頂級航空市場進入決策－星宇航空策略定位與建議

Abstract

隨著全球經濟狀況逐漸復甦及成長，與經濟狀況具有相當相關性的航空客運需求也逐漸成長，此外，伴隨著各國逐漸開放天空，航空客運產業的發展也日漸熱絡。在未來全球整體航空客運產業的預估成長中，亞太地區佔有極重要的地位，因為主要的成長貢獻將有大約一半來自於亞太地區，而台灣得天獨厚的地理位置位處東亞交通樞紐，台灣的航空客運產業勢必未來也會受惠於全球整體產業的成長，然而卻也因為航空產業愈來愈自由，競爭相當激烈，甫成立或新興之航空公司如何發覺自己在產業中正確的策略定位從而制定正確的策略，將會是其是否能夠在競爭激烈的航空客運市場中存活的重要關鍵。本研究將以星宇航空為例，透過一系列的分析，為其規劃初期營運的航線、飛機機型、航空聯盟等議題，並透過策略活動系統圖為其描繪研究建議。

Over half of the world’s tourists who travel across international borders each year are transported by air. As the global economic growing, the demand of the air transport which is highly related to the GDP performance is also growing. Air transport is a growth market which has a 60% growth rate over the last ten year. In this huge market, Asia-Pacific will lead world traffic by 2036, with a three fold increase in the traffic serving this region by the end of the forecast period, and Taiwan will benefit from this because of the crucial location where Taiwan located. Located on the southeast of continent of Asia, which makes Taiwan to be the pivot of the exchanged all parts of Asia. How an airline company which was just established discover their strategic position and make the right call within the intense competition will be the key problem been discuss in this thesis. This thesis will take STARLUX Airline which was just established in 2016 as an example. From discover the strategic position to how to choose the route, airplane and alliance will be analyze detailed in this thesis. At the end of this thesis we will use strategic activity system map to conclude.