以競合策略分析 3家台灣航空業者經營策略

Abstract

台灣航空產業長期由 2個主要業者在競爭，長榮航空與中華航空。 這兩大航空業者長期競爭的結果，給了台灣乘客截然不同，又相當高品質的搭乘體驗。 但 2019年底爆發了新冠疫情，2021 年全台三級警戒， 2 大航空業者歷經了一段艱難的過程，但也透過迅速的策略調整存活了下來。 2023年開始疫情退燒，這時候航空產業準備迎來旅遊的爆發期。 而當兩大業者摩拳擦掌準備重回市場時，一家嶄新的業者在經歷籌備與疫情打擊下，以不屈的姿態出現了，而且用十足的話題性，挑戰 2大業者過往的勢力範圍。 本研究欲透過分析市場從 2大業者的時代，經歷疫情，到了 3 家業者逐鹿的現在，是透過什麼樣的策略幫助公司轉型跟突圍。 也希望透過數據化的資料和賽局矩陣，呈現 2大業者在競爭後的結果。 同時也同步比較 3家航空業者的公開資料，意圖找出是什麼情況下讓他們在如此激烈的情況下仍然存活。 找出差異化、各自的藍海策略、核心優勢。研究的方式會盡量以可靠可信的數據去佐證本研究的論點，儘量減少主觀描述。 本研究的最後，會對 3家航空業者做出未來的預測，以及建議還可以發展的機會點。也會用個案研究的方法，對於 3家航空業者再更加劇烈的競爭下，會否繼續追求高品質，抑或因為惡性競爭進入衰退做預測。

The Taiwanese aviation industry has long been characterized by a duopolistic structure, with EVA Air and China Airlines serving as the two dominant players. Their sustained rivalry has provided passengers in Taiwan with distinctly different yet consistently high-quality flight experiences. However, the outbreak of COVID-19 in late 2019, followed by the nationwide Level 3 alert in 2021, disrupted the industry significantly. Both carriers faced immense challenges but managed to survive through swift and strategic adaptations. As the pandemic began to subside in 2023, the aviation industry was primed for a resurgence in leisure travel. During this transition, a new airline emerged—having endured both the rigors of startup development and the setbacks of the pandemic—with a resilient stance and significant media attention. This new entrant began to challenge the established market boundaries previously dominated by the two incumbents. This study seeks to analyze the strategic transformations undertaken by Taiwan’s three major airlines across different stages: from a two-player market, through the COVID-19 crisis, to the current competitive environment involving three players. By leveraging quantitative data and game theory matrices, this research aims to examine the outcomes of inter-firm competition and identify the strategic positioning that enabled each company to survive. A comparative analysis of publicly available data will further explore the differentiated strategies, blue ocean approaches, and core competencies of each airline. The study will conclude with strategic forecasts and recommendations for future growth. Additionally, through case study methodology, it will assess whether intensifying competition will drive continued pursuit of service quality or trigger a downturn due to destructive market dynamics.