商業促銷與慈善促銷對於短期績效與長期無形資產之影響－以全球三十四家航空為例

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Title:	商業促銷與慈善促銷對於短期績效與長期無形資產之影響－以全球三十四家航空為例 The Impact of Business Promotion and Charity Promotion on Short-term Performance and Long-term Intangible Assets with Examples of 34 Airlines
Authors:	崔少青
Contributors:	行銷碩士學位學程碩士班
Keywords:	商業促銷善因促銷動態競爭競爭者行動數廠商績效無形資產
Date:	2019
Issue Date:	2019-12-12 14:07:38 (UTC+8)
Abstract:	促銷策略已成為行銷領域與動態競爭領域中重要的研究主題，但過去研究中並無存在將促銷策略與競爭者回應做結合的先例。反而，多數的研究都在探討促銷策略對於消費者行為的影響。因此，本研究以促銷策略作為主軸，發展出商業促銷與善因促銷兩項策略，並將廠商的行動與回應加以分類，進一步探討促銷策略對廠商的影響。本研究以全球34家航空公司(包含日本航空、美國航空、阿聯酋航空、紐西蘭航空與荷蘭皇家航空)做為研究樣本。本研究之促銷活動蒐集至Civil Aviation Resource Net of China民航新聞網，並從中蒐集2009年至2016年，共計8年2.952則航空促銷策略的相關新聞，並運用結構內容分析法(structured content analysis)建構新聞資料庫。本研究將促銷策略分為商業促銷以及善因促銷，其中商業促銷包含價格促銷、贈品促銷、升艙促銷、行李重量促銷、節慶促銷、里程促銷與會員促銷，善因促銷包含捐款、贊助、關懷弱勢、聯合義賣等，共計11項行動。本研究以動態競爭觀點做為研究主軸，探討不同的促銷策略對競爭者行動數目之影響，並進一步透過競爭者行動數目探討其對廠商績效與無形資產之影響。實證結果證實，(1)焦點廠商的商業促銷多寡會負向影響競爭者行動數；(2)焦點廠商的善因促銷多寡會正向影響競爭者行動數；(3)競爭者行動數會負向影響廠商績效；(4)競爭者行動數會負向影響無形資產。本研究探討過去少有的將行銷領域與動態競爭領域做結合的主題，並深入探討促銷策略對競爭者行動的影響，成為第一篇結合促銷理論與動態競爭去探討兩種促銷策略，分別為商業促銷與善因促銷對於競爭者行動的影響。並探討善因促銷對於廠商的重要性，以及在動態競爭研究中增添一筆新的色彩，提供未來研究更多元化的研究方向。 Promotion strategy has become an important study subject in the field of marketing and competitive dynamics. However, there is no example of former research that combines promotion strategy and competitor responses. Instead, most of the researches were exploring the impact of promotion strategy on consumer behaviors. Thus, this study developed two strategies based on promotion strategy: sales promotion and cause-related promotion, categorized the firms’ actions and responses, then explored the impact of promotion strategies to the firms. This study used thirty-four airlines around the world as the research samples, including Japan Airlines, American Airlines, Emirates, Air New Zealand, and KLM Royal Dutch Airlines. The promotion actions in this study were collected from the China Aviation Daily, with two thousand nine hundred and fifty-two news related to airline promotions, in a span of eight years from 2009 to 2016, constructed into a news database using structured content analysis. This study divided promotion strategies into two major categories: sales promotion and cause-related promotion. Sales promotion consists price, gift, class upgrade, luggage weight, holiday, mileage, and member promotion, while cause-related promotion consists donation, sponsorship, caring for the disadvantaged minorities, and charity bazaars, in a total of eleven different actions. This study took the perspective of dynamic competition as the base of the research, discussed the impact of different promotion strategies on the number of the actions taken by the competitors, then further explored its effect to the firms’ performance and intangible assets. The empirical result confirmed that (1) The amount of sales promotions that the focused firms took will affect the number of the competitors’ actions negatively; (2) The amount of caused-related promotions that the focused firms took will affect the number of the competitors’ actions positively; (3) The number of competitors’ actions will affect the firm’s performance negatively; (4) The number of competitors’ actions will affect the intangible assets negatively. This study combined the field of marketing and competitive dynamics, which is less seen, further explored the effect of promotion strategy on competitor actions. As the first research to integrate promotion theory and competitive dynamics, this study investigated the impact of the two promotion strategies: sales and cause-related promotion on the competitor actions, explored the importance of cause-related promotion to the firms. This study added a new color to competitive dynamic researches, providing a more diverse research direction for future researches.
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