臺灣地區航空貨運集散站市場區隔之研究

Market Segmentation of Air Cargo Terminal in Taiwan

航空貨運集散站為我國民航特許之航空產業，早年為公營獨占市場後來才開放民間倉儲業者加入經營。但隨著產業外移從 2004 年起我國航空貨運量逐漸減少，使得航空貨運集散站競爭愈加激烈。然過去有關航空貨運集散站之研究主要著重於服務品質及經營績效方面。本研究藉由市場區隔理論以問卷調查方法，探討航空貨運集散站使用者對各項服務之重視程度。經由因素分析萃取出「專業形象」、「資訊管理」、「便捷效率」、「安全流程」及「顧客優惠」等五個構面，並利用集群分析找出「e 化服務導向」、「價格服務導向」、「品牌服務導向」及「專業服務導向」四個顧客群。針對各群顧客所重視之服務需求，分別擬定不同行銷策略，供航空貨運集散站業者經營之參考。

Air cargo terminal is an aviation service chartered by Taiwan's Civil Aeronautics Administration. This previously state-owned and monopolized service was opened to competition by introducing private storage operators into the market which has been fiercely competitive since the demand significantly dropped due to offshore migration of Taiwan's industries. The past studies on air cargo terminals primarily focused on service quality and business performance. Instead, this study, based on market segmentation theory, investigates the importance contexts of service items for air cargo terminal users by using questionnaire collections. Factor analysis is used to extract the five dimensions: professional image, information management, operational efficiency, cargo safety, and price flexibility. In addition, the four customer groups: electronic service oriented, price service oriented, brand service oriented, and professional service oriented, are identified by cluster analysis. Finally, the management references and marketing strategies aimed to each customer group are provided to air cargo terminal operators.