用。除了根据
区域预测需求增长以外，市场还具有更新陈旧飞机的巨大
潜力。墨西哥和巴西拥有仅次于美国的全球最大公务机机
队。近年来，巴西市场的新飞机登记率已经超过墨西哥。
“公务机是高效的商务载体，协助公司和个人处理那
些仅靠定期航班服务所无法实现的日程安排。巴西的商界
精英们已经充分意识到在全球经济环境下，公务航空在灵
活便捷性、高效性上具有无可比拟的优势。”巴航工业全
球公务机总裁马尔科 • 图里奥 • 佩莱格里尼（Marco Túlio
Pellegrini）表示，“而企业竞争力及效率的提升也必将促进
国家财富的增长。”
而在中国、印度和亚太地区这些新兴市场，巴航工业
的发展也日趋稳健。事实上，巴航工业预测中国市场已经
27
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connectivity, and had the sophistication required by a distinctive
target group. The challenge was on.
Motivated by the success of the Legacy 600 executive jet which
had entered the market three years before, the company announced
the simultaneous development of two new aircraft – the Phenom
100 and the Phenom 300 – which marked a new direction in the
industry. Eight years later, Embraer Executive Jets has the broadest
range and most modern line of products on the market. The
portfolio of aircraft includes the Legacy 650 and the Lineage 1000,
as well as the new Legacy 450 and Legacy 500 which are still
under development.
An excellent customer support division, which is recognized by
major trade studies, handles a fleet of approximately 650 Embraer
business jets operating in 50 countries. There are 70 authorized
and Embraer-owned service centers on five continents. There
are factories in Brazil, the United States and China, which makes
the executive aircraft division the business unit with the greatest
global reach.
The remarkable achievements in such a short time were during
a period of economic turbulence that continues to be felt in the
market today. Since the end of 2008 and the worldwide financial
crisis, the volume of transactions with new or used executive
aircraft has dropped substantially. Over a long period of time,
the industry has endured low commercial activity as a result of a
cooling of the economy and the lack of investor confidence. That is
normal and expected by the sector. But while many manufacturers
were cancelling projects or even abandoning the market, Embraer
Executive Jets decided to carry on with its plans for developing
products and solutions that would honor the commitment it had
made to its customers. In light of signs of recovery in the medium
term and stimulus measures taken by the markets, the company
took advantage of a firm order backlog and commercial strategies
for gaining new markets.
Embraer's studies show that the global executive aviation market
could achieve revenues of up to USD 250 billion with the sale of
9,250 jets over the next ten years in a scenario of modest growth.
The revenue could be USD 218 billion for up to 8,350 units in all
categories based on the present GDP scenario.
The United States, which has 11,240 of the world's 19,160
executive jets, will continue to lead the market. North America will
represent nearly 50% of the demand over the coming decade. Latin
莱格赛 500 为全球首款采用全电传操纵系统的中型公务机莱格赛 500 客舱 Legacy 500 is the only midsize executive jet with full-fly-by-wire system in the worldLegacy 500 Cabin
2828
America should also continue playing an important role in the industry.
Besides the growth forecast for the region, there is great potential for
renewing older aircraft. Mexico and Brazil have the two largest executive
aviation fleets in the world after the USA. The Brazilian market has had
more new aircraft registrations than Mexico in recent years.
“The executive jet is a powerful work tool that assists companies and
individuals in handling travel agendas that would not be possible if they
were dependent upon commercial aviation. Brazilian business people
began to understand that this mode of air transportation provides flexibility
and speed in proportion to business needs in a global world,” states
Marco Túlio Pellegrini, President of Embraer Executive Jets. “Greater
competiveness and efficiency bring returns by generating national wealth.”
The past few years also saw good market penetration of Embraer
executive jets in China, India and the Asia Pacific region. In fact, Embraer
forecasts the Chinese executive aviation market to be one of the areas
with greatest potential based upon comprehensive studies of the country's
economic scenario. The Company forecasts a demand of 805 executive
jets over the next decade, 9% of the world's deliveries. The large cabin
business jet class is expected to represent 51% of this demand. China's
fleet of executive jets has grown an average of 27% per year fueled, in
成为全球公务机需求最高的市场之一。基于对中国公
务航空市场全面、深入的分析，巴航工业预计未来十
年，中国公务航空市场喷气公务机的需求将达 805 架，
占全球交付总量的 9%，而其中 51% 为大型喷气公务
机。2008 年至 2012 年，中国公务机机队的平均增长
率达 27%。而中国最具影响力的奢侈品杂志《胡润报告》
发布的数据显示，2012 年中国的超级富豪（资产超过
1 亿）相较于 2008 年增加了 26%。加之因定期航空服
务的航班频次及其覆盖范围无法满足国内高端旅客的
出行需求，市场需要中国公务航空市场快速发展。
“中国的公务机市场在过去几年时间呈爆发式增
长，经济的腾飞是关键因素。伴随国家低空开放领域
政策的逐步明朗、航空基础设施的进一步完善等利好
因素，中国无疑将成为全球公务机市场的核心市场。”
巴航工业高级副总裁兼大中华区总裁关东元先生表示，
“巴航工业高度重视中国市场，十余年来对中国用户的
守护和承诺是最好的证明。公司将一如既往地通过不
懈创新，以最好的产品和不断完善的服务满足用户需
求。同时，也希望加强与各方的合作，携手推动中国
公务航空市场的稳健发展。”
世袭 1000 超大型公务机迎宾区 / Ultra-large Lineage 1000 Welcome Zone
29
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29
part, by a 26% increase in the number of wealthy people from 2008
to 2012. The statistics were released by the Hurun Report which is
considered as one of the most influential publications of the luxury
genre in the country. The overall future environment will see more
development of executive aviation in order to meet the demand for
direct business and leisure travel. This demand is a result of the
limitations of airlines to provide high frequency service throughout
the country.
“The past few years have seen the rapid development of China's
business aviation market. China's booming economy is no doubt
the key factor contributing to the growth. And the future looks
promising with the opening of low-altitude airspace and continual
improvements to the infrastructure. China is poised to take the lead
in global executive aviation,” says Guan Dongyuan, Senior Vice
President of Embraer and President of Embraer China. “Embraer
has been attaching great importance to this market with a decade-
long effort to committing itself to its Chinese customers. Looking
forward, the company will offer the best products and constantly
improve its services through our relentless efforts in innovation.
We are working hard to strengthen cooperation with key players
in Chinese industry to further promote the sound development of
China's executive aviation segment. "
世袭 1000 超大型公务机客舱 / Ultra-large Lineage 1000 Cabin
This information is the property of Embraer and cannot be used or reproduced without written consent.
巴航工业 2014-2023 公务机市场预测 Embraer Executive Jets 2014-2023 Market Forecast
This information is the property of Embraer and cannot be used or reproduced without written consent.
