제주항공의 저가항공사 포지셔닝 전략에 관한 연구

다국어 초록 (Multilingual Abstract)

As a new Low-Cost Carrier(LCC) entered the air transport market that remained oligopoly system by 2005, Korea`s airline market will experience more tough competition. Also another LCC, Jeju Air headquartered in Jeju will launch in Jun. 2006. The positioning emerged one of the most important elements of marketing strategy. So, this study aims to analysis market position of Jeju Air and review its strategic points. And through literature reviews about positioning and LCC, 15 attributes about airline choice were extracted and verified the reliability and validity using Cronbach`s alpha method and factor analysis. Then, four airlines that will compete this year were analyzed each relative position with multi-dimensional scaling. The analysis results revealed the relative position in reponse`s perception of Jeju Air with other competing airlines including two major companies and one LCC. In conclusion, some implemental points for Jeju Air such as more diversified price strategy based relative positioning maps or security management and advertisement, were suggested.

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