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  • 學位論文

寡占市場下航空業數位轉型策略

Digital Transformation Strategy in the Airline Industry under Oligopoly

指導教授 : 張瑋倫
共同指導教授 : 楊立人

摘要


本研究旨在分析航空業數位轉型策略,並試圖找出較佳的數位轉型策略以確保企業之競爭優勢以因應數位時代來臨。因此,本研究關注在特定寡占市場結構下的競爭結構,分析競爭對手之間應用數位轉型時的行為和模式,並通過逆向的策略管理思維,逐步探討競爭互動之行為、反應、結果和意義,從執行面回頭檢視其背後的數位轉型策略。 文獻回顧章節包含數位轉型、寡占市場和動態競爭等相關重要文獻,綜合考量上述理論框架以及航空公司強化競爭優勢之目標,本研究藉由收集台灣2家主要航空公司的數位競爭互動,以質性個案探討方式將數位轉型行動結合動態競爭理論,運用Chen (1996)所提出之競爭者分析及察覺—動機—能力競爭分析模型,反映航空業數位轉型的各種競爭策略。本研究在兩個不同的時間段進行了兩次競爭者分析,並觀察競爭者觀點的變化,同時分析2015年至2019年間中華航空和長榮航空的3個數位轉型行動個案。 研究結果顯示,當數位轉型策略被視為持續性地利用數位技術改造顧客體驗時與企業取得競爭優勢正相關,並能從而提升公司的整體績效。此外,在寡占市場結構下,由於競爭者明確,察覺相對動機、能力較次要;能直接與顧客互動是航空公司採用數位轉型的重要動機;至於能力,台灣兩大航空公司在彼此皆擁有相當程度資源下,在數位轉型趨勢中多採用相同或相似的產品或系統,說明在競爭者有限的寡占競爭市場下,數位轉型策略亦適用Stackelberg模型的先行者優勢。

關鍵字

數位轉型 航空 寡占 動態競爭 績效 顧客體驗

並列摘要


This thesis seeks to analysis how airlines can better conceive and implement digital transformation strategy to ensure competitive advantages as a response to the dawn of digital era. This thesis particularly focuses on the competitive dynamics of targeted airlines in a specific oligopolistic market structure, and analyzes behaviors and patterns between competitors when applying digital transformation initiatives. The actions, reactions, results, and meanings behind the interactions are examined step by step through a backward perspective. The literature review presents relevant definitions of digital transformation, oligopolistic competition and competitive dynamics. The analysis was further conducted through different stages, specifically competitor mapping, performance comparison, and awareness-motivation-capability model (AMC). The study has conducted the competitor mapping measurement twice at two different time, and observed the change of competitor viewpoints. 3 substantial digital implementations taken by China Airlines and EVA Air from 2015 to 2019 were selected and analyzed using AMC. Research findings and implications suggests that digital transformation strategy, viewed as the consistent use of technology in transforming customer experience, is positively correlated with gaining competitive advantage, thus elevating the overall performance of the company. Above all, research results show that awareness is less important in this oligopolistic market structure, but motivation, and capability are critical, and even predominant. Awareness tends not to be an issue in the airline industry as market incumbents are well-defined, and even familiar with one another. Concerning motivation, direct customer interaction is a decisive motivation for airlines to take part in digital transformation. Regarding capability, airlines are mostly copy and pasting identical or similar resource, products, or systems in the digital trend, indicating that the first-mover advantage in the Stackelberg model prevails in a competitive market with limited incumbents such as the airline industry in Taiwan.

參考文獻


Adler, N. (2001). Competition in a deregulated air transportation market. European Journal of Operational Research, 129, 337-345.
Anderson, J., & Lanzolla, G. (2010). The Digital Revolution is Over: Long Live the Digital Revolution!. Business Strategy Review, 21 (1), 74-77.
Andreasen, A. R. (1985). “Backward” Market Research, Harvard Business Review, 63, 176-182.
Ansoff, H. I. (1965). Corporate Strategy, New York: McGraw Hill Book co.
Aguirregabiria, V., & Ho, C. Y. (2012). A dynamic oligopoly game of the US airline industry: Estimation and policy experiments. Journal of Econometrics, 168 (1), 156-173.

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