民用航空器貿易之「AB大戰」，係指歐盟空中巴士公司（Airbus）與美國波音公司（Boeing）為了爭取訂單，聯合其母國政府，對民用航空器採購商之政府施加壓力，因而引發的貿易爭端，這也正是WTO民用航空器貿易協定（Agreement on Trade in Civil Aircraft ）制定之背景。 我國自二○○二年二月一日正式簽署上述協定，自應遵守該協定第4條禁止使用不合理壓力與誘因影響購機決定之規定。不料同年華航中程客機之採購，卻引發歐盟指控有違前述規定。事件最後在華航宣佈同時向波音、空中巴士購機後落幕，但也顯見AB大戰並未因民用航空器貿易協定之出爐而停息。 由於民用航空器產業目前最大者即為歐美之A、B兩大生產廠商，一旦一造在爭取訂單時，採取了違反民用航空器貿易協定第4條之手段，且得以因控方難以舉証其之違反而免於任何後果，則根據賽局理論，另一造必也會採取相仿之謀略。 根據上述的發現，華航未來的購機，難免會再度陷入腹背受脅、受誘的困境，不過由於舉證責任之困難，美、歐應不致對我國訴諸爭端解決，愈發突顯民用航空器貿易協定第4條規範功能之有限。 / Airbus and Boeing have long been in trade conflict, also known as the “AB War”, under which both companies unite their respective governments to exert pressure on the governments of countries which procure civil aircraft, all for the purpose of securing contracts. It is also the background behind the adapt of the Agreement on Trade in Civil Aircraft. Taiwan became official signatory of the Agreement on Trade in Civil Aircraft on Feb.1, 2002. As a signatory, Taiwan should obey the rules of Article 4 which forbids using unreasonable pressure and inducement to affect decisions on aircraft procurement. However, the procurement of aircraft by China Airlines at the same year was accused by the EU of violating the rule discussed above. The dispute ended finally after China Airlines announced that it would procure aircraft from both of these companies. It also reveals that this war has not been finished even with the existence of the agreement. Airbus and Boeing are the biggest manufacturers in world’s civil aircraft industry. If one of them adopts measures violating Article 4 of the agreement, and is relieved from any consequences because the plaintiff cannot prove the disobedience, the rival side would undoubtedly, at the time, according to the game theory, the take the same strategy. According to the discovery above, in the future the China Airlines will unavoidably fall into same dilemma of being threatened and induced by the manufacturers. However, It is believed that U.S and EU would not easily seek settlement of controversies considering the difficulty in producing proof. It also discloses that the function of Article 4 is obviously limited.

建蔽率、容積率為都市規劃及控制都市成長所必需之土地利用強度資訊，對這些資訊的狀況瞭解程度會影響整個都市規劃政策的好壞。而現行調查方式為人工現地調查，常需花費大量的人力與時間。實際上，數值航空攝影測量與地理資訊系統等技術的進步，已可應用於輔助建立這些方面的資訊。 本研究目的在結合數值航攝影像與地理資訊系統之技術，以應用於探求土地利用強度之相關資訊。研究主要從數值航攝影像中萃取三維空間資訊，利用地理資訊系統轉換成建蔽率及容積率等土地利用強度資訊。此外，為瞭解成果之精度，本研究亦曾以地面實際測量驗證數值航測成果，結果顯示，利用單像個別量測並利用前方交會計算高程之方式，已可達到精度之要求。除此之外，轉換後之建蔽率、容積率亦較建築物原計畫之建蔽率、容積率數據大約1.1∼1.2倍。研究顯示，在進行現地調查建蔽率、容積率之前，這種方式可為快速輔助判斷之良好工具。 / It needs the information of land use intensity to control the growth of cities, such as building coverage ratio and building bulk ratio. It spends much manpower and time to get the information. The improving technology of digital photogrammetry and geographic information systems can assist investigate and collect the information. The objective of this research has been to analyze the land use intensity with assistance of geographic information systems and digital photogrammetry. Digital aerial photographs have been used to collect 3-D spatial information of research area. This information has been imported into a geographic information system. Building coverage ratio and building bulk ratio of whole research area could be established thereafter. The information collected by digital photogrammetry has also been investigated and checked in situ. The results have indicated that: 1. The ratios of both building coverage ratio and building bulk ratio to the original planned record have been of 1.1~1.2. 2. The most suitable height of each floor is 3.3m when calculating the floor number of building in the research area. 3. Digital aerial photographs could be very useful when the information of land use intensity was required.

