The Research of Civil Airport Marketing Strategy-Amoy Airport

• Main Authors: Wei-Chuan Hsiao, 蕭偉權
• Other Authors: Chin-Ping Fan
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/bmmkn5

碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 96 === Airport operation is managed under government’s authorities, policies and considerations directly. Thus, airport development has monopolized, localized characteristics which less concepts of specialization and marketing management and less competition and economical efficiency. The purposes of research toward Amoy airport are focusing on management structures, internal and external development elements and future trends. This research explore Amoy airport in the competition and stressful environment which airport operators use the model of marketing strategy to analyze aviation industry and non-aviation industry, strategic alliance, environment policy, competitor relationship. Aviation marketing in both Taiwan and China develop rapidly; the idea of how to operate airport surrounding area and combine with airport characteristic will be the first priority nowadays even future. In this research, which base on SWOT concept to analyze internal/external environment factors of Amoy and generate the report of development trend in the future. In the conclusion, in order to improve country competition toward operate in local enterprise, airport not only provide transportation service but also encourage airline industry to add into/participate airport operation, which could promote passenger and cargo operation. As example of Amoy airport, it establishes suitable airport operation method by joint development of aviation industry and non-aviation industry. The Taiwan Civil Organization can follow the usability of it. Key Word: Aviation industry, Non-aviation industry, strategic alliance, environment policy, competitor relationship, SWOT, Amoy Airport