策略聯盟與合作企業經營績效關係之研究-以航空業為例

Abstract

自1989年KLM與Northwest成立第一個航空策略聯盟後，全球各大主要航空紛紛成立航空策略聯盟，與合作夥伴在航線、班表、票價、訂位系統、機位行銷、地勤運務、哩程酬賓、航機維修等資源予以整合並相互合作，藉由增加顧客的選擇方便性，提高旅客選搭意願，提升航線之載客率，並可藉由資源共享降低成本，提升競爭力與企業績效，增加收益與獲利；而截至目前為止，全球航空客運業已形成了三大策略聯盟。航空客運業巿場是寡佔巿場，惟目前台灣本地的兩大航空公司皆尚加未入航空策略聯盟，兩大航空公司飛航之航線以亞洲地區為多，而台灣與其他亞洲國家因地緣相近、政治及經濟等關係相互影響較緊密，加上其他國家飛航至台灣之航空公司，亦以亞洲地區之航空公司為多，各主要航空公司特質相近，多以提供服務為訴求。故本研究於亞洲地區選取十家已加入或未加入三大航空策略聯盟主要國際航空，蒐集十一年之財務資料、每股盈餘及與航空公司營運相關指標，利用區別分析法分析航空策略聯盟與航空公司績效間之關係，以提供台灣的航空公司是否加入聯盟決策之參考。分析結果顯示對航空公司而言，策略聯盟與企業資源規模、營運績效及管理能力有正相關性。

In 1989, KLM and Northwest formed the first airlines alliance, since then a numbers of main global airlines began to form other airlines alliances, which the cooperation items among partners included flight routes, scheduling, pricing, reservation system, joint marketing, ground handling, frequent flyer program, aircraft maintenance and etc. In order to attract more customers to take flights and to lift up load factor, airlines always make their efforts on enhancing customers’ conveniences. And to generate better profit and profit margin, airlines will try their best to control operational cost, strengthen competition and increase performance. Up to now, there are three major global airlines strategy alliances. The market structure for airlines is an oligopoly, the two major airlines in Taiwan have not joint any airlines alliances yet. Most part of their flight routes are in Asia area. Taiwan and Asian countries have closed interactions with each other in geographical proximity, political and economic relationships. In addition, most of the airlines flying to Taiwan are Asian carriers. They provide full services and have similar characteristics. The data of this study are collected from 10 selected Asian carriers, which includes their financial results, earning per share, the index of joining alliance and related operational index in 11 consequent years. The purposes of this study are to analyze the relations between strategy alliance and corporate performance by using Discriminant analysis method for Taiwan airlines’ reference. In airlines business, the empirical results show that the positive relations between strategy alliance and the corporate business scale, resources, performance, capability of management are significant.