本文研究重點在台灣航空票務市場上的銷售通路分析，利用國外市場包括已開發國家美國、日本市場在這領域的趨勢發展，來和台灣國內的市場現況作比較分析；而大陸市場以（上海為主）的引用，則是著眼在兩岸直航業務正大力發展，市場潛力和影響力都有無限可能，因此也特別收集資料作為比較參考的目標之一。也由於票務市場的銷售通路多元發展、多管齊發，在總結歸納下依同業（B2B）和直客（B2C）來作區隔。因二者的通路業務在市場上仍有部份重疊衝突的地方，可透過理論模式的導入分析，清楚得知。特別介紹 E航國內前三大代理批售旅行社在市場通路上的開發建構情況與實際業績佔比的消長比較，都深受各家業者在市場策略的制定和經營重心的支配。 研究中主要以票務銷售的市場通路經營為核心。因此首先利用STP模式來作市場區隔和產品定位，輔以AIETA模式說明，再透過4P+4C的銷售工具和邏輯作奧援解析，清楚明白B2B2C的通路生態鏈的異同之處。利用垂直銜接和水平整合作互補，提高效益的同時，也能降低成本，不論是業者或消費者都能達到多贏策略。在文中又以競合策略理論論述三批售商在通路經營上的轉型歷程所面臨的狀況，雖能研究之前的業績消長和影響因素，但仍需要時間驗證優勝劣敗，端賴往後決策者的經營智慧和執行力。最後再以策略管理中的產業矩陣模式分析，在產業環境中產品通路與營運範疇的公司競爭力，透過SWOT分類出弱勢和威脅落點的策略型態，作最後的總檢視，也將全文研究作一對應結論。希望能更清楚現行的市場通路競爭力不足之處，也可明白未來努力改進強化的方向！ 可以發覺到任何通路、任何市場網際網路的電子商務開發和專業平台的建置已是趨勢，更是現在競爭力爭高下的決戰點！不只是入門的基本配備，也都更持續研發高階進化的功能，以簡化流程、加速大量去化！雖然機位機票的銷售對通路批售商無任何的庫存壓力，但對供應商航空公司卻有無比沉重的時效性負擔！因為機位和飯店是最無存貨價值的商品，起飛後空位價值轉為零。因應配合產品銷售特性，讓我們拭目以待更快速、更高效率的電子商務模式出現。 能有機會親上一線市場通路佈局規劃銷售競爭，結合所知所學和所體驗、所經歷彙整成此一研究，是不可多得的際遇！雖然市場通路銷售歸類畫分為二：B2B，B2C。但就猶如當今的尖端3C產業也是在0和1的程式邏輯中演化銳變成今日超級明星產業，看似簡單其實包含無窮的變化與複雜。 / This research report is focused on analyzing the air tickets sales channels in Taiwan’s airline industry market through the comparison of its evolving trend in the developed country such us United States and Japan versus that in the Taiwan market. Furthermore, Mainland China’s booming travel market is adduced in this research while using Shanghai as the focal city because of the impact and the unlimited potentiality that have been brought onto it by the unfolding cross-strait direct flight service. I particularly collected relevant data for this market with the intension to use it as one of the comparison targets. Moreover, due to the multiple developed sales channels present in the market, I have segmented my conclusion into 2 categories: B2B and B2C. Nevertheless, I adduce theories and models as analysis tool to illuminate the overlapped and conflicting area between the B2B and B2C sales channels. In my research, I also use E-airline’s top 3 wholesalers in Taiwan’s air tickets sales market to explore on how each of its market strategy and business focus attribute to their business performance and market share. The core target of my research thesis is aimed at the sales channels of air tickets. STP model is firstly being used for market segmentation and product positioning; AIETA model is used as a supporting measure. It is then followed by 4P + 4C sales tool to support the logic flow and to illuminate the discrepancy on B2B2C channel chain. The combination of both the vertical link and horizontal integration has served as a complement to increase efficiency and reduce cost. This in return brings forward a win-win strategy that benefits both the general agencies and consumers. In the thesis, the concept of co-opetition is being adopted to discourse upon the situations being encountered by the aforementioned 3 wholesalers during their transitional process. Although my study can focus on the ebb and flow of their performance as well as the co-related attributing factors, it takes time to attest to the survival of the fittest depending on the business operation wisdom and the executing ability of their policy makers. Lastly the industry-matrix model is being applied to analyze the company’s competing edges on the product sale and operation scope in the industry; while SWOT model is adduced as a final review to verify which strategic pattern falls on the quadrant of weakness and threat; this overall derives to the conclusion of my thesis. Hopefully, it will shed lights on the lacking area that lies in the present market sales channels and will illuminate the direction leading to a more prominent future in the industry. It is also worth mentioning that the trend in the e-commerce and professional platform development through internet has inevitably become the crucial factor that leads to success in the competing battle field. Not only the basic threshold, the continual research for advancement, the simplified procedures and the capacity for expansion are all important competing factors. Although the air tickets wholesalers carry no ticket inventory pressure upon themselves, the airliners have to bear the heavy burden of timely sales of their products. Empty airline seat loses its commodity value the moment the aircraft taking off, just like the hotel room inventory which zeros out its value with the past of time. To better utilize the time sensitive products provided by the airliners and hotels, it is foreseeable that more speedy and high efficient sales channels will be prevalent in the days ahead of us through the evolving e-commerce business model. Having the opportunity to involve my research with the forefront sales channel distribution and to intertwine it with the competitive edges in the market based on my personal background and related knowledge is quite a unique experience. Although the sales channels in my research have been segmented into B2B and B2C, the emerging 3C technology will inevitably become tomorrow’s superstar in the industry. Just like the progressive evolution of 0 and 1 equation through the logic flow, something appears easy and simple on the surface may carry an inexplicable complexity of its own.

