- 學位論文
航空票務的最適通路策略選擇
The Optimum Channel Strategy for Airline Ticketing
摘要
摘 要 航空產業的快速發展，縮短了國與國之間的距離，更帶動了旅遊產業的興起。但近年來由於國際油價的上漲以及經濟的不景氣使得航空公司的運務成本以及一班飛機起飛後所產生的空位成本增加，因此航空公司必須針對上述的問題尋求有效因應策略。 過去的文獻指出適合的通路策略對企業具有一定程度的效益，而過去有關通路策略的研究主要是針對零售的產業來進行討論。本研究依據上述的背景，針對航空票務的通路進行通路策略選擇的分析。而代售公司一直以來都是航空公司主要的銷售通路之一。因此本研究與過去零售產業的相關研究同樣假設市場為雙占的情況，利用史坦克柏格(Stackelberg)的賽局模型分析比較三種不同的通路結構在不同的競爭環境下，航空產業淡旺季時的最適通路選擇策略。此外本研究將行銷成本納為通路選擇的考量因素，而與零售產業不同的是，若航空公司將機票交由代售公司銷售，航空公司則不需負擔行銷的費用，而轉由代售公司負擔，若航空公司自行銷售，則得自行負擔行銷的成本。基於上述之差異，在使用賽局模型決定最適通路選擇策略時，儘管兩者在求取均衡解的計算方法上相同，但在賽局的決策順序以及結果上卻有所不同。 本研究的結果顯示，航空公司在不同的競爭環境下利用不同的通路結構會得到不同的利潤。在代售關係裡付出較多行銷成本的通路成員會依不同的競爭環境以及通路結構而有所不同，而航空公司所必須付出的行銷成本會大於不同通路結構下的代售公司。但航空公司與代售公司雙方所付出的行銷成本皆會與其所能銷售之機票數量與利潤呈正向的關係。因此航空公司在不同的競爭環境下可以利用不同的通路選擇策略來獲取最大的利潤。
並列摘要
ABSTRACT Purpose – To benefit a company itself, adopting an appropriate channel selection strategy has become a significant marketing tool nowadays. According to other studies, it has been indicated that the retail industry is stressing on channel selection strategy; moreover, due to timeliness in air travel, airlines in order to sell tickets efficiently need to utilize the channel selection strategy more than the retail industry does. Besides, other than ticketing, airlines should contemplate the tickets substitutability and the franchisee substitutability so that they can prevent themselves from channel conflict, which would lead to profit deterioration towards both airlines and franchisees if happened. As a result, this study is focusing on this ticking issue between airlines and franchisees, and then recommending the most accessible channel selection strategy. Design/methodology/approach – This study first assumed a situation in a duopoly market. Under this assumption, there have been three profit models of channel strategy developed: 1) ticketing by an airlines company, 2) ticketing by various franchisees authorized by two airlines, and 3) ticketing by one franchisee authorized by two airlines. Secondly, Stackelberg’s game theory was managed to determine the equilibrium values of wholesale price, retailer price, and marketing costs. Finally, using the equilibrium values would interpret the different circumstances in profit models. Findings – The results from this study indicate that airlines under different circumstances would be likely to make various profits through diverse channel strategies. In consignment relationship, the number of marketing costs that the channel members have to burden is depending on a variety of marketing conditions and channel structures. Furthermore, the marketing costs are significantly associated with profits and sold tickets. Research/Practical implication – The research aims to furnish airlines with the optimum channel selection strategy in order to overcome different rivals and different circumstances. Originality/value – This study has added marketing costs into the profit models that would diversify decisions towards game theory.