國內航空公司品牌策略之研究:以長榮航空為例

Abstract

近年國內外民航業市場競爭相當激烈，惟有建構強大的品牌，藉由成熟的品牌策略，將企業形象深植及置入於客戶的心靈深處，企業才能夠脫穎而出。本研究利用品牌權益及品牌金字塔進行長榮航空品牌現況之分析，探討目前長榮航空品牌發展及行銷所面臨的關鍵性問題及品牌發展不足之處。同時，本研究亦借鏡全球領先的航空公司之品牌策略，從全方位的角度，提出了建構和提升長榮航空公司品牌行銷及加值服務的發展策略，提升長榮航空公司的品牌競爭優勢。

In the competitive international airlines industry, it is critical for Taiwanese airlines to build a strong global brand. Only by developing a strong, favorable and unique brand strategy will an airline build its brand associations in customers mind and stand out among global competitors. This research assesses the brand strategy of Taiwan’s EVA AIR using the customer-based brand equity model to analyze how EVA AIR can further improve its brand strategy. Meanwhile, this study also evaluates the brand strategy of several leading global airlines to provide further suggestions for EVA AIR. Results, implications and directions for future research were then discussed.