A Research on Strategic Groups of Airlines in Mainland China, Taiwan, and Hong Kong—Structural Relationship andDynamic Development Perspectives

• Main Authors: Chun-Wei Chang, 張峻維
• Other Authors: Ghi-Feng Yen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/h62yd2

碩士 === 中原大學 === 企業管理研究所 === 105 === Nowadays, air transportation has become one of the five major modes of transportation. In recent years, with the rise of the tourism industry, the aviation industry has made great progress. In this context, many low-cost airlines have entered this emerging market, resulting in the competition of the aviation industry more fierce. In the Asian Pacific region, with a large population in the world, the competition in the aviation industry is more acute. Many reports have pointed out that in the next 20 years, Asian-Pacific region will become the main market where the aviation industry grows fast. Therefore, for the airlines providing services in Asian- Pacific region, how to survive in the fierce competition, and position in the competitive market, and plan the future strategy would be the important issues that airlines must deliberate. This study focuses on three representative areas in the Asian-Pacific region (i.e. Taiwan, Mainland China and Hong Kong), taking seven airlines, as the samples. The theoretical framework of strategic group is discussed and analyzed. The performance index of aviation industry is applied as the basis of grouping. The selected dimensions are based on the literature review and practical experience. The results of the annual and multi-year grouping were obtained by Co-plot statistical analysis, based on the data presented in the annual reports of the selected airlines from 2011 to 2015. The results show the members and the characteristics of each strategic group, such as moving trajectory and dynamic development situation, to make a macroscopic discussion and analysis on the aviation industry. This study analyzes the performance of the selected airlines in five years, and draws the result chart, and divides the aviation industry into four strategic groups (i.e. leader group, survival niche group, policy niche group, and performance behind group) using Co-plot. According to the Co-plot diagram, each group learns the group characteristics by means of the inner member, with the obvious change trajectory in the competitive environment. Therefore, this study helps airlines to clarify their competitive position in the actual competitors, and adjust the coping strategy and the future development direction, to increase the core competitiveness and dynamic advantages.