臺灣博碩士論文加值系統

低成本航空公司與一般航空公司策略聯盟如此盛行的原因為何? 兩者之間的策略差異以及商業模式又有何不同? 加入航空聯盟以及低成本航空，這兩個策略真的能帶來的如此龐大的利益?為探討以上問題，本研究深度訪談臺灣一般航空公司及低成本航空公司主管，並蒐集臺灣以及國外14家航空公司十年之財務資料，來驗證兩種航空公司策略差異。研究發現低成本航空因為以成本為導向，藉由低票價來刺激市場觀光需求，擴大航空產業旅客人數。一般航空公司加入策略聯盟則是能擴大航線網路，提升更多服務給旅客。從量化分析中發現，一般航空公司擴大市場規模有其經濟效益，相對來說，低成本航空公司雖然獲利率高，但營運風險較高，財務穩定度則比一般航空公司低，並且低成本航空的家數已趨於飽和。另外，航空公司購買機隊受經濟環境(GDP、RPK)所影響，但是購買機隊卻不影響公司淨利，淨利則是與營業利益有關，亦及受營業費用所影響，可能原因需要繼續深入的探討。

The competition between low cost carriers and conventional carriers has become dynamically in recent years. Why they are developing so prevalent? What’s the different between these two strategies? Can these two strategies bring benefit to shareholders? To find out the answers the author conducted several in-depth interviews with managers of conventional carriers and low cost carriers in Taiwan; and she collected dozens airlines financial data within a decade to verify the difference between these two strategies. She found that low cost carriers are cost-oriented, and they use relative lower fares to attract customer. Conventional carriers join strategic aliiance to expand their flight network, thus to offer more flight services to custmors. Based on the quantitive analysis the author found that conventional carriers have benefit of expanding economic scale in term of company size and airplanes number. On the contrary, the profitability of low cost carriers is better than that of conventional carrier, but the risk and financial stability are higher. Futher more, the number of low cost carriers seems will be saturated in upcoming years. In addition, the author found that Fleet Number of airline affect to her GDP, and RPK, but it does not affect to the company’s net profit. Net profit should be affected by operating profit; hence it’s directly affect by operating expenses. However, the possible cause of such phenominum is still open and it leasds to futher study.

書名頁 i
審定書 ii
授權書 iii
中文摘要 vi
英文摘要 viii
誌謝 x
目錄 xi
表目錄 xiv
圖目錄 xv
第一章 緒論 1
1.1 研究背景 1
1.1.1低成本航空的崛起 1
1.1.2策略聯盟的興盛 2
1.2 研究動機 3
1.3 研究問題 4
1.4 研究流程 4
第二章 文獻回顧 5
2.1 低成本航空 5
2.1.1 低成本航空定義 5
2.1.2 低成本航空之形成 6
2.1.3低成本航空發展現況 7
2.1.4 低成本航空趨勢：越飛越遠 10
2.2 航空策略聯盟 11
2.2.1 策略聯盟定義 11
2.2.2策略聯盟之形成 13
2.2.3策略聯盟之優點和缺點 17
2.2.4策略聯盟之關鍵成功因素 19
2.2.5全球三大航空聯盟營運現況 21
2.3 航空公司營運策略主要變數 24
2.4 商業模式 26
第三章 研究方法 28
3.1 質化分析 28
3.1.1深度訪談法 28
3.1.2深度訪談對象 28
3.1.3深度訪談大綱 29
3.2 量化分析 30
3.2.1量化分析方法 30
3.2.2樣本及資料蒐集 31
第四章 研究結果 34
4.1 量化研究結果 34
4.1.1回歸分析 34
4.1.2航空公司聯盟因素相關分析 39
4.2 質化研究結果 42
4.2.1低成本航空興盛之原因 42
4.3 一般航空公司策略聯盟的動機與目的 46
4.4 策略形成概念過程與商業模式 49
4.4.1 一般航空公司與低成本航空公司策略形成過程 50
4.4.2一般航空公司與低成本航空公司商業模式 76
第五章、結論建議 80
5.1 結論建議 80
5.2 研究限制 81
參考文獻 83
中文文獻 83
英文文獻 83
網路資料 87
附錄 88
附件一、深度訪談大綱 88
附件二、低成本航空公司名錄 89

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網路資料
1. Star Alliance: http://www.staralliance.com/en/
2. Skyteam Alliance: http://www.skyteam.com/
3. Oneworld Alliance http://www. oneworld.com/
4. International Civil Aviation Organization : http://www.icao.int/Pages/default.aspx/
5. Boeing: http://www.boeing.com/
6. Airbus: http://www.airbus.com/
7. 信度與效度<<社會研究方法>>關秉寅 2012,04,05: http://blog.xuite.net/teacandy/2/59170402-信度與效度