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| Title: | 以動態競爭觀點分析後進者策略: 以星宇航空為例
A Case Study on the Latecomer Strategies based upon Dynamic Competition Perspectives |
| Authors: | 李薦弘
Li, Chien-Hung |
| Contributors: | 邱奕嘉
李薦弘
Li, Chien-Hung |
| Keywords: | 星宇航空
動態競爭
後進者策略
競爭性行為
台灣航空市場
STARLUX Airlines
Competitive dynamics
Latecomer strategies
Competitive behavior
Taiwanese aviation market |
| Date: | 2024 |
| Issue Date: | 2024-09-04 14:10:37 (UTC+8) |
| Abstract: | 本研究旨在透過動態競爭的觀點探討星宇航空在台灣航空市場中的後進者競爭策略，以及主要競爭對手中華航空和長榮航空的回應策略。隨著疫情後航空市場逐漸復甦，新進入市場的星宇航空如何利用其競爭策略在激烈的市場中脫穎而出，成為本研究的動機與背景。本研究的主要目的在於分析星宇航空與其競爭對手在疫情解封後所採取的具體行動與回應，並探討其策略與效果。
本研究採用了動態競爭理論作為分析框架，通過收集2022年10月1日至2024年4月30日間的公開資料，對三家航空公司的競爭行動與回應進行編碼與分類，並對其進行結構內容分析。研究結果顯示，星宇航空在產品創新和市場定位方面表現出色，通過推出多樣化的高品質服務和產品，吸引了注重飛行體驗的乘客；在定價策略上，星宇航空選擇提供高品質服務而非參與價格戰，成功建立了其鎖定高階市場的形象。然而，由於資源限制，星宇航空在快速反應和靈活性方面相對較弱。
競爭對手中華航空和長榮航空利用其豐富的資源和市場經驗積極回應，以更大規模、更加頻繁的方式採取行動，在促銷活動、產品創新及品牌形象建立方面展現了更強的競爭力。總結來看，星宇航空在動態競爭環境下通過產品創新和高階市場定位展現了後進者的潛力，但仍需持續提升資源管理和市場應對能力，以鞏固和擴大其市場優勢。
This study explores the competitive strategies of STARLUX Airlines in the Taiwanese aviation market from the perspective of dynamic competition, and examines the response strategies of major competitors China Airlines and EVA Air. Post-pandemic, STARLUX Airlines' approach to standing out in a competitive market forms the background and motivation of this research. The primary goal is to analyze the specific actions and responses of STARLUX Airlines and its competitors after the pandemic restrictions were eased, evaluating their strategies and outcomes.
Using dynamic competition theory as the framework, data from October 1, 2022, to April 30, 2024, was collected and analyzed. The study shows STARLUX Airlines excels in product innovation and market positioning by offering diverse high-quality services and products, attracting passengers who value the flying experience. Instead of engaging in price wars, STARLUX focuses on high-quality services, establishing a high-end market image. However, resource limitations hinder its rapid response and flexibility.
China Airlines and EVA Air, with their extensive resources and market experience, responded with larger-scale and more frequent actions, showcasing stronger competitiveness in promotions, product innovation, and brand building. Overall, STARLUX Airlines exhibits the potential of a latecomer in a dynamic competitive environment but needs to enhance resource management and market responsiveness to strengthen its market position. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363043 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363043 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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