| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 102 === The traditional airline industry have been not only affected by highly competitive pressures from low-cost carriers, but cross-border investments or acquisitions also faced severely restrict by each country’s territorial security law, strategy alliance seems to be the optimal solution to escape from the plight. But airline alliance have barriers to entry and exit, and quantity orientation in audit member, alliance’s structure became rigid. We want to discuss the suitability of alliance selecting model, airline alliance''s dynamic competitive behavior, and how to deal with the issue of structure rigidity. Those three part are research question in this study.Thus, this study use competitor mapping analysis and AMC dynamic competitive analysis to investigate the selecting pattern and dynamic competitive behavior of airline alliance. Also, this study developed a novel concept which called “service alliance” to deal with the issue of price competitionand structure rigidity.In every stage of analysis, we invited two senior manager to share their experience, strengthen the link on the academic and industrial practice.In this study, we concluded several competitive pattern as proposition, and combined academic and practical findings to provide related research suggests for follow-up study.
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