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Author: 謝慧怡
I-Hui Hsieh
Thesis Title: 衝破國境束縛-於新冠疫情的破繭重生對策~ 以日本航空台灣支店為例
Breaking the Boundaries of National Borders- Strategies for Rebirth in the Wake of the COVID-19 Pandemic ~ A Case Study of Japan Airlines Taiwan Branch
Advisor: 鄭仁偉
Jen-Wei Cheng
Committee: 陳俊男
Chun-Nan Chen
呂志豪
Shih-Hao Lu
Degree: 碩士
Master
Department: 管理學院 - 企業管理系
Department of Business Administration
Thesis Publication Year: 2023
Graduation Academic Year: 111
Language: 中文
Pages: 53
Keywords (in Chinese): 新冠疫情危機管理異業結盟網路平台經濟組織敏捷性
Keywords (in other languages): Covid 19, Crisis Management, Cross-Industry Alliance, Internet Platform Economy, Organizational Agility
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  • 2019年底新冠病毒疫情爆發,隨即在2020年初迅速擴散至全球許多國家,成為全球的大瘟疫,導致全球各企業受到不同程度的衝擊。在所有產業中,航空業首當其衝,由於各國陸續鎖國及隔離等政策,瞬間旅客人數比起以往大幅下滑,讓許多航空業面臨前所未有的倒閉及裁員的危機。同樣的日本航空因疫情收入大幅減少,多家航空利用貨機來增加營收的同時,日本航空卻因沒有貨運專機,只能以現有的客機來裝載貨,難以平衡營運需要的大量資金運作,必須全球各站的日本航空共同集思廣益,來度過難關。台灣支店的日本航空緊急召集各主管思考緊急應變措施,成立各項小集團一起思考如何減少支出增加收入的方法。跨國企業如何面對危機應變,尋找異業合作的可行性,進而成立新部門,利用網路平台販售商品…等。接下來,要如何延續新部門呢?因應對策是不是有改善的空間?疫情帶來的改變是不是也值得深思與探討。本個案論文主旨在分享日本航空台灣支店在新冠疫情時如何危機應變?跨國企業面臨什麼問題?如何利用現有資源與異業結盟創造商機?希望對相同的產業面對類似突發的狀況時能提供應變的參考。


    The outbreak of the COVID-19 virus erupted at the end of 2019 and quickly spread to many countries around the world in early 2020, becoming a global pandemic that has impacted various industries. The airline industry was hit hard as countries implemented lockdowns and isolation policies, causing a significant drop in passenger numbers and leading many airlines to face unprecedented crises of bankruptcy and layoffs.Similarly, Japan Airlines suffered a significant decline in revenue due to the pandemic, and while many airlines used cargo planes to increase revenue, Japan Airlines had to use existing passenger planes to carry cargo, making it difficult to balance the large amount of funds required for operation. As a result, the Japan Airlines branches worldwide had to come together to brainstorm and overcome the crisis. The Taiwan branch of Japan Airlines urgently called for a meeting of all managers to discuss emergency response measures and set up various small groups to think about how to reduce expenses and increase revenue. Cross-border companies faced many challenges in crisis management and had to seek feasible possibilities for cross-industry collaboration to establish new departments, utilize online platforms to sell products, and more. The next step is to consider how to sustain the new department and whether there is room for improvement in response strategies. The changes brought about by the pandemic are worth deep reflection and exploration. The main focus of this case study is to share how Japan Airlines' Taiwan branch responded to the COVID-19 crisis, the challenges faced by cross-border companies, and how to utilize existing resources and cross-industry alliances to create business opportunities. The aim is to provide reference for similar industries facing unexpected situations in the future.

    誌 謝 I 摘 要 II ABSTRACT III 目 錄 IV 圖目錄 V 表目錄 VI 壹、個案本文 1 開場白 1 一、航空產業概況 2 二、個案公司背景與概況 4 三、個案公司面對的危機與應變 7 四、營運策略的改變 9 五、新部門的成立 16 六、個案討論問題 20 貳、教學指引 21 一、個案總覽 21 二、設定個案討論議題的思考邏輯 22 三、適用課程與對象 23 四、課前準備與問題討論 24 五、個案人物角色說明 24 六、個案分析 25 七、教學建議與時間分配 35 八、板書規劃 37 參考文獻 44 中文文獻 44

    中文文獻
    1. 吳晉嘉(2020),因應新冠肺炎危機管理之研究-以 D 公司為例。
    國立成功大學管理學院高階管理碩士在職專班碩士論文。

    2. 財團法人中技社2019-7專題報告(2019),平台經濟興起對產業發展與資源使用的影響。

    英文文獻

    1. Fagel, M. J. (2013). Crisis management and emergency planning: preparing for today's challenges. CRC Press.

    2. Gulati, R., & Singh, H. (1998). The architecture of cooperation: Managing coordination costs and appropriation concerns in strategic alliances. Administrative Science Quarterly, 781-814.

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    4. Gomes-Casseres, B. (1996). The alliance revolution: The new shape of business rivalry. Harvard University Press.

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    6. Puranam, P., & Vanneste, B. S. (2009). The elephant in the room of alliance research: How researchers' managerial beliefs and assumptions shape theory. Academy of Management Perspectives, 23(3), 63-81.

    7. Peng, M. W., Wang, D. Y., & Jiang, Y. (2008). An institution-based view of international business strategy: A focus on emerging economies. Journal of International Business Studies, 39, 920-936.

    8. Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution: How networked markets are transforming the economy and how to make them work for you. WW Norton & Company.

    網路資源

    1. 投顧週報
    https://events.entrust.com.tw/news/1137

    2. 財務部關務署 https://web.customs.gov.tw/statistics/detail/0dbd0cb8348e4e2b8e1155c665269026/bf7c969e9a9c48f7beadb14f87763bd4

    3. JAL REPORT 2022 https://www.jal.com/en/sustainability/report/pdf/index_2022b.pdf?221118,125

    4. MBA 智庫百科
    https://wiki.mbalib.com/zh-tw/%E5%B8%8C%E6%96%AF%E7%9A%844R%E5%8D%B1%E6%9C%BA%E7%AE%A1%E7%90%86%E7%90%86%E8%AE%BA

    5. 挑選異業結盟對象考慮的因素
    https://www.saas.cybersoft.tw/post/_%E7%95%B0%E6%A5%AD%E5%90%88%E4%BD%9C

    6. 平台經濟成功方程式
    https://itritech.itri.org.tw/blog/innovation-and-challenge-of-platform-economy/

    7. MPM專業經理雜誌 敏捷性組織的定義
    https://www.pm-mag.net/Article/Article_content.aspx?Tid=1287#:~:text=%E6%A0%B9%E6%93%9A%E9%BA%A5%E8%82%AF%E9%8C%AB(McKinsey%26Company)%E5%85%AC%E5%8F%B8%E6%8C%87%E5%87%BA,%E6%9C%89%E5%83%B9%E5%80%BC%EF%BC%89%E7%9A%84%E8%83%BD%E5%8A%9B%E3%80%82%E3%80%8D

    8. 天下雜誌 :VUCA時代,怎麼讓你的組織變敏捷?
    https://www.cw.com.tw/article/5088385?template=transformers

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