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姓名 吳仁山(JEN-SHAN WU) 查詢紙本館藏 畢業系所 高階主管企管碩士班 論文名稱 美國西南航空競爭優勢分析 相關論文 檔案 [Endnote RIS 格式]
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摘要(中) 由於石油價格日益高漲，造成燃料油價格高漲，航空公司營運成本增加，但是由於航空產業競爭激烈，使得航空公司不易將所多增加之成本完全轉嫁給消費者。在這樣惡劣的整體環境因素下，廉價航空卻多能維持成長與獲利，西南航空更為其中之表率。
營運模式可以被視為是廠商各項策略的一個整合代表。一般大型的航空公司多為網絡航空公司，希望能夠吸引更多的旅客到它們的hub，基本上就是要利用規模經濟的效益，要吸引大量需求以承擔龐大的固定成本。廉價航空的營運模式有許多特點，其中低價當然是最重要的一項特色。大多數的廉價航空與大型航空公司的差異會呈現在其訂價策略、機場選擇、機隊、航線結構、通路、和生產力。
西南航空刻意避免採用hub-and-spoke模式，因此其班機的起降不會太過於集中於少數機場。但是西南航空之成功因素並不是只在於單純的”直飛航線”、”單一機型的機隊”或是”no frills”，而是全方位的致力於節省各項成本，所以有許多創新的作法，不是因循其他航空公司之固定的模式。由於這些成功的因素已深入在西南航空的營運模式中，其他航空公司只能模仿到其中一兩項作法，但是缺乏所謂的”Southwest spirit”，這些大型航空公司無法作根本上的改變，因此這些模仿大都並不成功。也就是西南航空的核心競爭力是不容易被模仿的。摘要(英) As the cost of fuel rises with the oil price, it is more and more difficult for airlines to survive. The competition within the industry makes it hard for airlines to increase air fare. As many legacy airlines have filed for bankruptcy, low-cost airlines’ success is intriguing. Southwest Airlines is regarded as the first and the most successful low-cost airline company.
Most legacy airlines use the hub-and-spoke model to save on economies of scale. However, Southwest Airlines uses the point-to-point model instead. Rather than saving cost due to economies of scale, Southwest Aurlines saves costs from other aspects, such as low distribution costs of tickests by using internet, low maintanence costs of aircraft by using one type of aircraft, low fuel costs by hedging, and low landing costs by using secondary airports.
It is difficult for other airlines to minick Southwest Airlines’success as it is not attributed to any single factor. However, Southwest Airlines faces more and more challenges as it grows bigger.關鍵字(中) ★ 廉價航空
★ 規模經濟
★ 點對點模式
★ hub-and-spoke模式關鍵字(英) ★ economies of scale
★ Low-cost airlines
★ and point-to-point
★ hub-and-spoke論文目次 中文摘要...............................................iv
英文摘要...............................................vi
第ㄧ章 緒論............................................1
第一節 研究動機與目的................................... 1
第二節 研究架構......................................... 2
第二章 美國航空產業簡介...........................3
第一節 美國國內航空產業簡介............................. 3
第二節 美國航空產業之五力分析........................... 6
第三節 廉價航空的優勢................................... 9
第四節 大型航空公司與廉價航空之差異.................... 12
第三章 西南航空之競爭優勢.......................20
第一節 西南航空發展概況................................ 20
第二節 西南航空之低價策略.............................. 25
第三節 西南航空之進入策略對市場的影響.................. 29
第四節 西南航空之低成本策略............................ 33
第五節 Hub-and-spoke與point-to-point 模式的成本比較... 40
第六節 燃料成本........................................ 49
第七節 燃料避險策略.................................... 51
第八節 勞動成本........................................ 55
第九節 其他航空公司的低成本策略........................ 56
第十節 西南航空的競爭優勢策略分析...................... 57
第十一節 西南航空之SWOT分析............................59
第十二節 西南航空未來可能之策略分析.................... 62
第四章 結論...........................................65
參考文獻.............................................. 67參考文獻 Ball, Christopher P., 2007, “Rethinking hub versus point-to-point competition: A simple circular airline model,” Journal of Business and Economic Studies 13, 73-87.
Bennet, R. and J. Craun, 1993, “The airline deregulation evolution continues: The Southwest effect,” U.S. Department of Transportation, Washington, D.C.
Berry, S., M. Carnall, and P.T. Spiller, 1996, “Airline hubs: costs, markups and the implications of customer heterogeneity,” NBER Working Papers No. 5561, National Bureau of Economic Research.
Boguslaski, Charles, Harumi Ito, and Darin Lee, 2004, “Entry patterns in the Southwest Airlines route system,” Review of Industrial Organization 25, 317-350.
Borenstein, S., 1992, “The evolution of U.S. airline competition,” Journal of Economic Perspectives 6, 45-73.
Borenstein, S. and N. Rose, 1994, “Competition and price dispersion in the U.S. airline industry,” Journal of Political Economy 102, 653-683.
Carey, S. and S. McCartney, 2003, “Reeling under losses, airlines turn to workers for big cuts.”Available at http://online.wsj.com/home/us (February 18).
Cobbs, Richard and Alex Wolf, 2004, “Jet fuel hedging strategies: options available for airlines and a survey of industry practices,” Northwestern University.
Dikolli, Shane S. and Karen L. Sedatole, 2004, “Delta’s New Song: A Case on Cost Estimation in the Airline Industry,” Issues in Accounting Education, 19, 345-358.
Flouris, Triant and Thomas John Walker, 2005, “The financial performance of low-cost and full-service airlines in times of crisis,” Canadian Journal of Administrative Sciences 22, 3-20.
Franke, Markus, 2004, “Competition between network carriers and low-cost carriers-retreat battle or breakthrough to a new level of efficiency?” Journal of Air Transport Management 10, 15-21.
Grillen, David and W. Morrison, 2003, ”Bundling, integration and the delivered price of air travel: Are low cost carriers full-service competitors?” Journal of Air Transport Management 9, 15-23.
Gillen, David and Ashish Lall, 2004, “Competitive advantage of low-cost carriers: some implications for airports,” Journal of Air Transport Management 10, 41-50.
Hansson, T., J. Ringbeck, and M. Franke, 2003, “Flight for survival: a new business model for the airline industry,” Strategy + Business 31, 78-85 .
Lawton, Thomas C., 2003, “Managing proactively in turbulent times: Insights from the low-fare airline business,” Irish Journal of Management 24, 173-193.
Pandora Group, 2006, Strategic Report for Southwest Airlines.
Southwest Airlines 2005 10-K, Securities and Exchange Commission File.
Windle, Robert J. and Martin E. Dresner, 1995, “The short and long run effects of entry on U.S. domestic air routes,” Transportation Journal 35, 14-25.
Zorn, B., 2001, “Comparing low cost markets in the USA, UK and Europe,” Aviation presentation, Amsterdam.指導教授 滕曉雲 審核日期 2008-7-20 推文 plurk
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