The Positioning of Low Cost Carriers (LCC’s) andMarketing Strategies in the case of South Korea
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This paper investigated the attributes and preferences of airlines, and projected the LCCs’ current competitive positioning in the South Korean air market. 84 responses at Kimpo International Airport and Jeju International Airport were used for analysis and Multidimensional Scaling (MDS) method was carried out. Jin Air was most competitive LCC in South Korean market. Safety was the most influential factor when choosing a LCC, and fare was just an influential factor. This finding challenged the general view and head to head fare competition within LCCs was not advisable. Setting a solid regional base, aggressive advertisements for confirmative image, adopting flexible fare system and promotional fare were suggested for improvement strategies.
Abstract
This paper investigated the attributes and preferences of airlines, and projected the LCCs’ current competitive positioning in the South Korean air market. 84 responses at Kimpo International Airport and Jeju International Airport were used for analysis and Multidimensional Scaling (MDS) method was carried out. Jin Air was most competitive LCC in South Korean market. Safety was the most influential factor when choosing a LCC, and fare was just an influential factor. This finding challenged the general view and head to head fare competition within LCCs was not advisable. Setting a solid regional base, aggressive advertisements for confirmative image, adopting flexible fare system and promotional fare were suggested for improvement strategies.
참고문헌 (23)
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