旅遊業行銷策略個案研究-以雄獅TRS為例

Abstract

本論文為以雄獅旅行社之資訊化發展為個案，研究資訊系統在網際網路環境下，對旅行社在行銷策略之影響，研究方法為： 1.分析雄獅旅行社資訊系統之運作模式，探討其與營運體系之關係。 2.分析網路對資訊系統之影響，探討其對組織、流程、與行銷之影 響。 3.蒐集資訊化所產生之效益，探討其對產業所產生的實質效果。 4.分析雄獅之資訊系統營運模式,探討其對旅遊產業所造成之影響。 研究所得之結論如下： 1.決策者對資訊系統的認知，對資訊環境變化的掌握，對資訊應用推 廣的決心與堅持，為資訊化成功的重要關鍵。 2.雄獅以資訊平台為核心的經營方式，己發展成為核心競爭力。 3.結合網際網路之趨勢，可發展出新的行銷模式及新的營運組織。 4.與經銷商之間，已發展成為以資訊平台為核心的共同營運體系。 5.與顧客之間，可發展為以顧戶為導向的服務體系，以滿足客戶需 求。 6.帶動產業資訊化推廣，形成以資訊平台為營運核心的新競爭趨勢。 7.雄獅之資訊營運平台，尚需整合供應商系統及消費端系統。 8.本研究之營運模式，非常符合華人團體旅遊趨勢，而台灣經驗，更 是領先華人旅遊同業，應朝向華人的整合行銷經營平台發展。

The thesis is to study the influence of internet-based information technology on the marketing strategies of Liontravel, based on the development of the company's information system by the following approaches: 1.Analyzing the relationship between operations of the organization and its information systems. 2.Analyzing the impact of networking on organizational behaviour, business activities, and marketing management. 3.Evaluating the performance and actual benefits following the implementation of information systems in the travel industry. 4.Analyzing Liontravel's various business models enhanced by the new information system thereafter and their consequent impact to Taiwan's travel industry. Conclusions of the study: 1. The decision makers' awareness of emerging information technology and changing environment, and their commitment with great support to the adaptation of technology, are critically contributed to the success of implementing information system within an organization. 2. Liontravel has developed its core competence by successfully adapting to the state-of-the-art information system and highly integrated it with improved business process. 3. Utilizing particular features of the Internet may lead to development of new, effective business applications and advanced organization structure. 4. Sharing an information system as a platform between the wholesaler and its sub-agencies may establish a solid, mutual beneficiary collaboration. 5. Rebuilding a customer-oriented service system to satisfy their needs and wants is important to an organization. 6. The great success in implementing information system of Lion Travel has led to a revolution in Taiwan's travel industry to build internet-based information platform as their competitive edge. 7. Liontravel's information system can still be improved by integrating vertically with the suppliers and customers. 8. Liontravel's successful business applications discussed in this study fit the ongoing trends of Chinese package tour market. Indeed, Lion Travel has become a market leader in the Chinese tourism industry because of its admired experience and intensive knowledge of implementing information system within the organization as well as the supply chain.