The Operating Performance and Development Strategy of Airlines Websites

• Main Authors: Huei-Jen Huang, 黃慧珍
• Other Authors: Ming-Rea Kao
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/34651626950577309086

碩士 === 國立中山大學 === 企業管理學系研究所 === 94 === Electronic commerce has become the new global economic model. In recent years, most airlines build up Website and develop electronic commerce to improve their business competitive advantage. This research is aimed to make a comprehensive survey of airlines website functions and the impacts of electronic commerce on operating performance. Then analyze by interview with 8 international airlines’ managers and SWOT analysis to find out the proper strategy for future development of airlines websites. The main results of this study follows below : 1.The best 2 operating performances for airlines websites is “enhance the Service Quality and Efficiency” and “enhance the Image and Popularity” 2.We get the following 8 strategies for the future development of airlines websites by SWOT analysis on the inner and outside environment factors : 1) Invest more resources to EC department for better performance 2) Take the advantage of airlines’ image and attraction of global passengers 3) Boosting customers satisfaction and loyalty by good quality of service 4) Create mutual benefit with travel agencies by B2B cooperation 5) Marketing focus on the independent travelers and high-end customers 6) Enhance business competitive advantage by differentiation and specialization on services and products 7) Increasing the traffic of airlines websites by strategic alliance 8) Improve IT techniques for information integrity and transaction security