本研究旨在探討新進航空公司如何通過商業模式創新來維持其競爭優勢，特別以台灣新興航空公司星宇航空為例進行深入分析。透過文獻回顧及實證研究，本研究探討了商業模式創新的核心要素，包括市場定位、產品和服務創新、航線佈局、機隊規劃與策略合作等。研究結果顯示，星宇航空在高度競爭的航空市場中，透過差異化的高端市場定位和創新的服務模式，不僅成功切入市場，並迅速建立起顯著的市場地位。透過精準的市場定位、創新的航線佈局以及卓越的服務質量，星宇航空展示了如何在變化迅速且競爭激烈的環境中保持競爭力。本研究不僅為航空業的新進者提供了實務上的建議，也在理論上豐富了商業模式創新如何影響企業競爭優勢的討論。

This study aims to explore how new entrants can sustain their competitive advantage through business model innovation, with a particular focus on Taiwan's newly established airline, STARLUX Airlines. Through a comprehensive review of the literature and empirical research, this study examines the core elements of business model innovation, including market positioning, product and service innovation, route planning, fleet management, and strategic partnerships. The findings reveal that STARLUX Airlines, operating in a highly competitive aviation market, has successfully entered the market and rapidly established a significant market presence through differentiated high-end market positioning and innovative service models. By leveraging precise market positioning, innovative route planning, and exceptional service quality, STARLUX Airlines demonstrates how to maintain competitiveness in a rapidly changing and intensely competitive environment. This study not only provides practical recommendations for new entrants in the aviation industry but also enriches the theoretical discussion on how business model innovation impacts a company's competitive advantage.

中文文獻
陳李綢. (2005). 個案研究-理論與實務. 台北: 心理出版社.
張有恆. (2013). 現代運輸學. 華泰文化事業股份有限公司. https://books.google.com.tw/books?id=gqfunwEACAAJ
張有恆. (2018). 航空運輸學. 華泰文化事業股份有限公司.
曾韻慈. (2010). 航空客運業策略聯盟績效分析-以亞洲地區為例. 交通大學經營管理研究所學位論文, 2010, 1-67.
葉乃靜. (2012). 質性研究. 圖書館學與資訊科學大辭典. 取自: http://terms. naer. edu. tw/detail/1678706.
蕭瑞麟. (2020). 不用數字的研究: 質性研究的思辯脈絡. 五南圖書出版股份有限公司.
蕭國濬. (2007). 低成本航空公司於區域內航空市場範圍之研究 https://hdl.handle.net/11296/6akv33