北美地区 / North America 4,530 a/c (49%) US$ 117 Bi (47%)
欧洲、中东及非洲/EMEA 2,330 a/c (25%) US$ 70 Bi (28%)
亚太地区 /Asia Pacific 725 a/c (8%) US$ 21 Bi (8%)
拉美地区 / Latin America 860 a/c (9%) US$ 15 Bi (6%)
中国/China 805 a/c (9%) US$ 29 Bi (11%)
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一、巴西民航需求与供给的结构性不平衡蕴育着巨
大的商机
巴西幅员辽阔，人口约 1.93 亿，居世界第五。据世界银行
2011 年统计，巴西已经成为全球第六大经济体。此外，巴西将
于 2014 年和 2016 年分别举办世界杯和奥运会，这将进一步刺
激巴西的基础建设和经济的发展。
据统计，巴西 2008 年人均年乘机次数仅 0.2 次，与欧美发
达国家人均年乘机次数 2.2 次左右相比相差 10 倍。而巴西人均
GDP 已经达到 1.2 万美元，与欧美发达国家的差距仅为 3 倍，
故巴西民航市场发展的潜力很大。然而，与巨大的需求潜力相
对应的情况是，巴西民航通达的城市却从 1999 年的 190 个城市
逐步下降到 2010 年的 136 个城市。造成这种现象的根本原因在
于，巴西民航市场长久以来被塔姆航空和戈尔航空两家公司所
主导，而二者均没有合适座级的飞机来执飞中型或小型城市和
机场。
塔姆航空和戈尔航空长期占据了巴西民航市场 80%的份额，
两家公司均侧重于大城市之间的运输，同质化、重叠化非常严
重，而对于更为广大的二、三线市场，提供的航班则寥寥无几。
两家公司的机队平均座位数在140座以上，对于客流量大的航线，
上述座级的飞机较为适合，而对于更为广阔的新兴二、三线市
场来说，平均每航班人数在 70 ~ 120 之间，传统干线客机根本
引言
2013 年 5 月以来，多家新航空公司陆续获得批准筹建。有业内人士分析，在目前主要机场航线时刻已非常紧张的情况下，
新航空公司将面临激烈的竞争。那么，新成立的航空公司能否避开与强大国有航空集团的正面竞争，制定差异化的战略，寻求在
“蓝海”中走出一片天地？
本文拟通过介绍巴西蔚蓝航空公司 (Azul Linhas Aéreas Brasileiras S.A.) 的成功商业模式，剖析其如何在业已被塔姆航空 (TAM)和戈尔航空 (GOL) 两大航空公司垄断的巴西民航市场中寻找“蓝海”并逐步成长壮大，乃至形成今天巴西民航业“三足鼎立”之势，
希望能够给我国即将开航的新航空公司的市场定位和发展战略提供一定的借鉴。
巴西蔚蓝航空公司于 2008 年 12 月 15 日正式投入运营。公司创始人大卫·尼尔曼（David Neeleman）具有 30 年航空从业经验，
是美洲航空业的传奇人物。
不适宜飞行这样的航线，过大的飞机要么会降低航班的客座率，
要么不得不减少航班频次，降低对商务旅客的吸引力。
从图 1 可以看出，巴西国内 85% 的航班实际乘坐旅客均在
120 人以下，而以塔姆航空和戈尔航空为代表的巴西民航机队的
平均座级却从 2000 年的 101 座增长到 2008 年的 148 座 ( 图 2)。
即使在民航极为发达的美国市场，民航机队的平均座级也仅为
101 座。
因此，在巴西蔚蓝航空诞生以前，巴西民航市场明显存在
着市场需求和供给之间的结构性不平衡问题。
巴西蔚蓝航空开创巴西民航市场的蓝海特约撰稿 王涛 巴航工业中国区飞机融资总监
0% 2%
35%
48%
14%
1% 0% 0% 0%
10%
20%
30%
40%
50%
60%
1-29 30-59 60-89 90-119 120-149 150-178 180-209 210-240
图1： 平均每次航班旅客人数Average pax boarded by flights in Brazil
85%的国内航班实际乘坐旅客低于120人
85% of all domestic flights in Brasil have between 60 and 119 passengers.
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Wang Tao, Director of Sales Finance, Embraer China
I. Supply-Demand Imbalance in Brazil's Civil Aviation Industry
Brazil is the world's fifth largest country by territory and population.
Its rapid economic growth over the last 10 years makes the country
the world's sixth largest by GDP. The World Cup in 2014 and the
Olympic Games in 2016 will further stimulate infrastructure and
economic development.
Statistics show that in 2008, Brazil had an annual average of 0.2 flights
per capita, ten times lower than that in the developed countries of
Editor's Notes
Since May 2013, many new airlines have been approved by Chinese regulatory authorities. Analysis indicates that start-up airlines face fierce competition considering the limited opportunities for flights at major airports. So, is it possible for start-up airlines to avoid competing directly with state-owned airlines, to develop differentiated strategies and seek a place in the "Blue Sea"?
The article below analyzes how Azul Linhas Aéreas Brasileiras S.A. (Azul) sought a place in the "Blue Sea", gradually grew in strength, and even became one of the "three pillars" in Brazil's civil aviation industry. It thrived in a country already dominated by TAM and GOL, and now serves as an example of market positioning and business strategy success for new airlines.
Azul was launched on December 15, 2008, and is led by David Neeleman, the carrier's founder, who has 30 years of experience in the aviation industry.
Europe and America (about 2.2). Yet GDP per capita in Brazil had
reached USD12,000 which was only three times lower than that in
developed countries. Brazil has huge potential for air travel however
the number of cities with air service decreased from 190 in 1999 to 136
in 2010. The root cause of the decline was the long-standing duopoly
of TAM Airlines and GOL Airlines which, together, accounted for 80%
of all domestic flights. The carriers served the biggest, most lucrative
cities and had no right-sized aircraft to fly the medium and small cities.
TAM and GOL have long accounted for 80% of Brazil's civil
aviation market. The competition caused duplication in schedules,
routes, seat capacity, and fares. There were few flights to secondary
and tertiary cities. The average number of seats per aircraft operated
by TAM and GOL was more than 140. In secondary and tertiary
markets, the average number of passengers per flight is between 70
and 120 which make large aircraft less than ideal for most routes.
Since larger aircraft generate lower load factors, airlines often must
reduce or even cancel flights.
Statistics show that 85% of all domestic flights in Brazil carry fewer
than 120 passengers while the average number of seats per aircraft,
mainly operated by TAM and GOL, increased from 101 in 2000 to 148
in 2008. Even the highly-developed USA market, the average number
of seats per aircraft is only 101.
Azul Unlocks the Blue Sea in Brazil's Civil Aviation
101
108
118
131 136
143 144 149 148
145 142
138 139
图2：巴西民航机队平均座级Average seat capacity of the Brazilian fleet
3232
二、大卫·尼尔曼敏锐洞察市场商机，创建蔚蓝航
空，定“都” 坎皮那斯市
大卫 · 尼尔曼出生于巴西，拥有巴西和美国双国籍，自
1984 年，尼尔曼先生先后成功地在北美创立或联合创立了
Morris Air, Westjet 和 Jetblue（捷蓝航空）三家航空公司。其中，
捷蓝航空在美国具有较高的知名度和美誉度，目前机队规模已
经接近 200 架，是美国为数不多的在 “911”事件后仍能保持盈
利的航空公司。凭借在航班上向旅客提供免费的实时电视节目、
优良的硬件（如皮质座椅和更宽的座间距）及服务，捷蓝航空
连续多年荣膺“全美最受旅客欢迎的航空公司”以及“全美最
受旅客欢迎的低成本航空公司”称号。
2007 年 5 月，尼尔曼先生陆续辞去了捷蓝航空首席执行官
和董事会主席职位，返回其出生地巴西，开始考察当地的民航
市场。尼尔曼先生敏锐地洞察到了上述巴西民航市场的供求结
构性不平衡问题，并开始考虑在巴西成立自己的航空公司。
巴西圣保罗州是巴西的经济和工业中心，人口有 4000 多万，
其中圣保罗市区人口约 1100 万。圣保罗孔戈尼亚斯（Congonhas）
机场和瓜鲁柳斯（Guarulhos）机场基本由塔姆航空和戈尔航空
所垄断。孔戈尼亚斯机场位于圣保罗市中心，基本运营国内航线，
航班时刻和航班量进一步上升的空间有限。瓜鲁柳斯机场位于
圣保罗东北郊，定位为国际机场，圣保罗绝大多数国际航班均
在此起降。
在经过一番考察之后，尼尔曼先生惊奇地发现，距离圣保
Consequently, prior to the launch of Azul, there was an imbalance
between supply and demand. For entrepreneurs, the imbalance also
signaled a huge business opportunity.
