| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 94 === Abstract
The development of the domestic aviation transportation in Taiwan was very slowly before 1970s’. With economic growth, it speeded up in 1970s’. The insufficiency of inter-city transportation system made the civil aviation market show it’s prosperity after mid 1980s’, with the government’s policy of Sky-Opening, the time value’s changing from the public, and expectation of cross-straits civil aviation market from the businessmen. However, in accordance with the improvement of the inter-city transportation, economic growth slowly, aviation market turned down slightly after mid 1990s’. Affected with 911 incident and worldwide fuel price raising, make the operating cost and aviation insurance growing high; moreover, when the high-speed railway start running, the transportation system have to reunion which inevitably impact on aviation industry directly. How the domestic airlines go?
This research analyze into two different fields of Business Strategy and Integrated Marketing Communication. In Business Strategy, based on an individual case of TransAsia Airways, a domestic and regional airline is to discuss how the domestic airline industry copes with environmental variation and develops permanently. Trough the strategy objective of the case company, this research evaluates internal, industrial and external environments, and proceeding the factor how competition strategy forming for the company. This research uses case study, documents reference, initial and subordinate data collection, to result in the conclusion are as following:
(1)Taking individual enterprise under the skeleton of firm theory as the starting point, centering on corporate mission as tactic decision and deliberation,the research considers the factors based on the premise of mission deriving from the environmental impact of the organization to be taken as the basis before the tactic is carried out. With the mission statement of the case company, three main environmental factors--internal, industrial and external factors, are considered to draw its strategic competition factors and to reveal how the strategies are formed to be the company’s reference when they need to make or modify particular competitive strategies.
(2)Based on 7S framework model, the Porter five-force model, and PESTEL theoretical skeleton analysis, we know that TransAsia Airways’ corporation strategy is to maintain inner island, going out; focus on cross-straits and pave to worldwide. In the internal environment, they take “safety first, quality top and customer right” to deal with environmental change. In the industrial environment, they providing customer satisfy and convenient flight service to base themselves on aviation industry. In the external environment, they correspond with the government’s civil air-transport policy adjusting to the present development for reaching customer satisfies and “become the best services higher than customers’ exception” on corporate mission.
In Integrated Marketing Communications, how to attract customers by using different market strategy is the motive of this research on Integrated Marketing Communications. By analyze 8P/1S/1C of Integrated Marketing Communications of TransAsia Airways (including product strategy、price strategy、place strategy、promotion strategy、public relations strategy, people sales、physical Environment and process、service strategy、CRM strategy) and operating performance (load factor and market sharing rate) to result after the conclusion and suggestion on Integrated Marketing Communications.
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