本研究屬於典型的在地性與局部性的知識個案（A local knowledge case），首先回顧臺灣航空產業概況與浮動票價機制的運作，運用麥可·波特（Michael E. Porter）的五力分析模型掌握臺灣航空產業的競爭關係，利用個案研究法與專家的洞察力（Insight）找出產業的價值主張與關鍵活動，繪製航空公司及票價產品的活動體系圖，從中發現航空公司各別的獨特性，並提出票價產品對於航空公司的競爭力影響。
研究發現，臺灣三家航空公司皆具有其獨特性，並有顯著的價值主張與關鍵活動。然而票價產品的導入，有效地區隔市場需求，使航空公司能看見顧客、留住顧客，創造營收。 ;Taiwan is an island nation. Its external connections rely heavily on air and sea transportation. According to statistics from the MOTC Civil Aeronautics Administration for the past decade (2010–2019), an average of 12 million persons traveled abroad by plane each year. Average growth rates over the past six years for travelers accessing airports in Taiwan all exceeded 4%. No matter the purpose of travel, this shows that Taiwan’s air transportation industry is booming with the demand that increases every day.
In response to global trends and changes in consumer demand, three airlines in Taiwan have successively introduced Amadeus’ Fare Family. This has transformed the airlines’ original sales models into the “single fare for a single class” sales model. The diversity and flexibility of Fare Family have created higher brand value.
This study is a typical local knowledge case. The general situation of Taiwan’s aviation industry and the operations of price fluctuation mechanisms were reviewed. Michael E. Porter’s “Five Forces” model was adopted to gain an understanding of competition in Taiwan’s aviation industry. Case research and expert insight were employed to find the industry’s value propositions and key activities. Porter’s activity system maps for the airlines and Fare Family were drawn, and from these maps, the unique characteristics of each airline were found. The impact of Fare Family on airline competitiveness is also given.
The research results show that these three airlines demonstrate unique characteristics, with clear value propositions and key activities. In addition, the introduction of Fare Family has led to effective market demand segmentation and enabled the airlines to see customers, retain customers, and generate revenue.