II. David Neeleman Launches Azul in Campinas
David Neeleman was born in Brazil and has dual Brazilian and United
States citizenship. Since 1984, he has founded Morris Air, JetBlue
Airways and co-founded Westjet Airlines of Canada. JetBlue – a
highly regarded company in the USA – currently has a fleet of close
to 200 aircraft. JetBlue is one of the few airlines that have maintained
profitability after the 911 terrorist attacks in the USA. With free real-
time TV programs and cabin service innovations, including leather
seats and bigger seat pitch, JetBlue won the distinctions of America's
Most Popular Airline and America's Most Popular Low-Cost Airline for
several consecutive years.
After May 2007, Mr. Neeleman resigned as CEO and Chairman of the
Board of JetBlue, returned to Brazil, and began to study the country's
civil aviation market. He saw the imbalance between supply and
demand and considered setting up his own airline.
The state of São Paulo is Brazil's economic and industrial center with a
population of more than 40 million, of which the city of São Paulo has
a population of about 11 million. Congonhas Airport and Guarulhos
International Airport in São Paulo are dominated by TAM and GOL.
Congonhas Airport is located downtown and serves primarily domestic
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routes with almost no capacity to increase the number of flights.
Guarulhos International Airport is located in a northeast suburb of São
Paulo and serves almost exclusively international markets.
Mr. Neeleman recognized that GOL and TAM only had a few flights
operating at underutilized Viracopos Airport in Campinas, 90 kilometers
northwest of São Paulo. To him, the airport even looked bleak so he
decided to set up his own airline which he named Azul, which means
blue in Portuguese. It was his vision to duplicate the success of JetBlue
in Brazil.
Traffic congestion is legendary in São Paulo. Although it is only 30
kilometers from downtown to Guarulhos Airport, passengers often
need to leave the city three to four hours in advance to catch flights at
peak times. Campinas Airport, in contrast, doesn't have the same traffic
problem and is far from downtown São Paulo. After it started flying,
Azul attracted large volumes of passengers from São Paulo, especially
west and north of the city, to take Azul's flights at Campinas Airport.
The airline promoted itself by offering free airport shuttles, advertised
the absence of middle seats on its E-Jets, leather seats, free live TV
inflight entertainment, competitive fares and lots of flights.
When he launched JetBlue in the USA, Mr. Neeleman chose the 150-
seat A320 and the 100-seat E190 for his fleet in order to better match
capacity to demand because of seasonal variations in time-of-day and
day-of-week traffic. JetBlue deployed the airplanes on its main routes
throughout the northeast USA and generated good load factors with
high frequency flights, and strong profits. When he set up Azul, Mr.
Neeleman recalled his JetBlue success and applied his knowledge to
the Brazilian market. He chose the 118-seat E195 and 70-seat ATR72
as the main aircraft types for Azul and the results have been impressive.
Azul's load factor is solidly above 80%, significantly higher than that of
TAM and GOL, because the airline has the flexibility to match aircraft
capacity to demand for different cities, seasons and times of the day.
The average daily utilization of Azul's aircraft has reached 12 hours,
much higher than that of any other Brazilian air carrier. Though
positioned as a low-cost airline with differentiated service, Azul has
built a good reputation. In São Paulo, Azul offers free airport shuttle
service to Campinas Airport from six pick-up stations. The majority
罗市中 90 公里的坎皮那斯市（Campinas）有一个维拉科普斯
（Viracopos）机场，塔姆航空和戈尔航空在此仅有少量航班，机
场利用率很低。尼尔曼先生决定在巴西成立自己的航空公司，
并取名为“Azul”，主运营基地就选址在坎皮那斯市这一“蓝海”。
“Azul”在葡萄牙语里意为“蓝色”，这一命名也显示出尼尔曼
先生在巴西再造一个捷蓝航空的决心和勇气。
圣保罗交通堵塞非常严重，虽然从市中心前往瓜鲁柳斯机
场的路程只有 30 公里，但在繁忙时刻，前往机场赶航班往往需
要提前 3 到 4 个小时。也因为这一点，蔚蓝航空主要运营的坎
皮那斯市机场虽然距离市区较远，但交通却极为通畅。不仅如此，
通过提供免费的机场巴士、采用无中间座椅布局的 E195/E190
飞机，并引入免费的实时电视系统、加密航班频次等一系列措施，
特别是提供颇具竞争力的票价，蔚蓝航空吸引了圣保罗州、特
别是西部和北部的大量旅客前往维拉科普斯机场乘坐该公司的
航班。
尼尔曼先生在创建捷蓝航空公司时，针对民航淡旺季节和
每天高峰低谷时段客流量不均衡的特点，在机型方面选择了 150
座的 A320 和 100 座的 E190 两种机型作为主力机型。在实际运
营中，捷蓝航空在其美国东部的主要航线上灵活地搭配使用这
两种机型，在客座率、航班频次等方面取得了极好的运营效果
和经济效益。此次创立蔚蓝航空，尼尔曼结合捷蓝航空的成功
经验及巴西民航业的特点，经过仔细研究和比较，最终选定了
118 座的 E195 飞机和 70 座的 ATR72 飞机作为公司主力机型。
实践再次证明，尼尔曼的决策非常正确，蔚蓝航空在不同城市、
不同季节和不同时刻灵活运营上述两种机型，取得了非常好的
运营效果，客座率长期稳定在 80% 以上，明显高于塔姆航空和
戈尔航空运营干线飞机的客座率。
蔚蓝航空飞机的平均日利用率达到了 12 个小时，明显高于
其他巴西的航空承运人。虽定位为低成本航空，但蔚蓝航空却
通过差异化的舒适服务，以较小的成本赢得较高的客户美誉度。
在圣保罗，蔚蓝航空设立六处站点为乘客提供可直达维拉科普
斯机场的免费巴士。公司航班多数不靠廊桥，飞机停在接近登
机口的位置，旅客从飞机前后门同时登机落座（下飞机也是如
此），加之飞机 2+2 无中间座椅的布局，令飞机实现快速过站。
每个座椅靠背均安装了屏幕，提供实时同步的电视节目（葡语
及英语频道均多达二十多个），旅客可自行调台。公司旗下飞机
采用双级客舱布局，六排采用 34 寸间距的超级经济舱、二十多
34
排采用 32寸或 31寸间距的普通经济舱，以满足不同旅客的需求。
三、蔚蓝航空激发出新的航空客源，“Azul 效应”
显现
在蔚蓝航空进驻维拉科普斯后，客流量连续几年出现了
高速增长，而同期孔戈尼亚斯和瓜鲁柳斯机场的旅客增长相
对较慢。
of Azul flights do not use jetways – aircraft are parked close to the gate
and passengers board and deplane from the front and rear aircraft stairs.
That helps reduce the time between flights and increase productivity.
Each seat is equipped with in-flight entertainment that includes real-
time television with over twenty Portuguese and English channels. All
Azul aircraft have leather seats. The six rows at the front of the aircraft
are reserved for high-fare passengers and have 34-inch pitch in a super
economy class configuration. The other twenty rows are all 31-inch
or 32-inch pitch in standard economy class seating. Azul encourages
communication with passengers. Crew members offer free drinks and
snacks so that passengers can take as much as they want.
