低成本航空公司經營模式與策略之研究

A research of the business model and strategy of low cost carriers

陸世杰(Shih-Chieh Lu)

指導教授 ： 顧志遠

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400660

摘要

自人類開始運用交通並投入發展後，空運遠比其他交通發展來的晚，但是進步卻是最快、影響最鉅。最大的原因莫過於其速度及便利性，過去往返兩國只能依靠陸路、海路時，無論是人員運輸或者貨物配送都相當耗時，造成的成本耗損和風險都相對增高。
因此自人類在一九○三年開始了第一次動力飛行後，各國無不極力投入發展航空產業，並於一九一四年全球第一條航線在美國Florida開始營運，首架為旅客所設計的民用全金屬飛機也於一九二七年相繼問世，埋下了民用航空運輸的第一顆種子。
由於航空產業屬於技術密集、資本密集的產業，耗費的成本相當高，過去的航空發展幾乎都由政府主導，主要以軍事作戰為主，在二次世界大戰後才促使軍民用航空合作發展，並將相關關鍵技術，如螺旋槳引擎轉型噴射引擎、軍用雷達轉用氣象雷達等相繼研發轉移，加上國際民用航空組織（International Civil Aviation Organization，ICAO）以及國際航空運輸協會（International Air Transportation Association，IATA）成立後，針對各國航空產業、飛行安全、經營發展、財務管理等都有律定相關法規管制，才更加加速了民用航空的成長茁壯。
民用航空發展過程中，由於耗費成本高，因此票價往往較陸海運來的高，一般民眾認為空運是較為浪費、奢侈的交通工具，也鮮少會經常利用其來搭乘。
但是在一九七一年美國Southwest Airlines成立後，該公司以獨特且靈活的低成本經營模式在美國擴大了航空業的生存空間，受其成功營運的鼓勵後，各國也相繼催生成立低成本航空公司，希望在航空產業能佔有一席之地，永續發展。
因此本研究將以個案研究的方法，並透過經營模式的文獻探討來發展架構，分析所選定的成功低成本航空公司進行探討，逐一深入了解其發展構面，以瞭解低成本航空公司如何讓顧客感受到真正的“低票價”，而這低票價的背後又是如何做到？
本論文選定四家低成本航空公司分別為Southwest、EasyJet、Air Berlin、Gol等個案進行經營模式分析，藉由各國的成功個案案例探討，進而提供國內航空產業轉型低成本經營的建議參考。本研究經由個案分析後，發現這些成功的航空公司都非常注重顧客的需求，也就是「低票價」，為了要達到顧客期望，唯一做法就是達到「低成本」，而各家航空公司都有其獨特的經營模式，無論是傳統低成本航空、多元化經營、混合型服務發展及利用開發中國家拓展等，目的就是為了達到最大的利潤，達到永續經營。反觀台灣民用航空發展，於二○一三年底中華航空及新加坡欣豐虎航合資的首家臺灣廉價航空公司「Tigerair Taiwan」，就是首家由傳統航空成立起家的廉價航空子公司，也就是說要回應國際低成本航空潮流的影響，企業也必須檢視自我的經營模式，迅速的增強競爭力並快速回應消費者的需求，才能在激烈的競爭環境中生存發展。

關鍵字

低成本航空 ； 廉價航空 ； 經營模式 ； 策略

並列摘要

Since human started to develop traffic technology, air traffic has become the latest one than the others. However, because of the speed and convenient, it’s the most important and outstanding one. We use to rely on land and sea transportation between countries. It took too much time, and it cost high and too risky.
People started the first engine flying in 1903, every country around the world put lots of effort in developing aviation technology. In 1914, the first airline in the world began to work in Florida. In 1927, the first passenger-oriented design aircraft had been invented. It’s the beginning of the civil aviation transportation.
Due to aviation is a technology intensive and capital intensive business. Aviation technology used to control by government for military purpose. After WW2, technology such us jet engine to propeller engine, military radar to weather radar, transfer from military use to civil. In addition, after ICAO and IATA established, the aviation business, air transport security, operating management and financial business are under restrain by specific policies. The civil aviation gets to progress rapidly.
In the progress of civil aviation, because of the high cost, it’s more expensive than land or sea transportation. So people consider it’s a luxurious way to transport and rarely use it.
However, in 1971, the Southwest Airline performed a unique and agile low cost business models, they expand the niche market in United States. Afterward, low cost airlines are wildly started all around the world.
This research will use the method of case study to discuss the structural and review literature to analyze successful low cast airlines. Understand the concept of their development, to know how to let the costumer feel the “low price”, and most of all, how did they do it?
In this research choice 4 low cost airlines as Southwest, EasyJet, AirBerlin and Gol to discuss their business models. By working on the successful cases around the world, this research could offer the suggestions to our airlines that try to transfer to low cost business model. After case study, this research shows that all these successful airlines are highly focus on costumer’s priority “low price” so to achieve costumers expects, the only way is “low cost”. Different airlines get alternative business models. No matter it traditional, multidimensional, hybrid service or growing with Developing Country, it’s all for the same purpose, maximum the profit and sustainable management. On the other hand, Taiwan civil aviation got the first low cost airlines till the end of 2013. China Airlines and Tigerair co-established the first low cost airline “Tigerair Taiwan”. It’s funded by traditional airlines. That means, to respond to the trend of the low cost airlines, the company have to exam their own business model, level up the competitive ability and response to what costumer need. In that case, one can survive in the quick dynamic market.

並列關鍵字

Low Cost Carriers ； Strategy ； Cheap Airline ； Business Models

參考文獻

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