英文文獻
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of marketing, 54(1), 27-41.
Aaker, M. D. (1990). Brand extensions: The good, the bad, and the ugly. MIT Sloan management review.
Afuah, A., & Tucci, C. L. (2001). Internet business models and strategies: Text and cases. McGraw-Hill New York.
Amit, R., & Zott, C. (2001). Value creation in e‐business. Strategic management journal, 22(6‐7), 493-520.
Amit, R., & Zott, C. (2012). Creating value through business model innovation. MIT Sloan management review.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Bashir, M., & Verma, R. (2017). Why business model innovation is the new competitive advantage. IUP Journal of Business Strategy, 14(1), 7.
Baškarada, S., & Koronios, A. (2014). A critical success factor framework for information quality management. Information Systems Management, 31(4), 276-295.
Bellman, R., Clark, C. E., Malcolm, D. G., Craft, C. J., & Ricciardi, F. M. (1957). On the construction of a multi-stage, multi-person business game. Operations Research, 5(4), 469-503. https://doi.org/10.1287/opre.5.4.469
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: a practical technique for service innovation. California management review, 50(3), 66-94.
Chandler Jr, A. D. (1969). Strategy and structure: Chapters in the history of the American industrial enterprise (Vol. 120). MIT press.
Chesbrough, H., & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: evidence from Xerox Corporation's technology spin‐off companies. Industrial and corporate change, 11(3), 529-555.
Chesbrough, H. (2010). Business model innovation: opportunities and barriers. Long range planning, 43(2-3), 354-363.
Chouikha, L., & Gobe, E. (2009). La Tunisie entre la «révolte du bassin minier de Gafsa» et l’échéance électorale de 2009. L’année du Maghreb(V), 387-420.
Christensen, C. M. (2013). The innovator's dilemma: when new technologies cause great firms to fail. Harvard Business Review Press.
Cook, G. N., & Billig, B. G. (2023). Airline operations and management: a management textbook. Routledge.
Cortimiglia, M. N., Ghezzi, A., & Frank, A. G. (2016). Business model innovation and strategy making nexus: evidence from a cross‐industry mixed‐methods study. R&d Management, 46(3), 414-432.
Creswell, J. W., Clark, V. L. P., Gutmann, M. L., & Hanson, W. E. (2003). Advanced mixed. Handbook of mixed methods in social & behavioral research, 209.
DaSilva, C. M., & Trkman, P. (2014). Business model: What it is and what it is not. Long range planning, 47(6), 379-389.
Dooley, L. M. (2002). Case study research and theory building. Advances in developing human resources, 4(3), 335-354.
Dyer Jr, W. G., & Wilkins, A. L. (1991). Better stories, not better constructs, to generate better theory: A rejoinder to Eisenhardt. Academy of management review, 16(3), 613-619.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
Golden-Biddle, K., & Locke, K. (1993). Appealing work: An investigation of how ethnographic texts convince. Organization science, 4(4), 595-616.
Hamel, G., & Prahalad, C. K. (1990). The core competence of the corporation. Harvard business review, 68(3), 79-91.
Hamel, G., & Prahalad, C. K. (1996). Competing for the Future. Harvard Business Press.
Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (1997). The service profit chain. New York.
Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 50-59.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Kim, W. C., & Mauborgne, R. A. (2014). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press.
Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
Linder, J. C., & Cantrell, S. (2001). Five business‐model myths that hold companies back. Strategy & Leadership, 29(6), 13-18.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Markides, C. (2006). Disruptive innovation: In need of better theory. Journal of product innovation management, 23(1), 19-25.
Mintzberg, H. (1994). The rise and fall of strategic planning. Simon and Schuster.
Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models: Origins, present, and future of the concept. Communications of the association for Information Systems, 16(1), 1.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers (Vol. 1). John Wiley & Sons.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value proposition design: How to create products and services customers want. John Wiley & Sons.
Peteraf, M. A. (1993). The cornerstones of competitive advantage: a resource‐based view. Strategic management journal, 14(3), 179-191.
Pine, B. J., & Gilmore, J. H. (2013). The experience economy: past, present and future. In Handbook on the experience economy (pp. 21-44). Edward Elgar Publishing.
Porter, M. E., & Strategy, C. (1980). Techniques for analyzing industries and competitors. Competitive Strategy. New York: Free.
Porter, M. E. (1997). Competitive strategy. Measuring business excellence, 1(2), 12-17. https://doi.org/10.1108/eb025476 (MCB UP Ltd)
Prahalad, C. K., & Hamel, G. (2009). The core competence of the corporation. In Knowledge and strategy (pp. 41-59). Routledge.
Regnér, P. (2003). Strategy creation in the periphery: Inductive versus deductive strategy making. Journal of management studies, 40(1), 57-82.
Remenyi, D. (2012). Field Methods for Academic Research: Interviews.
Rumelt, R. P. (2012). Good strategy/bad strategy: The difference and why it matters. Strategic direction, 28(8).
Teece, D. J. (2010). Business models, business strategy and innovation. Long range planning, 43(2-3), 172-194.
Voelpel, S., Leibold, M., Tekie, E., & Von Krogh, G. (2005). Escaping the red queen effect in competitive strategy:: Sense-testing business models. European Management Journal, 23(1), 37-49.
Wensveen, J. (2023). Air Transportation: A Global Management Perspective. Routledge.
Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.
Yin, R. K. (1994). Discovering the Future of the Case Study. Method in Evaluation Research. Evaluation practice, 15(3), 283-290.
Yin, R. K. (2018). Case study research and applications (Vol. 6). Sage Thousand Oaks, CA.
Zott, C., Amit, R., & Massa, L. (2010). The business model: Theoretical roots, recent developments, and future research. IESE Research Papers, 3(4), 1-43.
Zott, C., Amit, R., & Massa, L. (2011). The business model: recent developments and future research. Journal of management, 37(4), 1019-1042. https://doi.org/10.1177/0149206311406265