III. Azul Stimulated New Markets
As shown below, Campinas Airport has seen rapid passenger growth
after Azul started service. Growth at both Congonhas and Guarulhos
Airports has been comparatively low during the same period.
Data show a significant decrease in TAM and GOL market share at
Campinas airport since Azul began flying there yet their traffic volumes
has remained almost unchanged. Azul's passengers are, therefore, new
travelers and represent stimulated traffic volume. This is Azul's Blue
Sea, finding business by offering attractive fares and flights instead
of poaching passengers from TAM and GOL. Azul's fares stay a little
below those of TAM and are almost equivalent to GOL. The difference
is Azul's superior cabin comfort compared to GOL.
Pax growth yoy guarulhos Congonhas Campinas
2009 14% 1% 212%
2010 25% 13% 48%
2011 13% 8% 36%
2012 12% 0% 23%
同时，在蔚蓝航空进驻维拉科普斯机场后，表面看塔姆和
戈尔航空在该机场的市场份额出现了大幅度的下降。但从旅客
的绝对量看，两家公司的实际承运旅客人数没有大幅度的变化，
因为蔚蓝航空的旅客来源基本是该机场的新增旅客。换言之，
蔚蓝航空是通过有吸引力的票价水平和差异化的优质服务刺激
出了新的市场，即“蓝海”，并非从塔姆和戈尔航空抢夺客源。
数据显示，蔚蓝航空的票价水平基本保持略低于塔姆航空，与
戈尔航空基本持平，但客舱舒适和服务水平明显高于戈尔航空。
在蔚蓝航空入驻以前，坎普那斯机场日均航班量只有 19
个，而目前该机场日均航班量已经增加至 170 个，其中蔚蓝航
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Before Azul started flying, there was only an average of 19 daily flights
at Campinas Airport. Now, the number has increased to 170 and Azul
accounts for over 90% of those departures. For example, there was no
nonstop flight between Campinas and Salvador. It took about 4.5 hours
to travel via connecting flights and the average daily passengers volume
between the two cities was only 35. After Azul, there were 4 daily
nonstop flights, travel time is 2.5 hours, and the daily passenger volume
has increased to 410. Between Campinas and Rio de Janeiro, there
were only 6 daily flights with 300 passengers before Azul. Today, there
are 27 daily flights (21 operated by Azul) that carry 1,890 passengers.
Azul has recorded rapid growth for four consecutive years. Its fleet
has expanded to 130 aircraft after merging with TRIP. After Azul
entered the market, the number of domestic routes rose from 594 in
2009 to 788 in 2011. The carrier accounted for the majority of that
increase and its flights to second and third-tier cities has improved
their overall connectivity with the rest of the country, which people
call the "Azul Effect".
IV. Azul Merges with TRIP and Enters a New Phase
In January 2011, TAM and LAN, Chile's largest airline, agreed to merge
and established Latin America's biggest airline group, LATAM. In July
of that year, GOL announced that it would acquire Webjet, another
Brazil airline. In May 2012, Azul merged with TRIP, Brazil's sixth-
largest airline.
TRIP Airlines, founded in 1998, has a market share of about 4.2% and
ranks 6th in Brazil. It operates mainly regional flights with E-Jets and
ATR turboprops. The carrier has an extensive route network. Though
launched much later than TRIP, Azul's brand is stronger than TRIP's.
The merged entity now makes it the third largest airline in Brazil.
Although its market share (16%) still lags behind TAM and GOL, its
route network reaches every corner of Brazil.
Azul and TRIP have similar business philosophies and models and are
generating new revenue and cost savings after the merger. The new
carrier serves 100 cities and has 779 daily flights on 258 routes that
are scheduled from two principal hubs, Campinas and Belo Horizonte.
Fifty-five percent of Azul's routes have no direct competition. It would
空执飞的航班比例高达 95%，确立了其在该机场枢纽航空公司
的地位。
以坎皮那斯至萨尔瓦多（Salvador）为例，在蔚蓝成立之前
两地没有直达航班，乘坐中转航班需 4 个半小时，两地间日均
旅客仅为 35 人。而现在，该城市每日直达航班达到 4 个，耗时
仅为 2 小时 25 分钟，日均旅客上升至 410 人。再以从坎皮那斯
至里约热内卢为例，蔚蓝航空成立前每日仅有 6 个航班，日均
旅客 300 人，而目前该航线上每日航班有 27 个（其中 21 个航
班是由蔚蓝航空执飞），日均旅客增长到了 1,890 人。简而言之，
蔚蓝航空的确激发出新的市场、新的客源。
蔚蓝航空自成立之时已经连续四年实现了高增长，目前机
队已经达到 130 架（合并 TRIP 后）。在蔚蓝航空出现并成长壮
大后，巴西国内航线开通数量从 2009 年的 594 条增长至 2011
年的 788 条，其中增长部分的绝大多数来自于蔚蓝航空的贡献。
蔚蓝航空进军巴西民航二三线城市和机场蓝海市场，大大
提高了这些城市和机场的通达性。业界人士将巴西这种航空通
达性的增长称之为“Azul 效应”。
四、合并旅程航空公司（TRIP），蔚蓝航空迈上新
台阶
2011 年 1 月，智利最大的航空公司 LAN 和巴西第一大航
空公司塔姆宣布签署合并协议，成立拉美最大的航空控股集
团 LATAM。2011 年 7 月，戈尔宣布收购巴西另一家航空公司
Webjet。
在此背景下，蔚蓝航空也在寻找潜在的并购对象。2012 年
5 月，蔚蓝航空宣布并购旅程航空公司。旅程航空成立于 1998
年，是巴西第六大航空公司，主要提供支线航班，机队基本为
E-喷气系列飞机和ATR涡浆飞机。虽然市场份额不高（约 4.2%），
但旅程航空拥有巴西国内非常广泛的航线网络。
此次并购，为蔚蓝航空确立巴西国内第三位的市场排名打
下了坚实的基础。虽然 16% 的市场份额相较塔姆和戈尔航空还
有差距，但已甩开其他对手，且航线网络已经覆盖巴西全境，
巴西民航业三足鼎立的格局也已经初具形态。
36
蔚蓝航空与旅程航空具有相似的经营理念和机型结构，合并
后在收入和成本方面均产生较大的协同效应。并购后，蔚蓝航空
在巴西境内拥有高达 100 个目的地、258 条航线和 779 个日航班
次，飞行服务覆盖以坎皮那斯和贝洛奥里藏特（Belo Horizonte）（蔚
蓝航空开辟的第二个主运营基地）为基地的都市群。合并后的蔚
蓝航空，55% 的航线没有直接的竞争者，而塔姆和戈尔航空要想
进入这些市场则要付出较大的代价，因其旗下机型较大，为这些
新兴市场提供飞行服务并不经济。据预测，此次合并后，蔚蓝航
空的运营收入还会在未来几年持续呈现大幅增长，2015 年市场
份额有望扩大至 25%，为巴西市场上增长最快的航空公司。
五、“蓝海”故事吸引了众多资本界的关注
蔚蓝航空的“蓝海”故事吸引了众多金融机构和租赁公
司的关注。巴西最大的几家银行 Banco Do Brazil、Bradesco 和
BNDES 均已与其建立了金融合作，飞机租赁公司 GECAS、CIT、
Aircastle、Orix、Aldus、Jetscape 等也与其成功完成了飞机租赁交易。
蔚蓝航空的成功更吸引了来自大洋彼岸中国金融机构的目
光。海航集团旗下的香港航空资本租赁公司和中国银行旗下的中
银航空租赁公司已经分别以经营租赁形式为蔚蓝航空融资了数架
飞机。2013 年，中国工商银行旗下的工银金融租赁有限公司大
力拓展南美市场，也与蔚蓝航空完成了五架 E195 飞机的经营租
赁项目。这些足以说明中国的金融机构也十分看好巴西民航业、
特别是巴西支线航空这片“蓝海”以及蔚蓝航空的未来发展。
蔚蓝航空首席财务官在 2013 年 9 月的南美航空金融年会期
间透露，公司虽然决定推迟 IPO 计划，但仍在继续推进，预计
2014 年初有望在纽交所和巴西交易所两地上市。鉴于过去近五
年该公司的成功发展和创始人尼尔曼的较高知名度，相信蔚蓝
航空一定能够吸引到两地的投资者，成功完成 IPO，从而进一
步聚集资本，巩固其在巴西支线航空这片蓝海中的领先地位。
结语
据统计 , 中国民航 78% 的国内定期航线日均客流不到 300
人，国内 180 多个机场中有 50% 通航城市少于 10 个，国内有大
量的机场资源远未充分利用。蔚蓝航空的故事表明，创造“蓝海”
