探討臺灣新創航空公司會員制度之價值主張：以星宇航空為例

Abstract

The paper examines the competitive Taiwan-based passenger airline industry on the premise that the startup airline, StarLux, will have a market advantage by targeting business frequent travelers and offering customer-inspired loyalty program rather than a traditional service differentiation based on seat class. We establish the Taiwanese business traveler’s Customer Profile and StarLux’s main competitors’ Value Maps, using Osterwalder’s Value Proposition Canvas as tool to identify unsatisfied customer needs and their satisfaction. This paper utilizes the qualitative research, five in-depth semi-structure interviews, as main tool to collect first hand data from target customer. Later on, an online survey is conducted to support and rank our findings in previous interviews.While aligning our Customer Profile of business frequent traveler, competitor’s Value Map and market trend from PEST analysis, we identify two core requirements for StarLux’s value proposition: Safety as psychological requirement and Convenience as physical requirement in extent. Furthermore, our results also propose a comprehensive marketing strategy of building up a customized and digitalized loyalty program for StarLux airline, which is also applicable to other startup airlines in Taiwan or even in Northeast Asia countries which share similar market characteristics as Taiwan.