在台灣航空業不論是在政府、企業或個人的角度，都扮演推動全球化相當重要的產業。然而新冠病毒自從2020年初爆發以來，各家航空業者皆面臨到前所未有的衝擊，造成營運及獲利極大的影響。因此，在疫情下的航空業者面臨什麼樣的衝擊，以及如何有效因應與擬定轉型策略，這方面的文獻卻是少之又少而渺渺無幾。
本研究應用策略分析的工具，例如SWOT分析、產業五力分析、轉型策略分析等，以國內指標性航空公司長榮航空為個案，藉由深度訪談法、參與觀察法及次級資料分析法等研究方法，探討「後疫情時代航空業所受之衝擊」與「因應及轉型策略」。
航空業受疫情之衝擊，本研究發現顧客因搭乘飛機需求降低導致航空服務人力閒置，高營運成本造就高票價，新冠病毒持續突變造成航空業復甦延緩。雖受到疫情的衝擊，航空業者仍需達到獲利的基本目標，因應及轉型策略:秉持著服務業特性，推出客運轉貨運、類包機、體驗營、空廚料理、周邊商品販售等服務，以降低獲利損失所受到的衝擊。
自動化服務及簡化服務流程，可減少人群的接觸機會，增加旅客搭機的信心
，優化機隊調度機制調整貨運營運，以提升航線收益。保障會員權益提高黏著度調整並優化票價結構。持續發展國際性策略聯盟，空運貨品結構的多元化。適當調整機隊規模同時維持飛航安全，並響應節能減碳。透過本研究冀望能為國內航空業在疫情危機下的未來發展，提供策略參考的方向，為產業貢獻一分心力。

In Taiwan, the airline industry plays a very important role in promoting globalization from the perspective of the government, enterprises or individuals. However, since the outbreak of COVID-19 in early 2020, airlines have faced an unprecedented impact and have made huge losses. Furthermore, there is limited research on what kind of impact on airline industry faces under the epidemic, and how to effectively respond to and formulate transformation strategies.

This study applies strategic analysis tools, such as SWOT analysis, five forces analysis of industry and transformation strategy analysis. Taking E Airlines, the bellwether of the domestic airline, as a case, this study discusses "the impact on the airline industry in the post epidemic era" and "response and transformation strategies" through in-depth interview, participatory observation and secondary data analysis.

The airline industry suffers from the impact of the epidemic. This study found that customers' idle demand for air services caused by the reduction in demand for aircraft and high operating costs resulted in high fares. COVID-19's continued mutation caused the recovery of the airline industry to slow down. Despite the impact of the epidemic, the airline industry still needs response action and transformation strategy to achieve the basic goal of profit. Adhering to the characteristics of the service industry, launch services such as passenger to freight transfer, class charter, experience camp, air kitchen cuisine and peripheral commodity sales, so on reduce the impact on profit.

Automated services and simplified service processes can reduce contact opportunities, increase passengers' confidence in taking flights, optimize fleet scheduling mechanisms and adjust freight operations to improve route revenue. Protect the rights and interests of members, improve adhesion, and adjust and optimize ticket price structure. Continue to develop international strategic alliances and diversify the structure of air cargo. Appropriately adjust the fleet size while maintaining flight safety, and responding to carbon reduction and energy conservation. Through this study, we hope to provide a strategic reference direction for the future development of the domestic airline industry under the epidemic crisis and contribute a distraction to the industry.

國立中山大學研究生學位論文審定書i
誌 謝ii
摘　要iii
Abstractiv
目 錄vi
圖 次viii
表　次ix
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的與問題3
第三節 研究流程4
第二章 文獻探討5
第一節 服務業特性5
第二節 SWOT分析7
第三節 產業五力分析9
第四節 轉型策略12
第三章 研究設計14
第一節 研究架構14
第二節 研究方法15
第四章 產業公司個案探討18
第一節 航空業介紹18
第二節 個案公司介紹28
第三節 疫情面臨困境33
第五章 分析與結果37
第一節 個案公司內部競爭優勢37
第二節 疫情時期因應對策45
第三節 航空業轉型策略46
第六章 研究結論50
第一節 研究結論50
第二節 研究建議53
參考文獻54
一、中文54
二、英文55
三、網路57
訪談紀錄表58

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三、網路
競爭優勢20220303檢索自https://news.cnyes.com/news/id/4136531
民航局20220311檢索自https://www.caa.gov.tw/index.aspx?Lang=1
長榮航空20220311檢索自https://www.evaair.com/zh-tw/index.html
聯合國國際民航組織20220415檢索自https://www.icao.int/Pages/default.aspx
經濟部航空產業發展推動小組網頁20220415檢索自https://www.casid.org.tw/
國際航空運輸協會 20220311檢索自https://www.iata.org/
交通部 20220311檢索自https://www.motc.gov.tw/ch/index.jsp gov.tw
中華航空20220311檢索自https://www.china-airlines.com/tw/zh/
公開資料觀測站20220415檢索自109年長榮航空個體財務報告書https://doc.twse.com.tw/serverjava/t57sb01?step=1&colorchg=1&co_id=2618&year=109&seamon=&mtype=A&
公開資料觀測站20220415檢索自110年長榮航空個體財務報告書https://doc.twse.com.tw/serverjava/t57sb01?step=1&colorchg=1&co_id=2618&year=110&seamon=&mtype=A&
民航局_民航統計年報109年Airline Industry Economic Performance - October 2021 Presentation.20220415檢索自https://www.iata.org/en/publications/economics/? Search=&EconomicsL1=149&EconomicsL2=150#searchForm
民航統計年報(國際及兩岸航線)；其中載客人數含過境旅客。