國內線航空公司面對台灣高鐵的通車競爭，如專家預期評估：西部航線營運狀況每況愈下，甚至較短程距離之航線已被高鐵取代，而距離較長的北－高、北－南航線則紛紛以減班、推出降價優惠及聯營措施面對迎面而來的挑戰。但是降低票價促銷對旅客回流之效益有限，反造成航空公司更高成本支出。現今的油價高漲，一般市井小民都已覺得油價是一種生活負擔，更何況是航空公司，每趟飛行所需的油料成本佔營運成本的最多數，而使用之飛機機型越大，其油耗成本也越大，如大型噴射機之成本約爲中型螺綻槳機型之二倍。在成本居高不下，而旅客回流之效益有限及無法開闢新的國際航點下，航空公司應有效採取其他策略方能改變現行國內航空公司之困境並創造盈餘之機會。而採用中小型飛機降低營運成本，如復興航空採用ATR中型飛機、經營其餘航點如澎湖離島觀光及金門小三通等，最重要的若政府能將小三通擴大至其他機場及放寬搭乘旅客身份之限定、另外票價補貼政策、航空業紓困措施、制定整體運輸觀光政策及兩岸直航才是航空永續經營之策。

This paper examines the reaction of domestic aviation to strong competition from the high-speed railway. An evaluation of opinion of experts will exert influence upon the revenue and marketing of the domestic aviation industry. The new challenge confronting domestic aviation will be responded to with code-sharing flights and special discount fares. Promotion and special discounts negatively stimulate revenue, also affected by increases in fuel prices and other costs. For example, fuel costs have increased due to jumbo aircrafts needing more fuel. And, this happening without planes carrying even 50 percent capacity of passengers on an average flight. The high costs are assisting the high-speed railway to gain market share. So, the following marketing strategies are suggested. 1. A new strategy would he to use smaller aircraft to operate at a lower average cost. 2. Arrangement of new packages to promote airline passengers are needed. 3. The CAA should offer assistance to domestic aviation.