不仅要善于发掘闲置机场的“蓝海”潜力，同时更需要引入适
合座级的机型，提高航班的通达性、便捷性和频次以刺激新的
客源，进而才能在“蓝海”市场中实现经济效益。
笔者参照蔚蓝航空选择“蓝海”坎皮那斯机场的经验，也
试图在中国选择一些潜力巨大的市场供参考。如南充机场：位
于成渝经济带，西接成都和绵阳、南临重庆、北接广元、东至
达州，但目前通航城市只有 10 个；南通机场：南通经济发达，
机场虽然离市区近，但每日航班量只有约 10 个；佛山机场：地
理位置靠近广州，目前为军民两用，有望进一步放开民用航班
时刻。
笔者在此抛砖引玉，并通过介绍蔚蓝航空的发展经验，希
望能够对我国新成立的航空公司的市场战略和市场定位有所裨
益，引发对于如何在民航市场激烈的竞争中另辟蹊径，选择差
异化经营，开创“蓝海”的进一步思考。
2.7 5.2 8.6 16.7 19.4
1.4 2.5
4.1
0
10
20
30
2008 2009 2010 2011 2012 2013E
客运运能 （十亿） Growing ASKs (billions)
Azul TRIP
2.1 4.4 8.2 17.1 21.7
1.4 2 3.2 4.7
0
20
40
2008 2009 2010 2011 2012 2013E
旅客周转量（百万） Growing pax transported
(millions)
Azul TRIP
蔚蓝航空的高速运量增长 Azul High Traffic Growth
蔚蓝航空的成就 Achievements of Azul
• 刺激需求 Stimulated Demand
• 运输量大增 Rapid traffic growth
• 增加市场份额 Market share increased
• 70个城市占主导，42个城市独飞 Leading operator in 70 cities, sole operator in 42 cities Azul
Gol TAM
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not be economical for TAM or GOL to enter those markets since their
aircraft are too large. Revenue from the new Azul is expected to grow
significantly in the coming years. According to its own forecast, Azul's
market share is expected to reach 25% by 2015 to make it the fastest
growing airline in Brazil.
V. "Blue Sea" Story Has Attracted Investment
Azul's success has attracted the attention of many financial and leasing
entities. Brazil's biggest banks, including Banco do Brazil, Bradesco,
and the BNDES have already established financial partnerships with
Azul, and aircraft leasing companies such as GECAS, CIT, Aircastle,
Orix, Aldus, and Jetscape have also successfully completed lease
transactions with Azul.
Azul's story has even attracted the attention of financial institutions
in China. Hong Kong Aviation Capital Leasing Company, under
the HNA Group and BOC Aviation Company of the Bank of China,
has financed several jets for Azul. In 2013, ICBC Financial Leasing
Co., Ltd. also completed an operating lease for five Azul E195s. All
of these illustrate confidence Chinese financial institutions have in
Brazil's civil aviation industry, especially the "Blue Sea" of Brazil's
regional aviation, and Azul.
As Azul's CFO revealed at LAN's annual meeting for its financial
results last September, the company decided to postpone an IPO
planned for this year. It will still pursue the initiative and is expected
to be listed on the NYSE and BM&F BOVESPA early in 2014. Given
the success of Azul over the past five years and the high visibility of its
founder, David Neeleman, there is no doubt that Azul will be able to
attract investors, successfully issue its IPO, and further gather capital to
strengthen its leadership in Brazil.
Conclusion
Statistics show that 78% of scheduled flights in China carry fewer
than 300 passengers per day and that 50% of the 180 airports in China
connect fewer than 10 cities. Azul's success reaffirms the importance of
unlocking the Blue Sea with right-sized aircraft to enhance connectivity,
offer convenience and build flight frequency.
Azul's success in choosing the right airport, Campinas, as its main
operating base could be an example for China. For example,
Nanchong Airport, located in the Chengdu-Chongqing Economic
Zone, connects Chengdu and Mianyang in the west, Chongqing in the
south and Guangyuan in the north, but the airport currently offers air
service to only 10 cities. Another recommended airport is Nantong
Airport. Although Nantong's economy is well developed and Nantong
Airport is close to the downtown area, the airport has only about 10
daily flights. Foshan Airport, located close to Guangzhou, is currently
used for both civil and military flights and is expected to open to more
commercial flights.
Azul's story could be of value for Chinese start-up airlines in terms of
marketing strategies and positioning, how to avoid fierce competition,
and unlocking the Blue Sea for sustainable development.
www.embraer.com.cn
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巴航工业的飞机融资支持—专访巴航工业中国区飞机融资总监王涛
根据工银金融租赁有限公司（下称工银租赁）与巴西
蔚蓝航空公司签署的五架 E195 飞机售后回租协议，
2013 年 11 月，巴航工业和工银租赁向巴西蔚蓝航空公司交
付了第四及第五架 E195 飞机。五架全新 E195 的成功交付对
于巴航工业 E- 喷气系列飞机项目而言具有突破性意义，这是
中国内地租赁公司首次向中国本土以外的航空公司提供 E- 喷
气系列飞机经营性租赁服务。而促成此次成功的跨国合作，
巴航工业中国区飞机融资总监王涛可谓功不可没。
王涛于 2011 年加入巴航工业，现任中国区飞机融资总监，
负责客户融资支持、租赁公司客户关系和销售以及飞机资产
管理。2001 年至 2011 年，王涛供职于中国国际航空股份有
限公司期间，多次首创国内新型飞机融资结构，如中国民航
首笔无信用增级欧洲出口信贷融资、首笔无信用增级美国出
口信贷融资、首笔美国出口信贷债券、首笔法国税务租赁结
合欧洲出口信贷和资金参与结构等 ；其主持的飞机融资项目
多次获得国际性结构融资奖项，如 2010 年《航空金融》杂
志颁发的亚太最佳交易奖；曾安排融资和租赁飞机逾 200 架。
据王涛介绍，巴航工业在全球各地的办公室均设有专业
的飞机融资支持客户经理，“飞机的生产周期较长，往往需
要提前两三年签署订单，而银行和租赁公司对于客户实行的
是实时的信用评估，信用评估的有效期通常不超过一年，因
此客户在采购飞机时通常无法确定飞机的融资方案。巴航工
业飞机融资支持部门实时跟进公司飞机交付计划，主动、及
时了解客户的融资需求及渠道并提供相应的支持，其核心目
的是通过为客户提供量身定制的融资支持服务，保证客户飞
机的顺利交付并实现公司的收入。”
大多数国家都设有为支持本国产品出口而提供融资支持
的官方出口信贷机构，巴西也是如此。事实上，经济与合作
发展组织（“经合组织”）的报告显示，在未来几年时间里，
政府支持的融资将持续成为国际贸易融资结构中的重要组成
部分。自 2008 年起，巴航工业的客户即可以通过巴西的出
口信贷机构进行融资，包括巴西国家发展银行和巴西出口信
用保险公司。“在金融危机中，公司客户中通过巴西出口信
贷进行融资的比例显著增加，因为商业银行在此期间大幅削
减了信贷额度。尽管出口信贷属于政策性融资，限制条件诸
多且程序复杂，但无疑有助于客户实现融资渠道多元化、优
化融资组合。巴西的出口信贷支持不仅支持巴航工业商用飞
机的融资，也支持公务机融资项目，目前国内也有公务机客
户正在申请通过巴西的出口信贷机构进行融资。”
作为巴航工业中国区客户融资支持的负责人，王涛不仅
需要支持本土航空公司客户获得国内外的融资来源，同时也
需为海外客户获得中国金融机构的服务提供支持，协助公司
在全球的业务发展，如前述工银租赁与巴西蔚蓝航空的合作。
“工银租赁与蔚蓝航空的合作属于经营性租赁模式。这种模式
对于航空公司而言不仅可以获得长期稳定的资金来源，节约
了其在银行的信用额度，而且是 100% 的融资，在保证机队迅
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agencies to support the export of the country's own products.
