探索休閒生活新思維，搭建旅遊產業新平臺 ——以雄獅旅遊大陸發展戰略為例

Abstract

大陸旅遊產業正處於朝陽階段，各種旅遊市場需求日趨旺盛，臺灣旅遊產業運營的經驗豐富，兩者相遇，將會創造華人旅遊怎樣的新價值？而網路及通信科技的高度發展與應用，新媒體與社群工具的興起，又將如何成為旅遊產業發展新趨勢。由旅遊產業走向生活產業的雄獅集團，面對開拓大陸旅遊市場，以及上述的環境條件急速變革下,更是當前集團發展的重要研究的新課題。 雄獅旅遊集團的發展，由建構華人旅遊產業供應鏈垂直整合的營運模式，並開創旅遊ERP系統建立資訊化經營管理平臺，從傳統旅行社轉型為O2O線上與線下旅行社，接著更進一步展開集團化經營，以旅遊為核心，發展跨業的整合行銷及新媒體運營的水準雙向延伸，往活潑多姿更寬廣及多元加值的休閒生活產業挺進。 在傳統旅遊產業面臨新轉型需求，各種電商興起正改變旅遊產業價值鏈，新媒體經營新社群，尋找新商業模式，以及消費者旅遊體驗的深化與休閒生活品味的提升，更是可以將旅遊產業和休閒生活產業發展，整合為新產業價值與商業運營新模式。所以探討旅遊營運模式新思維，以及如何搭建旅遊產業新平臺，將是雄獅旅遊集團在大陸發展重要的戰略研究。 所構建的休閒生活平臺將以下三階段為推動目標。 1.創新旅遊產業價值鏈 2.B2B協同運營導入新商機 3.新媒體與ICT優化系統運用，建立產業平臺生態系統。

There is a booming impetus in Mainland tourist industry with increasingly vigorous demands in various tourist markets. What new values will be recreated when it comes across Taiwan tourist industry of rich experiences in running the business? How will highly-developed and widespread network and communication technology altogether with burgeoning community tools ride a new tide in tourist development? Shifting its featured industry from tourism to life-supporting products faced with tapping Mainland tourist market under the abovementioned background upheavals, Lion Group now concentrates on the new issue for current growth. Lion Travel Group is developed by establishing the operation mode of vertical integration for ethic Chinese tourist supply chain, funding in tourist RP system for informationalized management and operation platform and transforming from a traditional travel agency to a 020 online and offline available one. It then continues to further implement group operation centering on tourism in bilateral extension of integrated marketing and new media operation. It tends to march towards leisure living industry featuring colorful vigor and broader multiple values. Traditional tourism is now confronted with new transformation demands. All emerging electronic commercial modes changing tourist industry chains, new media operating on new community tools and business modes, deepening consumer tourist experiences and elevation in leisure taste is more competent to integrate tourist and leisure life industries into new combinatory industrial values and business operation modes. Therefore, pondering over new ideology on tourist operation and methodology on the establishment of tourist industrial platform turn out to a significant strategic investigation in the Mainland. Leisure life platform is to be built stimulated by the following three targets. 1. Creation of tourist industrial value chain 2. Introduction of new commercial opportunities by B2B synergetic operation. 3. Application of new media and optimized ICT system to establish industrial platform ecosystem, tourism, new media, leisure life industry, ecosystem and enterprise resource planning system.