國際線航空公司品牌定位之研究－以臺北東京航線為例

品牌定位在顧客心中的價值扮演很重要的影響地位，本研究以臺北飛往東京航線的航空公司為對象，利用旅客感受的服務屬性對航空公司進行品牌定位。研究方法首先採用對應分析(correspondence analysis) 產生知覺圖，以圖形方式呈現航空品牌及服務屬性的關係。研究結果發現，旅客認為長榮航空與國泰航空屬於同一競爭群，日空航空與日本亞細亞航空同為日籍公司，被定位為同一競爭群；中華航空與聯合航空為各自獨立的群體。除了對應分析之外，本研究另以二元羅吉特(binary logit)模式，針對競爭群中的航空公司，以統計檢定判斷競爭群中各家航空公司獨特擁有或是表現不相上下的服務屬性，避免單純以服務屬性距離航空公司的遠近來判定競爭群中各家航空公司的優勢與劣勢。本研究依據知覺圖與二元羅吉特模式結果分析六家航空公司的優劣勢，並提出改善建議，以提升整體服務品質與品牌形象。

關鍵字

品牌定位；對應分析；知覺圖；航空

並列摘要

Brand positioning plays an important role in the minds of customers. Using the airlines serving the Taipei-Tokyo route as the research objects, this study analyzes customers' perceived service quality of each airline and then positions airline brands. This research adopts correspondence analysis approach which creates perceptual maps that are visual representation of relationships among airline brands and perceived service attributes. The empirical study result indicates that EVA Air and Cathay Pacific Airways are considered in the same competitive group; Air Nippon and Japan Asia Airways are positioned in a similar cluster as they are Japanese-based airlines; China and United Airlines are each located independently. To avoid subjective judgment of comparative strengths and weaknesses of each airline in a competitive group, this study applies a binary logit model to determine service attributes that are unique or similar to other airlines. Based on the perceptual map and the model estimation results of the logit models, we examine the pros and cons of the six airlines and provide managerial implications for airlines to improve their overall service quality and brand images.