臺灣西部主要機場之客運市場區隔

Abstract

在全球航空自由化及許多國內航線退出航空市場的刺激之下，我國的次級機場開始爭取向外發展，拓展國際航線的經營以支持次級機場的發展並作在地城市之推銷，目前除了桃園國際機場之外，高雄國際機場、臺北松山機場與臺中清泉崗機場之年旅客量皆超過100萬人次，為目前臺灣西部最主要之四座機場，其皆積極地在擴張各自的航空網路，然而卻缺乏了四座機場整體發展的規劃。

本研究回顧過去多機場發展的文獻，發現成功的多機場發展其機場間多有明顯的市場區隔，因此本研究分析航空客運發展之需求面與供給面，提出三項臺灣西部主要機場可能之市場區隔方案，並利用敘述性偏好法設計問卷去調查旅客對於四座機場之選擇偏好，建構旅客對於四座機場的機場選擇模式，進而以此模式預測本研究提出之三項市場區隔方案下，旅客選擇機場的變化情形，以作為政府機關與機場單位未來在決定機場客運市場發展之參考依據。

機場選擇模式以等級次序性羅吉特模式進行校估，其模式校估結果顯示，在共生變數方面，接駁時間、總旅行成本、轉機次數、與班次方便程度對於旅客的機場場選擇皆有顯著影響，在方案特定變數方面，則可以發現中部區域旅客對於臺中清泉崗機場、以及南部區域旅客對於高雄國際機場皆為正向顯著，顯示旅客對於鄰近的當地機場是有偏好的；市場區隔方案預測結果則顯示，四座機場在全面開放後，若各機場其他條件相近之下，旅客會選擇直接在當地機場搭機出國，桃園國際機場之旅客量會大幅下降，此外，轉機次數的增減對於旅客是否選擇次級機場搭機亦有相當程度之影響，最後，本研究提供了各市場區隔方案下各機場可能之旅客變化情形的資訊，然最佳之市場區隔方案為何，還是建立在相關決策者發展機場之目的。

Due to global air transport liberalization and the sharp declining of the domestic flight demand in Taiwan, Taiwan’s secondary airports (excluding Taoyuan international airports) searched to focus on expanding their international connections. Trying not only to support the development of these airports, but also want to put the city on the map. Currently, there are four airports in Taiwan whose annual passenger traffic are over 1 million people, including Taoyuan international airport, Kaohsiung international airport, Taipei songshan airport, and Taichung Chingchuankang airport. Those are regarded as the four primary airports in western Taiwan. And they all are working hard to build the international network respectively now. However, lacking of an overall plan to develop airports on the other hand.

By reviewing the literatures about multi-airport development, we found out that most of the successful multi-airport systems had a common feature – having market segmentation between each airport. In view of this, this study analyzed the demand and supply side of the air passenger market then proposed three air passenger market segmentation alternatives. Stated preference survey was then used in order to understand passengers’ preference for four airports. The final step was developing an airport choice model to forecast the passengers’ choice in three different market segmentation alternatives. The objective of this research is providing executives of government and airport the information how passengers will choose between four airports in different market segmentation.

The airport choice model was developed by ranked-ordered logit model. And the results of the model indicate that accessing time, total travel cost, number of transfer and flight frequency are significant factors affecting passengers to choose the airport. Moreover, according to the results of the forecasting, if government allows secondary airports to connect to whole spots, passenger will choose the secondary airport nearer form their departure place instead of Taoyuan international airports. It means the number of passenger in Taoyuan international airports may drop. Furthermore, number of transfer is the most important factor that whether passenger will choose the secondary airports of their departure airport. Last, this research provided the changing of passengers’ airport choice toward different segmentation. However, the finest segmentation still depends on the goal of airports executives.