摘要 行政院101年9月18日發布推動桃園航空城計畫後，該區域因辦理區段徵收開發緣故，農地漲幅顯然偏離周邊農業用地的價值。但截至104年12月止，我國辦理之區段徵收案計110案，平均辦理期間為4.3年 。參照過去區段徵收開發時程甚長，且自99年苗栗大埔事件後，其開發時程勢必有較過去增長的情形下，土地購買者承擔區段徵收開發的不確定性風險與其機會成本亦隨之增加。政府在區段徵收各階段政策宣告時，是否民眾因政策宣告對區段徵收預期的改變，導致徵收範圍內土地交易價格產生不同之影響?另在各階段區段徵收政策宣告下，是否也導致土地價格影響因素的改變?值得深入探討。 我國以往土地徵收補償地價係以公告土地現值為基準加成補償，但自民國101年9月1日起，有關土地徵收補償標準改以市價為準。但徵收補償新制後，卻常發生區段徵收範圍內地主認為土地公告現值太低，而有陳情異議情事發生。而區段徵收範圍內購買者之購買土地願付價格，是否尚與公告土地現值存有關聯性?有探討必要。 本研究主要係運用回歸分析法進行實證研究，以分析航空城計畫區段徵收範圍內農業用地的成交價格是否受各政策宣告影響而存在差異。並分析實證地區的農業用地價格影響因素在區段徵收各重要政策宣告期間，其影響程度的改變。藉以了解區段徵收之政策宣告是否會影響土地價格及價格影響因素。進而以各階段重要政策宣告引起之價量變化，推論價格影響因素改變之原因。 本研究實證結果顯示，區段徵收各階段的政策宣告對農業用地之價格及交易量皆有明顯的影響。至於對於土地價格是正面影響或負面影響，則依其宣告內容而定。又雖然市價徵收補償實施多年，區段徵收內土地公告現值仍顯著影響購買者對土地價格的認定。且區段徵收政策宣告產生交易熱絡之期間，影響價格之顯著因素，相對稀少。推論此時購買者預期短期增值心理濃厚，以短期價差獲利為主，而忽略影響土地價格之因素。而在交易清淡之期間，因無短期增值可獲利，土地購買者則考慮較多種農業用地價格影響因素。

桃園機場近三年來，航班延誤的次數居高不下。 本文通過回歸和資料探勘的研究方法，發現抵達航班更容易出現航班延誤的狀況，特別是從桃園機場附近起飛的航班。 另外，廉價航空公司因其高效率的商業模式而獲得更好的時間效能。 這項研究證實了網絡傳播時間效應，也就是延誤狀況經常在當天晚些時候發生，並且進一步表明，機場若要提高準時性能，則航空公司的營運方式需要做改變。 / Over the past three years, Taoyuan Airport has experienced a high number of flight delays. By using regression and data mining methods, this paper found that arrival flights are more prone to delays, particularly from airports close by. Low cost carriers are also found to have better on time performance due to their efficient business. This study confirms the network propagation time effect where delays are more prone to happen later in the day and furthermore shows that should airports improve on-time performance, it would need to affect the way airlines operate.