Brazil is no exception. An OECD report shows that over the
next few years, government-supported financing will continue
to be an important component of international trade. Since
2008, Embraer customers have had access to financing through
Brazilian export credit agencies (ECAs), including the Brazilian
National Development Bank and Brazilian Export Credit Insurance
Corporation. "During the economic crisis, the proportion of
Embraer customers financing through Brazilian ECAs increased
significantly. Although export credit belongs to government
financing with many restrictions and complicated procedures, it
has undoubtedly helped customers to diversify financing channels
and optimize their financial portfolios. Besides supporting the
financing of Embraer commercial aircraft, Brazilian ECAs are
used to finance business jets. Currently, there are some Chinese
executive jet customers who plan to use Brazilian ECAs."
As the person in charge of finance support at Embraer China, Wang
Tao helps Chinese customers get financing from local and foreign
sources and assists overseas customers with financing from Chinese
institutions, such as the transaction between Azul and ICBC Leasing.
"The agreement between ICBC and Azul is an operating lease.
This gives the airline sustainable, long term, 100% capital support,
preserves its cash flow, allows the carrier to expand its fleet quickly,
and optimizes the asset-liability structure. These are really important
for companies like Azul which is relatively young and plans be
publicly listed."
“Sales finance support is more often deemed after-sales support
however we are actively involved throughout a sales campaign.
For example, in early negotiations with customers, we analyze
feasibility and propose customized financial solutions so as to
eliminate their worries."
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On Embraer's Sales Finance SupportAn Interview with Wang Tao, Embraer China’s Director of Sales Finance
In November, the 4th and 5th E195s were delivered to Azul
Airlines of Brazil. The carrier arranged the acquisition
through a transaction with ICBC Financial Leasing. The
deliveries were a milestone in Embraer's E-Jets program since
it was the first time a mainline China-based lessor provided an
E-Jet operating lease for a non-Chinese airline. Mr. Wang Tao
facilitated the landmark achievement.
Wang Tao joined Embraer China in 2011 as the Director of Sales
Finance and was responsible for customer financing support, lessor
relationships, sales and asset management. Between 2001 and
2011, Wang Tao worked in the finance department of Air China and
developed many innovative aircraft financing structures including the
first European ECA and US Eximbank transactions in China without
credit enhancements, the first US Eximbank guaranteed bond in
China, and the first French tax lease combining ECA finance and
funding. Wang Tao's innovations have won several awards in the
areas of international structured finance such as Airfinance Journal's
2010 Asia Pacific Deal of the Year. During his tenure at Air China,
he arranged financing and leases for over 200 aircraft.
According to Wang Tao, Embraer has professional staff in offices
around the world to arrange sales financing. "Since the aircraft
production cycle is quite long, airlines need to place orders 2-3 years
in advance yet banks have real-time credit ratings which are normally
only valid for one year. This makes it difficult for customers to
identify financing solutions when purchasing aircraft. Embraer's
sales finance team closely follows the company's aircraft delivery
schedule, proactively communicates with customers who need
financial assistance and provides support accordingly. The ultimate
goal is to ensure smooth delivery of customer aircraft by providing
tailored financing support services."
Most of the countries around the world have set up official credit
40
速扩张的同时却不占用大量的自有现金，改善公司的现金流状况、
优化资产负债结构，这一点对于巴西蔚蓝航空公司这样成立时间不
长且志在上市的公司而言更加重要。”
“飞机的融资支持多被视为售后支持。但实际工作中，我们也
根据公司的业务发展需要提供售前支持。如在初期与客户协商谈
判时，根据客户的具体需求，为客户分析和联系可行的购机融资
方案，解除客户的后顾之忧。”
随着巴航工业商用飞机在全球范围获得极大成功并得到越来
越多评估机构、融资租赁机构的认可，如 E-Jets E2 系列飞机一推
出市场即赢得全球最大的喷气飞机租赁公司之一、国际租赁金融
公司（ILFC）50 架飞机的确认定单，王涛也将努力推进公司在中
国租赁公司的飞机销售业务。“租赁公司的飞机采购行为实则是对
飞机机型和飞机机位的投资。随着中国的飞机租赁公司逐步实现
业务国际化、投资多元化，相信未来对中国租赁公司的飞机销售
业务也会得到一定的发展。”
王涛表示，为客户提供多元化、最大限度保障客户利益的融
资支持是巴航工业飞机融资支持部门不懈努力的动力源泉。巴西
是经合组织民用飞机出口信贷谅解备忘录（OECD-ASU）的签署
国之一，巴航工业积极支持巴西官方出口信贷机构参与完善和具
体实施该飞机出口信贷规则，为全球用户在购买巴航工业飞机进
行出口信贷融资时能够获得公平合理的支持。“中国与巴西同为金
砖五国。作为巴西最主要的的出口企业之一，巴航工业未来也将
致力于探索建立中巴出口信贷之间的合作，为中国客户建立新的
融资渠道，促进中巴贸易的发展。”
Embraer commercial aircraft has achieved worldwide success
and recognition. The number of lessors that have added E-Jets
to their portfolios is increasing. Embraer recently received
an order for 50 E-Jet E2s from the world's largest aircraft
leasing and sales company, International Lease Finance
Corporation (ILFC). Wang Tao is trying to promote sales to
lessors in China as well. "A purchase by a leasing company
is an investment in aircraft type and delivery slot. As Chinese
leasing companies now aim to diversify their asset portfolios
and broaden their business internationally, I believe sales to
these entities could develop quickly in the future.”
Providing customers with diversified financing solutions to
maximize their interests is what motivates Embraer's sales
finance team according to Wang Tao. As Brazil is one of the
signatories of the Organization for Economic Cooperation
and Development – Aircraft Sector Understanding (OECD-
ASU), Embraer is active in assisting the country's ECAs
with revisions to export credit rules for commercial aircraft.
This helps to ensure that Embraer's customers obtain the
most favorable terms when they purchase aircraft. "As
one of the leading export companies in Brazil, Embraer is
committed to promoting China-Brazil cooperation through
export credit, establishing new financing channels for
Chinese customers, and promoting trade between China and
Brazil."
