疫情危機下之契機：臺灣兩大航空公司之競爭優勢

The Opportunities from the Epidemic Crisis Competitive Advantages of Two Major Airlines in Taiwan

由於疫情影響，海外商務及觀光活動因關閉國境受到影響。而受到此一疫情海嘯衝擊最嚴重的第一線產業，非航空旅遊產業莫屬了。在這背景下，本研究針對受創的航空產業進行深入探討，瞭解兩大國籍航空業者在疫情期間如何贏得產業之競爭優勢。本研究以資源基礎理論觀點作為研究架構基礎，採用專家深度訪談方法進行資料調查，透過訪談具多年從業經驗之七位專家，以黃金航線、策略聯盟、生產技術、經營管理制度、疫情防護與設備、員工培訓策略，以及企業品牌形象維護七個方向，得到兩大國籍航空業者在疫情下取得產業競爭優勢之有效作法。

Due to the impact of the epidemic, overseas business and international tourism activities have been severely affected. This study provides an in-depth insight at the aviation industry and aims to understand how the two largest national airlines in Taiwan have gained the competitive advantages during the epidemic. This study is based on the perspective of resource-based theory and uses the in-depth interviews with seven industrial experts to conduct data investigation. Seven issues (golden routes, strategic alliance, the techniques of production, operation and management system, epidemic protection and equipment, employee training strategies, and brand image maintenance) are discussed. The results provide a comprehensive view how these two airlines gain competitive advantage under the epidemic crisis.