京都大学 / 0048 / 新制・課程博士 / 博士(工学) / 甲第21762号 / 工博第4579号 / 新制||工||1713(附属図書館) / 京都大学大学院工学研究科航空宇宙工学専攻 / (主査)教授 吉田 英生, 教授 中部 主敬, 教授 黒瀬 良一 / 学位規則第4条第1項該当 / Doctor of Philosophy (Engineering) / Kyoto University / DFAM

低成本航空公司近年來在航空市場掀起一股風潮，某些低成本航空公司的營運績效甚至威脅到同一競爭市場中的傳統航空公司，例如美國的西南航空公司(Southwest Airlines)、馬來西亞的亞洲航空公司(Air Asia)；另一方面，亦有新興的航空公司採行低成本航空之營運模式，卻於營運不到幾年後就因經營不善而必須宣告破產或倒閉，例如加拿大的祖恩(ZOOM)航空、香港的甘泉航空。到底航空公司的營運模式該採行低成本航空公司之模式較佳？維持傳統航空公司之操作方式較優？還是另有其他模式尚待開發？本文中亦將介紹現行航空公司操作方式中一塊較少為學術界及商業界討論的模式－包機航空公司，並將以上述三種經營模式進行比較。 針對傳統航空公司、低成本航空公司以及專業包機航空公司營運模式之研究方法，文中將先以鑽石理論模型之競爭因素，配合SWOT策略分析，對應航空公司之競爭條件作介紹；並針對成本領導策略、差異化策略、集中化策略對航空業不同之營運模式加以討論，希望歸納出在航空公司本身所能具備的條件之下，所應採行之較佳營運模式。 最後，將以本國航空公司現有之條件，針對其可採取的經營策略加以建議，以期台灣的航空產業，除了在兩岸定期航班即將開展所帶來的商機之外，亦能因採行正確的營運模式，在未來的航空產業發展中持續蓬勃興盛。 / Low-cost carrier in recent years in the aviation market set off a wave. Some low-cost airlines even threat the conventional airlines in the market, such as Southwest Airlines in the United States, Air Asia in Malaysia. On the other hand, some low-cost carriers went bankruptcy due to poor management, such as Zoom Airlines in Canada, and Oasis Hong Kong Airlines. A natural question arises: which type of business model, low-cost carrier, conventional carrier or chartered carrier, should airline operations adopt, low-cost carrier? This study applies Porter's (1990) ``Diamond`` analysis, together with SWOT analysis, to the aforementioned question. The research identifies the corresponding competitive conditions and strategies for each business model. This gives important implications for the aviation business in Taiwan.

本文蒐集1995年到2014年共計39家航空公司的避險數據，旨在檢視燃油避險、外匯避險和利率避險對於公司價值的影響。實證結果與多數文獻的結果一致，燃油和外匯避險對於公司價值多有顯著的正面影響。北美洲地區是唯一外匯避險有顯著負面影響的子樣本。至於利率避險在總樣本和多數的子樣本中對公司價值有顯著負面的影響。因此，本文認為避險與公司價值無絕對的關係，主要仍是取決於公司所面臨的風險。另外，經理人持股對於隔年燃油避險比率有正向關係，但不顯著。而不論燃油和外匯避險對於聯貸利率皆無顯著的關係。 / Using a sample of 39 airline companies around the world over period 1995 to 2015 to examine whether jet fuel hedging, currency hedging and interest rate hedging increase the firm value of airline companies. We find that jet fuel and currency hedging is significantly positively related to their firm value holds in various sub-samples and total sample, but North American area is only one sub-sample which have negative relationship between currency hedging and firm value. However, interest rate hedging have significantly negatively impact on various sub-samples and total sample. Based on our result, there is no absolutely negative or positive relationship between hedging and firm value, it depend on which risk the firm faced and should be hedged. Furthermore, CEO shares holding have non-significant positively relationship with hedge ratio. Our result also show there are no effect of hedging on reducing interest rate of syndicate loan.