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巴航工业低成本航空模式媒体座谈会LCC Media Seminar by Embraer China
20 世纪 70 年代美国民航放松管制后，低成本航空运输的
运营模式首先在美国出现，后逐步推广至欧洲、东南亚
及全球各地，影响了整个行业的基本架构和发展方向。近年
来，随着日本、韩国等东南亚国家的低成本航空公司相继开
通中国航线，低成本航空运输在中国得到越来越多的关注。
2013 年 12 月 19 日，巴航工业召开低成本航空模式媒体
座谈会，并邀请业内专家—中国民航科学技术研究院民航
发展研究所副所长胡华清先生、罗兰贝格全球合伙人可峰先
生、英国 OAG 航空国际有限公司中国区副总裁张韶晖女士，
以及十余家财经、航空主流媒体，以嘉宾发言、媒体与嘉宾
探讨的形式，共同就国外低成本航空公司的经验、中国低成
本航空运输的发展现状和趋势等议题展开交流。
作为全球最大的 130 座级及以下商用飞机制造商，巴航
工业已向全球 45 个国家的 65 家航空公司交付逾千架 E- 喷气
系列飞机。统计显示，约 18% 的用户将 E- 喷气系列飞机用
于低成本航空模式。
Low-cost carriers (LCCs) first appeared in the United States in
the 1970s along with the Airline Deregulation Act. This new
business model gradually developed in Europe, Southeast Asia and
other regions of the world. The model has changed the structure
and direction of the industry. In the last few years, as more low cost
carriers from Southeast Asia open routes to China, the model has
received increasing attention from the industry here.
On December 19, 2013, Embraer China held a media seminar on
LCCs. Experts from industry research institutions, including Mr.
Hu Huaqing, Deputy Director of the Civil Aviation Development
Institute under the China Academy of Civil Aviation Science
and Technology, Mr. Ke Feng, International Partner at Roland
Berger, and Ms. Karen Zhang, Vice President of OAG China, and
representatives from more than a dozen leading industry media
companies were invited to the seminar. Guests delivered speeches,
shared experiences of foreign LCCs, reviewed the current situation
and development trends of low-cost air travel in China, and had in-
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巴航工业中国区商用飞机市场总监王凤鸣先生结合公司
全球用户的低成本航空运输经验，以 E- 喷气系列飞机为例介
绍了 100 座级喷气飞机在低成本航空中的作用。“中国的低
成本航空市场潜力巨大。目前约 78% 的国内航线平均单班旅
客人数低于 120 人、68% 的航线每日单向班次不足 2 次，这
些中低客流量航线正是适合发展低成本航空运输的市场。低
成本航企的最大优势在于以较低的成本提供优质的航空服
务，因此最重要的是通过使用适合座级的机型全面降低运营
成本。100 座级的 E- 喷气系列飞机，不仅油耗、起降地服航
路费等均低于较大的机型，同时，因其过站时间短、维护间
隔时间更长以及无需跟机飞行等特点，飞机可以拥有非常高
的利用率。”
图1：变动成本对比Variable Cost
图2： 成本低带来更低的盈亏平衡旅客需求 Lower Breakeven Point than 170-Seat Jets
depth discussions with members of the media.
As the world's largest manufacturer of commercial aircraft up to
130 seats, Embraer has delivered over a thousand E-Jets to some
65 airlines in 45 countries. Embraer statistics show that 18% of
operators are deploying E-Jets in low cost business models.
Mr. Philip Wang, Director of Airline Marketing for Embraer China,
introduced the role of 100-seat jets by LCCs using E-Jets as an
example. “The Chinese market shows huge potential for low-cost
carriers. Currently, 78% of domestic routes carry fewer than 120
passengers per flight, while 68% of routes offer fewer than two flights
each way. These routes with medium and low passenger volumes are
ideal markets for developing low-cost air transportation. The greatest
advantage of low-cost carriers lies in providing quality service with
a relatively lower price. What's most important is to reduce overall
operating cost by using right-sized aircraft. One hundred-seat E-Jets
have lower fuel consumption and lower landing fees than larger
aircraft. Moreover, E-Jets generate high daily utilization because of
their short turn-around times and longer maintenance intervals.”
Mr. Hu Huaqing, Deputy Director with the Civil Aviation
Development Institute under the China Academy of Civil Aviation
Science and Technology, introduced the current situation of Chinese
LCCs by highlighting Spring Airlines, the only low-cost airline in
China. “CAPA data show that by the end of 2012, LCCs accounted
for only 6.7% of all domestic flights, much lower than the world
and Asia averages. Developing low-cost air transport is in line with
China's social and economic development. Second and third tier
cities need to be well connected by air with the outside world which
requires that airlines provide low-fare services. Whether to cope with
competition from high-speed rail or international carriers, low-cost
air travel is always an effective way to enhance the competitiveness
of Chinese carriers. Over the past few years, tourism to Southeast
Asia has developed rapidly yet China's airlines, who offer full service
on such routes, could not compete against LCCs from Southeast
Asia. Low-cost air travel is considered the ‘Blue Sea’ in the civil
aviation industry in which airlines can tap large volumes of new
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中国民航科学技术研究院民航发展研究所副所长胡华
清结合目前国内唯一的低成本航空公司春秋航空的发展，介
绍了我国低成本航空的发展现状，“CAPA 数据表明，截至
去年年末，低成本航空在我国国内航线中的比重仅为 6.7%，
低于全球、包括亚洲地区的平均水平。发展低成本航空符合
我国社会经济发展的需求。广大的二三线城市需要航企以低
票价、差异化的服务满足大众化的航空出行需求。无论是应
对高铁的冲击、还是日益激烈的国际航线竞争，发展低成本
航空都是提升航企竞争力的有效手段。近年来东南亚旅游发
展迅速，然而在此类航线上我国航企并不占优势，主要原因
在于其全成本服务难以与东南亚低成本航空公司相抗衡。低
成本航空是发掘民航的蓝海市场，即通过物廉价美的服务挖
掘新的客源。结合我国民航发展规划目标，相信低成本航空
将成为未来航空经济最大的增长点。”
罗兰贝格全球合伙人可峰也认同低成本航空较强的发
掘市场潜力的能力。“以石家庄市场为例，在春秋航空进驻
该机场后四年时间内，机场的年旅客吞吐量由 150 万人次增
长至约 480 万人次。二三线城市居民多属于价格敏感群体，
低成本航空在这些区域可以寻找到相应的市场需求。只要奉
行低成本理念，针对特定消费群体制定差异化的航空服务产
品，一定能够培育新的效益增长点。目前由于如机型引进、
航班时刻资源紧张等各种瓶颈问题的限制，低成本航空在我
国的发展仍较为缓慢。但可预见的是，随着市场的逐步开放，
低成本航空将呈井喷式发展并成为促进我国民航市场发展的
重要贡献力量。”
图3： 全球低成本航空发展 Low Cost Air Transportation in the World
图4：亚洲的低成本航空发展 Low Cost Air Transportation in Asia
passengers by providing cheap and qualified services. In light of
the goal of China's civil aviation development plan, I believe that
low-cost air travel will become a new economic growth point in the
aviation industry in the future.”
Mr. Ke Feng, a Partner at Roland Berger, agreed with the view that
low-cost air transport has the capability to tap the market potential.
“Take Shijiazhuang Airport in Hebei Province as an example.
During the four years since Spring Airlines has been offering service
there, the annual passenger throughput has increased from 1.5 million
to about 4.8 million. Low-cost carriers can satisfy the needs of these
less developed cities as passengers there are more price-sensitive.
