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| 研究生： |
張書銘 Chang, Shu-Ming |
|---|---|
| 論文名稱： |
後疫情時代台灣航空市場的策略轉變：以美國航線為例 Post-Pandemic Strategic Shifts in the Taiwan Aviation Market: A Case Study of US Routes |
| 指導教授： |
吳文傑
Wu, Jack |
| 口試委員: |
徐愛恩
Tsui, Stephanie 張景宏 Chang, ChingHung |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2025 |
| 畢業學年度： | 114 |
| 語文別： | 英文 |
| 論文頁數： | 104 |
| 中文關鍵詞： | 航空 、後疫情旅遊 、臺灣航空市場 、地緣政治 、美國航線 |
| 外文關鍵詞： | Airlines, Post-Pandemic Travel, Geopolitics, U.S. route, TW aviation market |
| 相關次數： | 點閱：21 下載：0 |
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This case study examines the strategic transformations undertaken by airlines operating in Taiwan in the post-pandemic. The COVID-19 severely disrupted the global aviation industry, triggering financial crises and bankruptcies among several carriers. In Taiwan, the aviation sector faced comparable challenges; however, local airlines managed to sustain operations primarily due to a significant surge in air cargo demand. Conversely, several foreign airlines reduced or withdrew their presence from the Taiwan market, such as Air Canada, amid operational difficulties, while others still maintained services to capture residual demand during the crisis, such as United Airlines.
As the world transitions to the post-pandemic phase, the aviation industry faces the challenge of restructuring to accommodate the rapid recovery in passenger demand. Simultaneously, evolving geopolitical dynamics are reshaping regional market conditions and competitive landscapes.
This study specifically focuses on the evolution of Taiwan-United States routes after the pandemic, analyzing how increasing travel demand has been influenced by strengthening bilateral relations. Furthermore, it explores the strategic responses of airlines, assessing their market positioning and competitive strategies within Taiwan’s evolving aviation ecosystem.
1. Introduction 1
1.1. Background and Research Motivation 1
1.2. Research Questions 6
1.3. Research Objective 7
1.4. The Structure of Thesis 8
2. Overview of Taiwan’s Aviation Market During the Pandemic 10
2.1. Global Aviation Impacts of the Pandemic and Geopolitical Factors 10
2.2. Transformational Trends in Taiwan’s Aviation Industry 14
2.3. The Strategic Positioning of Taiwan’s Flag Carriers 19
2.3.1. China Airlines: A Dual Focus on Passenger and Cargo Leadership 19
2.3.2. EVA Air: Premium Differentiation and Alliance Connectivity 22
2.3.3. STARLUX Airlines: The Boutique Challenger and New Entrant 26
2.3.4. Comparative Strategic Assessment 29
2.3.5. Foreign Airlines’ Response in the Taiwan Market During the Pandemic 32
3. Post-Pandemic Taiwan Aviation Market Transformation 36
3.1. Comparative Analysis of Market Capacity and Demand 36
3.2. Shifts in Passenger Behavior and Corporate Travel Patterns 39
3.3. Competitive Dynamics and Market Share Evolution 42
3.4. Taiwan Flag Carriers in post-pandemic 44
3.4.1. China Airlines 44
3.4.2. EVA Air 48
3.4.3. STARLUX Airlines 52
4. Strategic Shifts of Taiwan’s U.S. Route Market 56
4.1. Post-Pandemic Assessment of U.S.–Taiwan Routes 56
4.1.1. U.S.–Taiwan Economic Integration and the Strategic Role of Aviation 56
4.1.2. Demand and Supply Trends across Key U.S. Gateways 61
4.2. Network and Capacity Allocation Strategies 64
4.3. Comparative Analysis in U.S. routes: Flag Carriers vs. U.S. Airlines 67
4.3.1. China Airlines 68
4.3.2. EVA Air 70
4.3.3. STARLUX Airlines 72
4.3.4. United Airlines 75
4.3.5. Delta Air Lines 80
4.3.6. American Airlines 83
4.3.7. Others 85
5. Conclusions and Managerial Implications 88
5.1. Global Airlines Industry Future Outlook 89
5.2. Taiwan Market to U.S. Route Future Overview 93
5.3. Strategic Insights for U.S. Carriers Competing in the Taiwan Market 96
5.4. Research Limitations and Directions for Future Study 99
Reference 102
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