Market segmentation is not a new concept in the field of marketing, but whether the traditional segmentation variables of domestic airlines' product positioning strategies are suitable under the highly competitive environment should be investigated. This study adopted the "critical incident technique" to search for the critical events that affect customer satisfaction in the TSA-KHH route. The dramaturgical theory was then applied to classify the critical events and help in developing the questionnaire to collect required data. The Ridit analysis and radar chart were finally employed to analyze the competitive advantages and vulnerabilities of the service strategies for different airlines in the TSA-KHH route. The results of this study revealed that marketing boundary of TSA-KHH route services was not easy to differentiate. Therefore, it seems difficult for enterprises to improve the worsening management bottlenecks by adopting target marketing strategies. Some strategies such as "corporate transformation" and "counter-segmentation" were finally introduced to provide diversified and valuable suggestions in planning marketing strategies for the airline industry.