本論文分六章： 第一章 緒論，係說明所研究問題之背景、動機、目的、範圍及觀念構架。 第二章 理論基礎，係簡介運輸經濟之需求、供給及定價理論。 第三章 國內民航客運之實體分析，係就國內民航客運之市場營運情況加以分析， 另外對於供給面之四大要素：航線、航空站、航空器及航空業者亦做進一步之分析 。 第四章 國內民航客運旅客之搭機行為，係以問卷方式向旅客調查其搭機之行為及 意見，根據調查結果以瞭解目前搭機者之特徵及其對服務滿意之程度。 第五章 國內民航客運之供需配合及費率制度，係根據調查及分析之結果來量目前 國內民航客運業之供需配合情況，並進一步分析目前費率制定上之問題。 第六章 結論與建議，係就上述分析結果加以彙總，並提出具體可行之改進建議。 #2810559 #2810559

關係行銷或是一對一行銷是目前行銷領域上廣泛被討論的議 題，企業要如何透過有效的辨識、區隔、互動以及客制化來量身打造 顧客專屬的個人化產品與服務內容，並強化其重複消費動機及忠誠， 為目前各種產業爭相積極追求的目標，此外，由於微利時代風暴，各 產業無不希望透過顧客價值的辨識與經營，實現以更有效、更低的成 本的差異化行銷策略來創造高收益的企業經營目標，以航空產業如此 資本密集，高固定成本，低變動成本以及不對稱的供需平衡，誰掌握 低成本領導與差異化策略優勢，便能決戰存續於二十一世紀超競爭時 代之中。 由於資訊科技、網際網路以及資料探勘技術的臻於成熟， 充份 發揮了跨國、即時、深度滲透與互動的特性，使得關係行銷、一對一 行銷的實現變得更加有效而可行。本研究希望從顧客價值的認定、顧 客忠誠策略以及資料探勘技術的探討，來思考如何運用於航空公司會 員系統的顧客區隔，同時，希能透過航空公司產業通路架構、全球旅 行社訂位系統(CRS)的發展現狀、微妙的航空公司間策略聯盟以及不 同航空公司所提供的會員酬賓計劃內容的探討與陳述，初略地對個案 公司的所在環境進行策略性分析，以建議其所需採取投入關係行銷的 主要焦點客層。 緊接著， 利用資料探勘工具中的分群技術， 選定有效的指標變 數，針對某一區間的會員交易資料進行分群，藉由研究各群會員所蘊 含的特殊屬性，如營收貢獻、產品特性、通路喜好以及消費行為等等， 依據前述所定義的目標客層，以創造顧客價值為目標，精確建立目標 客戶群，並據以設計不同的行銷策略與產品組合，逐步深耕建立完整 會員關係行銷資料庫。 最後， 對於本研究所無法觸及的研究議題， 概略指出後續可能 的研究方向與建議。 / Customer Relationship Management and data mining in this hyper-competitive era have revealed a lot of interesting and innovative opportunities to enrich the capability of company to realize and provide customer value. They touch the most critical issue of the enterprise, “How can we create and sustain successful advantage, and maximize profitability by leveraging new technologies ?＂In this thesis, we will focus on the application of data mining in the FFP of the airlines industry, and look over the differences among FFP members to discover the implicative needs of FFP customers. First of all, we start discussion on literature review in chapter two, which was divided into three parts: customer loyalty strategy, customer value and data mining. In this chapter, we put emphasis on the concepts and definitions of above topics, and they would be helpful to us to select and decide key variables in the following data mining practice. Chapter three of this thesis is to introduce the structure and characteristics of the airlines industry, the history of Computerized Reservation System(CRS), the airlines strategy alliance and the FFP system, and to figure out the way to understand the existing threats and opportunities. Chapter four, which was abode by the steps of data mining process, defines business issues and collects around one year's FFP historical transaction data to establish the target data and perform an actual data mining practice. In this real practice, we use the demographic cluster function of IBM Intelligent Mining tool to do member clustering. We select net revenue, first and business class spending rate, reservation booking designator and customer activation as analytical variables to perform FFP member clustering. Each variable has been well equipped with weight and method to produce best cluster pattern. Finally, according to the mining results we have explored and interpreted, we provide our draft recommendations about marketing planning and mix activities from the perspectives of FFP members clustering.