旅遊產業廠商之經營與發展策略分析- 以雄獅旅遊為例

Abstract

近年來因為科技的興起，許多產業也面臨著轉型的困境，加上新創團隊如雨後春筍般冒出，使得原本待在產業裡的領導著腹背受敵。本研究主要分析目前各國逐漸注重的觀光產業，在大家分別提升服務品質吸引全球顧客的造訪時，台灣政府與旅遊業者做了哪些準備因應世界的趨勢。 傳統旅行社在產業中主要扮演仲介者的角色，但這個角色即將被去中間化所取代，面對平台模式的興起、資訊透明度的增加與消費者對於旅遊型態的心態轉變下，傳統旅行業者的經營模式勢必受到嚴重的挑戰，須從現有的事業體去做在創新來應對。因此，本研究當中將以台灣旅遊產業的龍頭雄獅旅遊集團為研究分析對象，藉由產業核心能力、五力分析以及BCG矩陣等管理模型，找出該公司的競爭優勢，也給予未來的發展建議。 研究結果顯示雄獅藉由成功的轉型，從成本領導策略到現今多角化事業，不再以削價競爭的方式，反而藉由科技達到精確行銷、客製化的旅遊行程瞄準不同需求的消費者，讓其營收遠遠超越其他台灣同業。儘管如此，雄獅在台灣的市佔率卻不到兩成，這塊旅遊市場大餅仍有極大的開發空間，建議雄獅未來的策略能瞄準國內旅遊市場，不只透過改良商品種類，也能利用教育消費者的方式，促使他們多多使用旅行社有別於傳統產品，提供客製化、體驗式的行程設計。

In recent years, due to the rise of science and technology, many industries are also facing the dilemma of transformation, and many start-ups have sprung up, making the leaders who were originally in the industry suffer from the enemy. This study mainly analyzes the tourism industry that countries are gradually paying attention to. What kind of preparations the Taiwan government and the tourism industry have made in response to the world's trends when everyone enhances service quality and attracts customers from all over the world. Traditional travel agencies mainly play the role of intermediary in the industry, but this role will soon be replaced by de-intermediation. In the face of the rise of the platform business model, the increase of information transparency and the change of consumers' attitude towards tourism, the traditional travel industry is bound to be seriously challenged, and it is necessary to respond to innovation from the existing business. Therefore, in this study, the leading Lions Tourism Group of Taiwan's tourism industry will be the research object. Through the management model of industrial core competence, five-force analysis and BCG matrix, the company will find out its competitive advantages and also give them future suggestions.