earticle

영어

This research aim is to suggest a meaningful implication for airlines marketing strategy of cargo services. To achieve this study purpose, the survey was conducted by forwarders in air cargo industry for the Shanghai air cargo route. By using EFA (Exploratory Factor Analysis) and IPA (Importance-Performance Analysis) method, analysis was accomplished with the assessments done by the forwarders for air cargo service factors. The survey results were analyzed of importance and satisfaction for strategic factors. As a result, Customers had a higher degree of satisfaction in the immediacy area for national airlines, but they were found to have a high degree of dissatisfaction in the price. Therefore, national carriers would be required to give volume incentive and flexible price during slow season. By the result of IPA, it would be recommended to carry out appropriate measure and notice to forwarders when cargos were not loaded on time due to flight cancellation or long-time delay because of maintenance or other reason in Shanghai air cargo route. Moreover, it especially known that low price was the first priority for national airlines. Considering this, national airlines should focus their efforts on: operating a low cost aircraft, recovery of price competitiveness through cost reduction, development of a variety of rates based on service differentiation and providing volume incentives. We can say that this study is meaningful to provide analysis for airlines on Shanghai air cargo route and strategic implication for survival and prosperity in the harsh market situation featuring the revenue reduction and cost increase.