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研究生： 阮唯甄
Juan, Wei-Chen
論文名稱： 低成本航空競爭力之探討—以西南航空、瑞安航空及亞洲航空為例
A Competitiveness Evaluation of Low Cost Carriers - Case Study of Southwest Airlines, Ryanair and AirAsia
指導教授： 鄭永祥
Cheng, Yung-Hsiang
學位類別： 碩士
Master
系所名稱： 管理學院 - 交通管理科學系
Department of Transportation and Communication Management Science
論文出版年： 2020
畢業學年度： 108
語文別： 中文
論文頁數： 152
中文關鍵詞： 低成本航空 、競爭力 、強韌性 、模糊德爾菲法 、模糊層級分析法
外文關鍵詞： Low Cost Carrier (LCC), Competitiveness, Robustness, Fuzzy Delphi Method (FDM), Fuzzy Analytic Hierarchy Process (FAHP)
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    • 自1978年美國實施開放天空政策以來，許多低成本航空加入航空產業，並於1990年代開始蓬勃發展。2018年國際民航組織（International Civil Aviation Organization, ICAO）指出，低成本航空於該年乘載了約13億名乘客，占全球定期旅客總數的31%。隨著全球航空客運量需求逐年成長，低成本航空不斷擴張，航空運輸市場形成百家爭鳴的競爭局面。然而，財務較不健全或規模較小的低成本航空易受到國際景氣波動與市場需求變化影響，使公司經營不善，無法永續經營。因此，低成本航空了解自身的優劣勢與市場中的地位有助於營運業者制定營運策略，進而提升公司的競爭力與強韌性。
    本研究透過文獻回顧與模糊德爾菲法建構評估低成本航空競爭力之架構，並以模糊層級分析法獲取各競爭力評估指標的權重與排序，從中篩檢出關鍵的競爭力指標與強韌性指標。此外，本研究應用模糊理想解類似度偏好順序評估法進行評估西南航空（Southwest Airlines）、瑞恩航空（Ryanair）與亞洲航空（AirAsia）三家低成本航空競爭力的實證分析，以驗證本研究的評估模型。
    研究結果顯示，整體專家認為各構面的相對重要度依序為「獲利能力」、「低票價與低成本營運模式」、「員工與機隊生產力」及「營運管理與形象」；而最關鍵的五項競爭力指標分別為「營業利益率」、「飛航安全」、「營收成長率」、「低成本與低票價」與「機隊生產力」，本研究將此五指標定義為低成本航空強韌性之指標。而本研究的實證分析結果顯示瑞安航空因其具有較良好的獲利能力、管控成本能力與生產力，使其競爭力與強韌性均優於西南航空與亞洲航空。
    各低成本航空於需求持續增長的航空市場中，如何鞏固市場地位並較其他同業更具有競爭優勢與強韌性為一重要課題。藉由本研究之競爭力分析，能提供低成本航空營運業者與民航監理機關相關建議，藉以提升低成本航空競爭力，進而鞏固公司的強韌性以利永續經營。

    Low cost carriers (LCCs) have grown rapidly since the beginning of this decade, the operators are now faced with fierce competition among themselves due to the quick increase in demand for air transportation. However, LCCs in small operating scales or unsound financial performances are vulnerable to global fluctuations, making them hard to operate sustainably.
    The aim of this study is to identify and prioritize the key competitiveness indicators of LCCs. To achieve this, the study uses a two-phase method that initiated with Fuzzy Delphi Method and followed by Fuzzy Analytic Hierarchy Process to construct the competitiveness evaluation hierarchical model, obtain the weightings of competitiveness indicators. In the third phase, the study use FTOPSIS to conduct the empirical analysis.
    The results show that "operating profit margin", " flight safety ", " revenue growth rate ", "low cost and low airfare " and "fleet productivity " are the five most critical competitiveness indicators. This study also defined these five indicators as the structure of the LCC’s robustness. In the empirical analysis, Ryanair is more competitive and robust than Southwest Airlines and AirAsia because of its outstanding profitability and productivity.
    This research comprehensively evaluates the competitiveness of LCCs from the perspective of the company and proposes the "robustness" structure in the first time, and also provides the suggestions to LCCs operators and civil aviation agencies, so as to enhance the competitiveness of LCCs, and consolidate the robustness of LCCs for sustainable operation.

    第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 5 1.3 研究範圍與對象 5 1.4 研究架構 6 第二章 文獻回顧 9 2.1 低成本航空 9 2.1.1 低成本航空之定義 9 2.1.2 低成本航空之起源與發展 10 2.1.3 低成本航空之營運特性 12 2.1.4 低成本航空與傳統航空之差異 15 2.1.5 低成本航空之經營模式 18 2.2 競爭力 19 2.2.1 競爭力之定義 19 2.2.2 競爭力與強韌性之關係 21 2.2.3 航空公司競爭力之相關文獻 22 2.3 小結 31 第三章 研究方法 35 3.1 低成本競爭力指標之架構 35 3.1.1 低票價與低成本營運模式 35 3.1.2 員工與機隊生產力 37 3.1.3 獲利能力 38 3.1.4 營運管理與形象 39 3.2 模糊理論（Fuzzy Method） 41 3.3 模糊德爾菲法（Fuzzy Delphi Method, FDM） 41 3.4 模糊層級分析法（Fuzzy Analytic Hierarchy Process, FAHP） 44 3.5 研擬層級架構 50 3.6 模糊理想解類似度偏好順序評估法（Fuzzy Technique for Order Preference by Similarity to Ideal Solution, FTOPSIS） 52 3.7 實例分析之低成本航空公司 55 3.7.1 西南航空（Southwest Airlines） 55 3.7.2 瑞安航空（Ryanair） 56 3.7.3 亞洲航空（AirAsia） 57 第四章 實證分析 59 4.1 第一階段分析結果—模糊德爾菲法（Fuzzy Delphi Method, FDM） 59 4.1.1 問卷設計與回收情形 59 4.1.2 共識值（Gi）分析 61 4.1.3 第一次專家問卷結果分析 63 4.1.4 第二次專家問卷結果分析 65 4.2 第二階段分析結果—模糊層級分析法（Fuzzy Analytic Hierarchy, FAHP） 69 4.2.1 問卷設計與回收情形 69 4.2.2 一致性（Consistency）檢定 71 4.2.3 專家問卷結果分析 72 4.3 第三階段分析結果—模糊理想解類似度偏好順序評估法（Fuzzy Technique for Order Preference by Similarity to Ideal Solution, FTOPSIS） 78 4.3.1 問卷設計與回收情形 79 4.3.2 低成本航空競爭力之專家問卷結果分析 81 4.3.3 低成本航空強韌性之專家問卷結果分析 88 第五章 結論與建議 93 5.1 結論 93 5.2 建議 97 5.3 本研究之貢獻 101 參考文獻–中文 102 參考文獻–英文 103 參考文獻–網頁 111 附錄一 模糊德爾菲第一次專家問卷 112 附錄二 模糊德爾菲第二次專家問卷 120 附錄三 模糊層級分析法專家問卷 127 附錄四 模糊理想解類似度偏好順序評估法專家問卷 138

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