| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 102 === Abenomics policy has led to a dramatic weakening of the Japanese yen which gains Taiwanese volition to consider Japan as a favorable oversea destination. Amongst the tourist spots of Japan, Kansai has become more popular to Taiwanese since the early 2000s. However, the competition of “Taiwan-Kansai” international route has been extremely fierce amongst full-service carriers and low-cost carriers. Viewing from the total market share of oversea travel passengers of the same route, on the one way, China Airlines has always enjoyed its supremacy of leading market share; on the other way, Peach Aviation has elevated the most market share from the last four-year ever since the first entered in late 2012. The main purpose of the study should be dedicated to finding out the most optimal combination of flight ticket in the route “Taiwan-Kansai” through the conjoint analysis, furthermore, the study narrows down the respondents to Taiwanese only.
Firstly, the study conducts the pre-test questionnaire filtering ten heterogeneous attributes from the different literatures by product attributes theory. Secondly, through the statistics methodology of conjoint analysis, the treatise then sets various levels of each attributes determining from the preceding, and manages to generate manifold combination of levels also known as “Cards” in the phase of official questionnaire. Thirdly, raw data of official questionnaire should be devided into segments with variegated characteristic by market segmentation theory. Finally, regardless of the segmentations the result shows that people demonstrate the most concern of timing and price of flight-ticket. It could enlighten the existing airways to introduce the market strategies relative to their target customers’ preferences.
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