저비용항공사 운영 전략 대비 대형항공사의 효율적 대응 전략의 탐색적 연구
An Exploratory Study on FSC's Efficient Business Strategy by Comparison with LCC's Business Strategy
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초록
2000년대를 전후로 국내외 항공운송시장(air transport market)의 영업환경은 세계경제의 침체, 9.11테러, SRAS 등과 같은 악재를 틈타 LCC들이 항공운송시장에 대거 진입하는 전기를 마련한다. 이는 2000년대이전까지 FSC들이 공급자 중심의 고가격정책(high fare strategy)과 특별한 경쟁자가 없는 안이한 판매전략(strategy of sales) 등에 의한 결과이다. 이에 LCC들의 저운임(low fare), 저원가(low cost) 중심의 공격적인경영전략에 FSC들은 자사 노선구조(route network)의 잠식과 고유 고객(original passengers) 감소를 속수무책으로 지켜봐야 만했다. 결국 FSC들은 LCC의 이와 같은 경영전략들을 사전에 철저히 분석하여 기존의FSC들의 경영정책을 개선하기 보다는 공급자 중심의 비효율적인 노선구조정책(route network strategy), 고가격정책(high fare strategy), 항공사 간 협력체제(cooperation system), 공급자 중심의 GDS(global distribution system) 운영전략 등을 기존과 같이 고수하면서 수요자들의 불만을 자초한 결과이다. 이에 본 연구에서는최근 새롭게 전개되고 있는 전 세계 항공운송시장의 재편과 함께 묶음식(Bundling), 비묶음식(De-bundling), 재묶음식(Re-bundling)등과 같은 운임정책(fare policy)의 변화, NDC(new distribution system)와 같은 신시스템 등의 환경 변화에 유연히 대처하는 한편 대형항공사들의 안정적인 수요를 재 확보하는 신 비즈니스모델을 기존 연구자의 연구를 토대로 재정립해 본다.
Abstract
Around the 2000s LCCs could be enabled to enter the air transport market due to the domestic and external business environment of air transport market which was influenced by unfavorable environmental factors such as global economy depression, 9.11 terror, and SRAS. This phenomenon derived from FSCs' obsolete sales strategy and their supply side high fare strategy before the 2000s. FSCs shiftlessly cannot help watching the encroachment of their own route network and the decrease of original passengers due to LCCs' business strategy which focuss on low fare and low cost. FSCs finally bring consumers' complaints upon themselves by maintaining the supply side inefficient route network strategy, high fare strategy, indiscriminate cooperation system among airlines, and their supply side global distribution system rather than surveying the LCC's business strategy thoroughly and then ameliorating their own existing business strategy. This study aims at suggesting a new business model which could flexibly cope with the reorganization of air transport market, the change of fare policy such as Bundling, De-bundling and Re-bundling, and the environmental change of the new system like NDC(new distribution system).
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