國籍航空客運服務業者之經營策略分析

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题名:	國籍航空客運服務業者之經營策略分析
作者:	李儀南;Li,Yi-Nan
贡献者:	高階主管企管碩士班
关键词:	航空產業;客運服務;S-C-P架構;Aviation Industry;Passenger services;S-C-P
日期:	2016-07-12
上传时间:	2016-10-13 13:58:49 (UTC+8)
出版者:	國立中央大學
摘要:	自古以來，人類對於自由飛行的嚮往，從最初的探索、懷抱理想，到1903年12月17日萊特兄弟駕駛「飛行者」1號飛機成功飛行，僅僅短短百餘年即夢想實現。航空運輸產業從第二次世界大戰後，因軍機運量的激增及戰後改良與精進，伴隨航空科學的技術與發展一日千里更顯重要，而在經濟發展上，亦是國家競爭力的重要表徵。除了商務外，近年來政府積極推銷台灣觀光，對長途旅程的旅客而言，航空運輸無疑是最有效率的選擇，因此各家航空公司不斷的開拓新航線、航點及提供更多更新的客運服務來搶攻市場。對於旅客在選擇航空公司時，決定權取決於客運服務的差異好壞及服務滿意度，目前除了國籍現有的航空民營業者外，國外廉價低成本的航空業者也來搶攻市場，因此客運服務將是旅客最重要的決定因素，包含航空公司的票價、機位座位規劃、機隊航線及航點、行銷模式、策略聯盟等，因此本研究將採S-C-P研究方法，針對國籍航空業者的客運服務作探討與分析，協助業者提出建議及參考，而上述也是影響航空業者績效獲利的因素。除燃油價格波動外，面對低成本航空公司陸續投入市場等，國籍航空業者應積極把握現有優勢，調整改變與創新客運服務的劣勢因素，創造良好績效，以邁向最佳國際航空公司之列為目標。;Since the ancient days, human had been yearning for a free flight, from initial exploration, embracing the idea, till the Wright brothers made "aviator" No. 1 successful flight on Dec 17, 1903, just a short period of hundred years, and that′s a dream come true! After the World War II, due to the surge in volume and sophisticate modified military aircraft, along with the aeronautical science and technology, the aviation industry has rapid development and it becomes more important. It also reflects and becomes the symbol of the Nation′s competitiveness. In addition to aviation business, the Government also has been actively promoting Taiwan tourism. For long haul travelers, the air transport is undoubtedly the most efficient option, so all airline continues to establish new routes, destination, and to provide new and fashion passenger services to grab the market share. In selecting an airline to travel with, the travelers decision lies on airline service provided and passenger satisfaction. In Taiwan, besides the local airlines, there are many low cost operators from abroad jumping in trying to grab a piece of the market. So, the passenger service becomes the major factor for travelers to choose to fly with, I.e. Airline ticket fare, on board seat planning, flight routes, destination, sales promotion, strategic alliances and etc. Therefore, this study will do the research and analysis based on S-C-P research methods, aiming at passenger services of Taiwan aviation market, then making recommendation for local industry reference. In fact, all the above mentioned are also the key factors reflecting airline profit performance! Facing the continuous-threat of the low cost airlines marching into this market, aside from the fuel fluctuation, local Taiwan airlines should seize its present advantageous status, make changes and innovate in passenger service towards the goal of being the best airline in the world !
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