國 際 航 空 業 與 三 大 聯 盟 之 競 爭 策 略 研 究

THE COMPETITIVELY STRATEGIC RESEARCH OF INTERNATIONAL AIRLINE INDUSTRY AND THE TOP THREE AIRLINE ALLIANCES

劉志奇(Chih-Chi Liu)

指導教授 ： 陳俊忠 博士

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

本研究主要在探討國際航空業與三大航空聯盟的發展概況，利用訪談三大聯盟中之高階經理人，了解航空公司加入聯盟的動機與目的、加入聯盟的優點、選擇策略聯盟夥伴時考慮的因素、預期加入聯盟後對於公司之績效有如何的影響以及聯盟成功的關鍵因素。
根據訪談之內容與相關報告及報導之分析整理，獲得以下之研究結論：
（一）國際航空聯盟是一種趨勢、潮流。
（二）國際航空聯盟可整合成員的系統與資源，產生綜效。
（三）航線的互補性、飛航網絡的延伸性、聲譽是否優良、成員間產品與服務之水準為選擇策略聯盟夥伴時主要考量之因素。
（四）預期加入航空聯盟會對顧客滿意度、利潤、載客率、企業的形象與知名度帶來績效的改變。
（五）聯盟成員間之溝通協調能力為航空聯盟成功的關鍵因素。
（六）未來航空三大聯盟的發展趨勢為三足鼎立，並與低成本航空業者產生市場區隔。而大陸市場的擴充與發展，也成為各聯盟發展的重點。
（七）三大航空聯盟將侵蝕未加入聯盟之國際航空公司與未加入聯盟之區域航空公司之市場；低成本航空公司將侵蝕未加入聯盟之區域航空公司之市場。
本研究並以服務/價位及聯盟程度將現階段之航空產業分為四大區塊，並針對三大國際航空聯盟、未加入聯盟之國際航空公司、未加入聯盟之區域型的航空公司、低成本航空公司與大陸航空市場這幾方面提供業界實務上的建議。

關鍵字

航 空 聯 盟 ； 策 略聯 盟

並列摘要

This research is aimed to discuss the development and cooperation between international airlines and the top three alliances (Star Alliance, Sky Team, and One World). The research questions include the motivations to join alliances, the strength of the top three alliances, and target selection criteria. The data were collected through interviews with eight executive managers of the key international airlines, with emphasis on the elements such as strategic marketing consideration, business planning and critical operational procedures to join alliance and achieve business success.
According to the interviews, content and report analysis, I have reached the following conclusion:
(1)To keep up with the ever-growing airlines industry, most airlines tend to join one of the international airlines alliances.
(2)To be part of an international alliance helped airlines more efficiently utilize their resources, information and processes.
(3)The major reasons for an alliance to choose a partner are the extension of flight scheduling network that aims to broaden its flight routes, and the enhancement of joint service and reputation from airline members of the alliance.
(4)Airline alliances aim to achieve customer satisfaction, sales revenue and profitability growth, and company image and reputation improvement.
(5)To maintain a strong and successful alliance depends on effective mutual communication and coordination amongst member partners.
(6)The three alliances are all expecting to expand businesses to and from Mainland China market.
(7)The three alliances have acquired most market share compared to non-alliance of international and local airlines. As for those low cost airlines, it will be another disposition to acquire the market share in non-alliance local business.
Based on the research analysis, the airline industry is divided into four main subgroups along two dimensions: the airlines’ service distance/price, and their alliance participation. These four groups are comprised of: (1) Top Three Alliances; (2) Non-Alliance International Airlines; (3) Non-Alliance Local District Airlines; and, (4) Other Low Cost Carriers. While the top three airline alliances demonstrate competitive advantages over non-alliance international airlines and non-alliance local district airlines, the low-cost carriers have opportunity to capture the market of non-alliance local district airlines. This research provides a better understanding of the airline alliances, and also formulates strategic plans for each of the four subgroups of the airlines industry.

並列關鍵字

AIRLINE ALLIANCES

參考文獻

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