Brand Alliance Strategy in Air Transport Service Industry ─ An Example of Far Eastern Air Transport

• Main Authors: CHI-WEI LU, 陸積偉
• Other Authors: MIAO-QUE LIN
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/04427176709247937661

碩士 === 輔仁大學 === 管理學研究所 === 95 === The air transport industry will change into the goal take the whole world, the strategy alliance has become the future as the method the development tendency, also will be the maintenance and one of promotion competitive advantage fundamental modes. In air transport market, although each big airline mutually competes in the partial markets gathers already the line for years, since but the international air industry highly controls the characteristic always is regarded as is the air transport industry globalization development hindrance, therefore, the affiliation by the strategy alliance achieved in abundance develops the new market and dodges the various countries to guarantee laws and regulations of in the escort power limit. Future the global air transport industry will adopt the strategy alliance to become the inevitable development tendency, also visible for to air transport industry globalization concrete practice. The Far Eastern Air Transport (FAT) had been established in 1957, up to now expired the 50th anniversary, since the establishment, once has experienced the stockholder's rights dispute, the petroleum crisis, the sky opens, the terror attack, as well as the epidemic situation influence the and so on, after causes the FAT to enter for the 21st century, the management starts to fall into the loss, the management team for strives for positive reforming, raises the airplane efficiency factor to 2005 in the plan to pursue makes a profit under the growth goal, positively with same business alliance cooperation, although at present still faces the oil price rise, the high-valence iron is open to traffic, as well as both banks Three Contacts time interval undecided influence, but has the perfect body archery target FAT, if can friendly use the brand alliance strategy, Then will be able in accordance to future all challenges. But the air transport industry moves towards cost reduction, the globalization in abundance, as well as the promotion brand image management strategy, the penetration brand alliance practice, may simultaneously achieve this three projects. The airline may the affiliation by the alliance in partnership, the increase and passenger's contact opportunity, not only may enhance the airplane the use factor and the expansion route, can enhance the resources value with to reduce the transaction cost, guarantees the competitive advantage. This research provides the strategy management suggestion induction as follows: (1) Visible domestic service alliance cooperation for merge before alternative scheme. (2) Gives up the congenial principle psychology. (3) The international airway should adopt stable also the long-term cooperation strategy. (4) The sufficient share communication understands the bilateral business model. (5) Positively develops the emerging market the international region route.