航空產業創新票價產品之探索性研究：活動體系圖觀點;An Exploratory Study on Fare Innovation in the Aviation Industry: Perspectives of Porter’s Activity System Maps

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Title:	航空產業創新票價產品之探索性研究：活動體系圖觀點;An Exploratory Study on Fare Innovation in the Aviation Industry: Perspectives of Porter’s Activity System Maps
Authors:	黃金松;Huang, Chin-Sung
Contributors:	資訊管理學系在職專班
Keywords:	航空產業;五力分析模型;活動體系圖;競爭策略;創新票價產品;定價;Aviation Industry;Five Forces Analysis Model;Activity System Maps;Competition Strategy;Fare Family;Pricing
Date:	2020-07-06
Issue Date:	2020-09-02 17:58:55 (UTC+8)
Publisher:	國立中央大學
Abstract:	臺灣是一個海島型國家，對外交通高度仰賴海空運輸，根據交通部民用航空局統計，近十年（2010 - 2019）搭乘飛機出國人次年平均為1,200萬人次，近六年臺灣機場進出旅客人數年平均成長率皆高於4%，不論旅次目的皆顯示臺灣航空運輸產業的蓬勃及與日俱增的需求。因應全球趨勢及消費者需求改變，臺灣三家航空公司相繼導入Amadeus的全新票價產品（Fare Family），票價產品改變航空公司原本的銷售樣貌，改變過去單一艙等單一票價的銷售模式，多元且彈性的票價產品創造更高的品牌價值。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.
Appears in Collections:	[Executive Master of Information Management] Electronic Thesis & Dissertation

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