As long as carriers adhere to low-cost principles and provide
differentiated and tailor-made services for potential customers
in these cities, low-cost carriers could maintain economic profit.
Because it is restricted by bottlenecks such as government control
on aircraft purchases and tight flight schedules, China's low-cost
airline market has developed slowly. However, it could be expected
that as the market gradually opens up, the development of low-cost
air transport will boom and become an important contributor to the
development of civil aviation in China.”
Ms. Karen Zhang, Vice President of OAG China, made a statement
based on company data which is regarded as having the world's
most authoritative statistics on air travel. “China's well-developed,
comprehensive transportation system is a 'double-edged sword’ for
44
英国 OAG 航空国际有限公司中国区副总裁张韶晖结合
其公司堪称全球最权威的航空数据，认为“中国日益完善的
综合交通运输系统既对航企造成一定的冲击，同时也可以成
为航企改变发展战略的动力。低成本航空可以成为航企应对
高铁冲击的有效手段。以日本为例，日本新干线对传统航空
运输造成了极大的冲击。而在本土低成本航空公司投入运营
后，航空运输业与高铁之间的竞争格局发生了逆转。尽管受
到经济低迷等因素影响，日本的低成本航空仍保持快速发展，
在国内航空市场中的比重在四年时间内由 5% 上涨至 17%。
在欧洲，尽管欧铁的服务无处不至，低成本航空的发展也极
为迅速。如在伦敦的几个机场中，低成本航企占据了其系统
总座位数约 30%。”
鉴于巴西与中国国情及经济发展等多方面相似，巴航
工业中国区飞机融资总监王涛先生为嘉宾及媒体朋友分享了
多次荣获 CAPA 及 Skytrax“全球最卓越的低成本航空公司”
称号的巴西蔚蓝航空公司的发展经验。“2008 年，巴西蔚蓝
航空以 E- 喷气系列飞机作为启动机型正式开始运营。此前巴
西国内旅客已习惯于南北飞行途中多站点经停，而蔚蓝航空
则通过引入适合座级的机型，进军巴西民航二三线城市的蓝
海市场，为旅客提供高频次的直达航班服务，加之极富竞争
the civil aviation industry. On the one hand, it competes against air
transport but on the other hand it motivates airlines to change their
marketing strategies. Low-cost carriers can be an effective way to
compete with high-speed rail. In Japan, the Shinkansen had a huge
impact on traditional air travel. However, after low-cost carriers
introduced flights, competition between air transport and high-speed
rail reversed. Though affected by factors like economic downturns,
low-cost carriers in Japan have maintained their rapid development in
recent years and their market share in the domestic market has risen
from 5% to 17% in four years. In Europe, despite ubiquitous rail
service, the development of low-cost air travel has been extremely
fast. For instance, low-cost carriers account for 30% of fleet capacity
at airports in London.”
Considering the similarities between China and Brazil, Mr. Wang
Tao, Director of Sales Finance for Embraer China, shared the story
of Azul Airlines. The carrier was recognized by CAPA and Skytrax
as the Best Low Cost Carrier. “Azul started revenue service with
Embraer E-Jets in 2008. Its right-sized fleet allowed the carrier to
introduce a new business formula by offering new non-stop routes
with high-frequency flights and low fares for domestic travelers long
accustomed to multi-stop flights
when flying north-south. The carrier
not only improved the connectivity
of these cities, it also tapped into
a huge market which helped the
company grow quickly. Azul has
become the third largest airline in
Brazil after TAM and GOL.”
Mr. Guo Qing, Vice President of
Marketing and Sales for Embraer
China, concluded the seminar by
saying, “Developing low-cost air
travel in China can not only meet
the need to offer essential air service
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to the public, it can also support the economic development of
Western and Central China. Providing essential air services
refers to accessibility and services that are more affordable to
the masses. The implementation of a ‘Blue Sea’ strategy and
the development of low-cost air travel are powerful means
for major airlines to adjust their marketing strategies and to
compete with high-speed rail.”
Low-cost air transportation is now being promoted by the
Civil Aviation Administration of China (CAAC). At the LCC
seminar jointly held by ICAO and CAAC in November 2013
in Beijing, Mr. Xia Xinghua, Deputy Administrator of the
CAAC, stated that the CAAC would encourage the launch of
low-cost airlines and the investment of private capital or other
social funds in LCCs. He also stressed that the CAAC would
improve pertinent regulations, reduce barriers to market entry,
simplify approval procedures, and support large-scale airlines
in establishing low-cost subsidiaries in order to further explore
market resources and meet market demand.
力的票价水平和差异化的优质服务刺激出了新的市场，不仅大大
提高了这些城市的通达性，更在业已被塔姆航空和戈尔航空垄断
的巴西民航市场中寻找‘蓝海’并逐步成长壮大，发展成为巴西
第三大航空公司，形成今天巴西民航业‘三足鼎立‘之势。”
巴航工业大中华区商用飞机市场及销售副总裁郭青在总结
此次研讨会时表示，“中国发展低成本航空运输不仅是民航大众
化战略的需要，也是西部大开发和中部崛起的需要。普遍化的航
空服务，不仅仅指航空服务的通达性，更在于为广大群众提供可
负担的航空服务。同时实施差异化的蓝海战略，发展低成本航空，
也是大型航空公司调整发展战略、应对高铁竞争的有力工具。”
中国民航局也积极鼓励低成本航空的发展。中国民航局副局
长夏兴华在 2013 年 11 月由国际民航组织 (ICAO) 与中国民用航空
局在北京共同举办的低成本航空运输研讨会上即表示，中国民航
局鼓励设立低成本航空公司；鼓励民间资本和其他社会资金投资
低成本航空领域，并强调民航局将完善相关规章，进一步降低设
立门槛，简化审批手续，支持大型骨干航空公司设立低成本航空
子公司，拓宽市场资源、满足市场需求。
E-喷气系列飞机助飞低成本航空E-Jets for LCC Business Models Worldwide
45
Embraer Beijing Representative OfficeSuite 1806, Tower 2, China Central Place Office Building, NO.79 Jianguo Road, Chaoyang District, Beijing, 100025, PRC
Tel: 86-10-6598 9988Fax: 86-10-6598 9986E-mail: [email protected] www.embraercommercialjets.com.cnwww.embraerexecutivejets.com.cn
巴西航空工业公司大中华区驻场客户服务联系方式
驻天津航空有限责任公司
天津基地电话 ：86-22-5820 8515/6/7
传真 ：86-22-5820 8516
驻中国南方航空公司
广州基地电话 ：86-20-3606 7599传真 ：86-20-3606 7598
乌鲁木齐基地电话 ：86-991-3807 088传真 ：86-991-3807 088
驻河北航空有限公司
石家庄基地电话 ：86-311-8517 7375
Embraer China Customer Support & Services
Field Support for Tianjin Airlines Co., Ltd.Tianjin BaseTel: 86-22-5820 8515/6/7Fax: 86-22-5820 8516
Field Support for China Southern Airlines Co., Ltd. Guangzhou BaseTel: 86-20-3606 7599Fax: 86-20-3606 7598Urumqi BaseTel: 86-991-3807 088Fax: 86-991-3807 088
Field Support for Hebei Airlines Co., LtdShijiazhuang BaseTel: 86-311-8517 7375
巴西航空工业公司北京代表处
中国北京市朝阳区建国路 79 号华贸中心 2 号楼 1806 室邮政编码 ：100025电话 ：86-10-6598 9988传真 ：86-10-6598 9986E-mail: mirage.zhong@bjs.embraer.comwww.embraer.com.cnwww.embraercommercialjets.com.cnwww.embraerexecutivejets.com.cn
