品牌定位在消費者決策中扮演著重要的角色。透過品牌定位，業者可以知道自家所屬的競爭位置；而消費者也可選擇適合自己的身分的產品。本研究以搭乘臺灣飛往日本及韓國航線的旅客為目標，分析中華航空、長榮航空、國泰航空、日本航空、大韓航空、韓亞航空、泰國航空七家航空公司；利用旅客感受的服務屬性及滿意程度對航空公司進行品牌定位，並進行旅客對航空公司的品牌重視程度分析，進而提出改善建議，以提升航空公司整體服務品質與品牌形象。本研究採用多元尺度分析來產生知覺圖，以圖形方式呈現航空公司服務及品牌的位置，了解航空公司的競爭群以及旅客對航空公司品牌重視程度。本研究發現搭乘日韓航線的旅客認為表現最好的為長榮航空，而品牌定位可發現華航與長榮屬同一競爭群；國泰與日空屬同一競爭群；泰航自成一競爭個體。品牌重視的部分，本研究發現國泰與華航成同一競爭群；長榮與日空成同一競爭群；泰航自成一競爭個體。

Brand positioning and brand value play an important role in the process of customers’ purchase decisions. Attempting to find the brand positions & brand values of the five international airlines flying Japan & Korea routes, this study adopted multidimensional scaling approach and perceptional maps to locate brand position and brand values of each airline.
The results indicated that EVA Air was perceived to be the best performance airline company. While considering brand position, China Airlines and EVA Air were considered in the same competitive group, Cathay Pacific Airways and Japan Airlines were positioned in another group, Tai Airway was located independently. About customers’ perceived brand values, Cathay Pacific Airways and China Airlines were considered in the same competitive group, EVA AIR and Japan Airlines were positioned in another group, Tai Airway was located independently.