| Summary: | 碩士 === 國立臺灣大學 === 資訊管理研究所 === 89 === In the beginning of the twentieth century, human being had invented the aviation equipment and then the civil aviation industry had began to prosper. By the dawn of the twentieth century, the civil aviation industry had become a mature traditional industry. The invention of Internet until now is just merely 20 to 30 years. But in the last five years of the century, we saw the advancement of E-Commerce had been used widely in the commercial business area. Until now, E-Commerce is still undergoing various investigations, yet it still need to be fully tested and implemented. The above two technologies are known to be the greatest inventions of the twentieth century. By the end of last century, the Internet and E-Commerce began to see lights, just like the traditional airlines’ industry began to advent to the E-Commerce arena. Only through the broad study and the systematic logical thinking can we find the ‘RIGHT’ strategic direction and goal to accomplish missions of enterprise in this competitive age.
Based on the above circumstances, I was deeply interested in this topic for my thesis research. First, this study are based upon the literature and historical data, gathered and compiled to further investigate the definition of E-Commerce and strategy. Second, strategic fit methodology has been applied for looking for the external threats and opportunities for the airline companies, including:
1. Using Brandenburger & Nalebuff value network architecture to analyze civil aviation industrial structure, and
2. Investigating the impact of airlines’ services due to the emerging of Internet and E-Commerce environment.
In addition, through the resources and activities point of view, this research also analyze the internal strengths and weaknesses of airline company. Other case studies such as the American retailing chain store, American toy chain store, American office appliance supply chain store, American drug and hygiene chain store and American books retailing chain store… etc, have also been discussed in this thesis as well. Through those above cases studied, and analyzed how the traditional industry moving forward E-Commerce over Internet, then summarized the quantitative decision model of using four strategic factors including brand, management, operation, and equity which apply to the separation or integration strategy. Finally, this simplified quantitative decision model has derived a separation or integration conclusion from the actual development of our country’s airline companies, including China Airlines and Far Eastern Airlines.
The evolution of Internet is just at the beginning but already has a strong impact on the industry and enterprise. Since, the E-Commerce development is growing rapidly, this research is just an example for the academic study. Due to the time constraints and the wide parameters need to be covered, this thesis is only focused on the ‘RIGHT’ direction and limited on how the enterprises applying E-Commerce by using separated or integrated strategic goal.
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