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標題: | 大腕旅遊公司的發展戰略研究 Research on the Corporate Development Strategy of Da-Wan Tourism Company |
作者: | Hsing-Kuang Ke 葛興光 |
指導教授: | 李賢源 |
關鍵字: | 大腕旅遊,發展戰略,平臺化轉型, Da-Wan Tourism,Development Stratrgy,Platform Transformation, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 2008年,中國臺灣旅遊業的發展遭遇了一次重大的改變:「開放陸客旅遊團來台」。 其帶來的經濟效益與文化交流的成果已有多方研究與評論,但既存的討論內容,不脫大方向跟整體產業的範疇。 本篇論文以自身參與旅遊產業的經歷,闡述政策變化帶來的影響,陸客來台旅遊模式轉變下,筆者公司大腕公司之發展戰略選擇。
本研究的研究目的起因在於,陸客來台旅遊,絕大多數的評論內容皆以旅行團來台的客群為主軸展開,比如旅館、遊覽巴士、景點、餐飲跟免稅店等議題。 這造成社會大眾對此種產業的認識與看法,僅環繞在這些項;再者,有一些文獻的考慮觀點也把旅客,作為一個高同構型的客群在參加套裝行程,鮮少討論到旅遊產業因應新客群而作的轉變。 從開放到現在,客群的組成、陸客購物消費習慣、整體行程的規劃,以及中國臺灣旅遊業軟硬件的長相,都有了顯著的差異。 若缺少對前述的轉變之討論,對產業面的理解是有不足的,故本論文以從業人士的經驗來說明其商機對商業模式帶來的變革。 為因應整體市場,尤其是陸客旅遊團體,其競爭環境的潮流持續走向低價競爭跟紅海化;因此,要讓這個產業發現新藍海,對陸客的服務勢必要從不同客群來做新的開發與思考。 開發藍海市場的做法,必須有延續發展機會與不可複製的特性,為達到前述目的,學生于設計新型的旅遊服務商業模式的當下,就把客群設定為自由行陸客。 爾後于服務客戶的進程中,逐漸發展出特有的商業模式,提升客戶滿意程度與自身品牌鑒別度。 綜合前面所述,本論文將以個別不同的面相來說明對這些新客群的服務,對客戶滿意度的提升,同時綜合品牌效益跟創新的作為。 研究結果顯示,從作者經營的公司經驗中,其旅遊經營模式的創新,從陸客旅遊團發展出的免費一日遊服務模式,後者的獲利率與市占率的表現是高於前者。 而其中的企業轉換過程跟創新模式的要素,本研究希望透過對此的探討,給後續企業於經營模式轉型時作為衣食借鏡跟參考。 Since 2008, the tourism industry in Taiwan encountered a major change, government policy allowed tourist from china to visit Taiwan. There has been many researches and discussion on its cultural or economic influence. However, many of them are focus on the macroeconomic and social impact. This article is based on student’s experience in tourism industry. It would be focused on the impact of policy change and business model for Chinese tourists. Most of the comments on the 2008 policy are focused on package tour, involving components like hotels, buses, food and souvenir stores. Therefore, the public has limited understanding on the industry and consider the tourists as only package tour takers. Many commentators rarely discuss the adjustments in this industry for accommodating the policy. Since 2008, tourist preference, age groups, tour packages and relating hardware have changed a lot. As an industry participant, there are more aspects to be presented. Therefore, this article would present the innovation in business model. To deal with the market, especially for Chinese tourists, the environment has been becoming more competitive and the profit has been shrinking. We must target a new customer group. And its business model needs to have advantages over other competitors. In order to achieve that goal, the new business model was created to target Chinese backpackers. Gradually the service increase customers’ satisfaction and build up its brand. Combining those aspects, this article would present the new business model and the innovation of it. The results indicate that the innovated business model performs better than package tour business model in profit rate and market share. The research would like to present the transition experience and innovation elements. It is our hope this research can be helpful for companies facing similar situation. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15208 |
DOI: | 10.6342/NTU202000849 |
全文授權: | 未授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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