低成本航空市场研究

低成本航空公司、折扣航空公司或廉价航空公司是指以较低票价换取乘客舒适度降低的航空公司。这一概念始于 20 世纪 70 年代，由美国国内航空公司西南航空发起，旨在为消费者提供廉价机票。从那时起，越来越多的低成本航空公司开始涌现，抢占市场份额，甚至大型航空公司也不得不成立自己的子公司，以提供较低的票价来重新吸引失去的客户。

低成本航空旅行的机会

The impact of low-cost carriers to the aviation industry has been tremendous.  The deep market penetration of low-cost airlines caused conventional carriers to cut flights, close hubs and even abandon service to some cities. In the last few years with high fuel costs and the slowing global economy eating into the bigger carriers’ profit margins, only budget airlines have consistently reported profits or expanded their routes.  In Asia and the Middle East the low fare sector has dramatically grown in the last decade and there are no signs that the expansion would be curtailed.  Low-cost carriers in the Middle East have grown very fast relative to traditional carriers.

客户价值洞察

The success of budget airlines can be traced back to their business model that expounds that cost is not equal to price. The original Southwest model consisted of low fares, higher frequency routes, use of secondary airports with short turnaround times and utilizing the same type of aircraft for the fleet. Modern budget airlines still closely follow the same precepts as those laid out by Southwest but because of there are more low-cost airlines competing in the market there have been differences in  every budget carrier in their implementation. Low-cost airlines in America offer frequent flyer programs and some have even offered the same frills found in bigger carriers like complementary drinks and different class systems.  In Europe, budget airlines like easyJet and Ryanair usually follow the more traditional business model  except that both airlines have operated into major hubs such as Paris Charles de Gaulle, Dublin and Manchester where the traditional strategy of operating in secondary airports.

低成本旅行的价值主张

为了省钱，顾客越来越喜欢简单便捷的飞行方式。虽然廉价航空公司最大的吸引力显然仍是其提供的较低票价，但这并不是其成功的唯一因素。对于常旅客来说，低成本航空公司更具吸引力的最大因素是廉价航空公司的航班供应。随着传统航空公司缩减运营规模，航班时刻表的选择也越来越少。

与传统航空公司的竞争

The growth of budget airlines has brought into question the future of legacy carriers.  Big carriers are increasingly pressured by high fixed costs and relevant market positioning to consumers.  Legacy carriers are increasingly focusing on cost efficiencies, focus on particular traveler segments, consolidating through mergers and acquisitions and investing in staff training and communications.  Today’s new competitive landscape puts large, well established airlines in fierce competition with low-cost airlines.

关于低成本航空旅行市场研究

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