Düşük Maliyetli Modellerden Hibrit Yapılara Havayolu İş Modeli ve Yönetiminde Stratejik Dönüşüm

Öz

Bu çalışmanın amacı havayolu işletmelerinin uyguladığı iş modellerinden en fazla kullanılanları açıklayarak son zamanlarda kullanımı artan hibrit iş modeline geçişlerdeki stratejik dönüşümü tanımlamaktır. Ayrıca havayolu şirketlerinin kullandığı geleneksel ve düşük maliyetli iş modellerinin önemli kısımları irdelenerek farklılıklar üzerinde durulacak ve neden hibrit yapılanmalara dönüşüm yaşandığının etkenleri üzerinde durulacaktır. Çalışmada ayrıca Türkiye’nin önde gelen iki havayolu şirketinin uyguladıkları iş modelleri de karşılaştırma yapılarak incelenmiştir. Aslında farklı iş modellerini seçen bu şirketlerin belli şartlardan dolayı daha güncel ve etkili olan hibrit iş yapısından da faydalandıkları anlaşılmaktadır. Çalışmada işletme modellerinin ne şekilde hibrit modele çevrildiği de kademeli olarak açıklanmaktadır. Çalışmanın ilk kısmında sivil havacılık sektöründeki en önemli işletmelerden olan havayolu şirketlerinin geçmişten günümüze uyguladıkları iş modelleri anlatılacaktır. Sonraki kısımda kullanımı çok fazla olan düşük maliyetli havayolu şirketleri iş modeli üzerinde detaylı durularak konunun temelleri oluşturulmaya çalışılacaktır. Daha sonra düşük maliyetli iş modellerinden hibrit yapılanmaya nasıl geçildiği ve günümüzde Türkiye’deki örnekleri hakkında detaylı bilgiler verilecektir. Sonuç kısmında ise yapılan açıklamalar sonucunda edinilen fikir ve ileriye yönelik tahminler yapılacaktır. Çalışmada kullanılan bilgilerin ilgili sivil havacılık otoritelerinin ve firmaların sunmuş oldukları raporlardan alındığı, dolayısıyla sadece eldeki verilere göre yorumlar yapılabildiği sınırlama anlamında belirtilmektedir.

Anahtar Kelimeler

• Havayolu Şirketleri
• Havayolu Maliyetleri
• Hibrit Yönetim
• Sivil Havacılık

Strategic Transformation in Airline Business Model And Management From Low-Cost Models to Hybrid Structures

Öz

The aim of this study is to define the strategic transformation in the transition to the hybrid business model, which has been used increasingly recently, by explaining the most used business models applied by airline companies. In addition, important parts of the traditional and low-cost business models used by airline companies will be examined, the differences will be emphasized and the factors why the transformation to hybrid structures will be emphasized. The study also examines the business models applied by two leading airline companies in Turkey by making a comparison. In fact, it is understood that these companies, which choose different business models, also benefit from the more current and effective hybrid business structure due to certain conditions. The study also gradually explains how business models are converted to hybrid models. In the first part of the study, the business models applied by airline companies, which are among the most important businesses in the civil aviation sector, from the past to the present will be explained. In the next part, the business model of low-cost airline companies, which is used a lot, will be discussed in detail and the foundations of the subject will be tried to be established. Then, detailed information will be given about how the transition from low-cost business models to hybrid structures and its examples in Turkey today. In the conclusion section, the ideas obtained as a result of the explanations made and future predictions will be made. It is stated as a limitation that the information used in the study is taken from the reports submitted by the relevant civil aviation authorities and companies, therefore interpretations can only be made according to the available data.

Anahtar Kelimeler

• Airline Companies
• Airline Costs
• Hybrid Management
• Civil Aviation

Kaynakça

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