我國於民國77年放鬆進入航空業的管制，在國內線造成群雄爭戰的局面；在國際線，長榮集團挾其龐大的財力，所屬長榮航空於民國80年7月1日進入航空業，在短短數年間發展至與華航併立抗衡。 解除管制措施對我國國際民航空運事業有何影響？航空公司產生甚麼樣的競爭局面？航空公司相互間競爭如何採取班機座位策略？機位最多化與報價值間的關係如何？對旅客有無損益？本研究嘗試將對局理論應用於公共政策由下而上的執行評估，來解答這些問題。 本研究運用科納特（Cournot）模型，結果發現，航空公司採用「背離」策略並非最佳抉擇，航空公司機位策略的變移，和「機隊能量指標」及「航線優勢指揮」的達成有關。 / China Airlines, the flag carrier of Republic of China before 1995, may have to evaluate its belief that "We treasure each encounter," when it encouners EVA Air, which roared into the sky to become its major competitor after the deregulation of commercial aviation industry had been put into practice in 1988. What are their strategies to share this island market? What is the relation between maximized seats and payoff? How the benefits of passengers are affected by their discretion? Aiming at these questions, this research applies game theory to the seats they provide to carry out the bottom-up implementatin evaluation of deregulation. The Cournot model enables this study to discover "defection" is not the best choice for both of them. Frequently, only can of "capacity" and "superiority."

The researcher conducted a case study analysis of China Airlines' crisis management during its 1998 crash in Taiwan, the worst in the airport's history.The researcher looked for evidence of Gonzalez-Herrero and Pratt's crisis theory in China Airlines' crisis management by identifying the following parts of the theory: issue management, planning prevention, the crisis, and the post-crisis.The researcher sought to suggest the use of Gonzalez-Herrero and Pratt's crisis theory in the formative research of China Airlines crisis management and to help public relations planners in the airline industry understand how crisis management incorporating Gonzalez-Herrero and Pratt's crisis theory could be presented and disseminated.Procedures began with collection of facts and interviews with the key public relations personnel of China Airlines. Next, the researcher applied Gonzalez-Herrero and Pratt's crisis theory to the China Airlines case for analysis. In addition, by viewing the other two airlines crash cases, this study provided a comparison of their crisis management strategies.The researcher followed Miles and Huberman's (1994) guidelines for addressing reliability and validity.Recommendations for improving China air's crisis management would be to use issue management, planning prevention, the crisis, and the post-crisis, the four steps of Gonzalez-Herrero and Pratt's crisis theory, for managing crises. The researcher also recommends periodical internal drills for different crises, and establishment of organizational legitimacy and authority.Limitations of the study included the legitimacy of qualitative research, that the study included the legitimacy of qualitative research, thus the study may not be considered a case study in the strictest sense, and that crisis management did not intentionally incorporate the process of Gonzalez-Herrero and Pratt's crisis theory in China Airlines' crisis management because of the company's culture issue.Further research on the China Airlines' crisis management should be conducted to evaluate its effectiveness and the culture issue. / Department of Journalism

Economic and trade exchanges have become more and more frequent between China and Taiwan in recent years. After decades of confrontation, it is finally evident that a tighter ice-breaking relationship exists now between the two governments reinforced by an inseparable historical relationship between the two peoples. Accordingly, both governments have established responsible organizations - the Mainland Affairs Council and the Association for Relations Across the Taiwan Straits ¡V to coordinate and solve the demands of the people. As a result of positive changes in policy, one of the main expected benefits amongst more commercial opportunities are the cross-strait direct flights. In recent years, difficult times have hit Taiwan's airline industry coming initially from a highly competitive domestic airline environment, followed by the establishment of the High-Speed Rail system and further dragged down from the Financial Crisis. The result was a reduction in market share and revenues far below the levels in its boom years forcing players to reduce the number of flights and routes to various parts within Taiwan and shutdown of one of the major domestic airlines. However, after the announcement and release of the new cross-strait direct-flight policy, Taiwan's airline industry is expected to recover from this depression and come to life. Nevertheless, the most significant issue is how the Taiwanese airlines will implement their marketing strategies to establish a strong position for themselves within the Taiwan market. Therefore, this study aims Therefore, this study aims to use a case study approach to analyze cross-strait direct-flight strategies, and it is hoped that this research can be used as a reference for airlines to establish their strategic planning and an appropriate business model for the future. The process and abstract of this research are as follows: 1) Gain a clear understanding of direct-flight policy and analyze the current status of the airlines industry 2) Analyze market potential and business opportunities for the airline industry arising from the direct-flight policy 3) Evaluate prevailing growth strategies for the airline industry moving forward 4) Case Study of China Airlines: Operating Performance and Industry Environmental Analysis 5) Study and provide recommendations on cross-strait direct-flight strategies for China Airlines