航空公司制服對消費者行為之影響

本研究是依國際知名訂票網站skyscanner 依訂票熱門程度搜集五大洲200家航空公司的廣告圖片。再依本研究者把空服員女性形象分成五類，用內容分析法分析出依巿場區隔而分成歐洲，美洲，非洲的商務洽公的飛行巿場；和亜洲，大洋洲以休閒旅遊為主的巿場二類。在分析個空服員制服的角色分類依此兩種巿場得到歐洲，美洲，非洲在制服角色分類上是公關和職業婦女類型;而亜洲，大洋洲則是學生和情人類型的形象。本研究根據研究結果可以顯示出乘客的喜好會依飛行到逹地及飛行原因而有不同的喜好，航空公司也需要在競爭者多的同行中快速做出巿場區隔來行销。並能夠測未來的乘客類型，即早準備才是航空公司的生存之道。

關鍵字

廉價航空；航空公司；空服員；制服；巿場區隔；視覺識別

並列摘要

On the basis of the advertisement pictures of 200 airlines in the five continents arranged in the order of their popularity on the world-renowned booking website, Skyscanner, as well as the researcher's five categories of the images of flight attendants, the market is divided in this research into the business aviation market featuring Europe, America and Africa, and the leisure tourism market featuring Asia and Oceania. The role analysis of the various flight attendant uniforms in the two markets shows that the uniforms in Europe, America and Africa correspond to the roles of PR and OL, while those in Asia and Oceania to the images of students and lovers. As can be seem from the results of the current research, the preferences of the passengers tend to vary with the flight destinations and aviation reasons. It is therefore necessary for the airlines to make timely market segmentations in order to conduct the marketing among the various competitors in the sector, as well as to make early preparations based on the capability to predict passenger types. Only then will the survival of the airlines be guaranteed.

並列關鍵字

low cost carriers ； airlines ； flight attendants ； uniforms ； market segmentation ； visual identity

參考文獻

9. Chen, S.C. & Kuo, S.Y. (2010) “Cross-cultural perspectives on airline service quality in Asian Routes.” Service Industry Management Review, 18, pp. 54-70

Taipei:Pearson Education Taiwan Ltd.pp.4-47

3. Arnoult,S.(2005)“ Dressed for Success.” Air Transp World 42(6).pp.58-60

17. Hanlon, J. P.(2007)“The airline industry.” Global Airlines: Competition in a Transnational Industry.UK:ElsevierLtd.pp.12-61

19. IATA. (2012) “Airlines to welcome 3.6 billion passengers in 2016.” International Air Transport Association retrieved December6, 2012 from webhttp://www.iata.org/pressroom/pr/pages/2012-12-06-01.aspx

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航空公司制服對消費者行為之影響

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