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Title: | 台灣旅遊電商價值主張與價值適配之研究—以Klook公司為例 A Study of Value Proposition and Value Fit in Online Travel Agent of Taiwan—Case Study of Klook Inc. |
Authors: | Shu-Chieh Sung 宋淑潔 |
Advisor: | 陳家麟(Chialin Chen) |
Keyword: | Klook,旅遊電商,自由行,價值主張,價值適配,價值地圖,顧客素描, Klook,online travel agent,independent tour,value proposition,value fit,value map,customer profile, |
Publication Year : | 2020 |
Degree: | 碩士 |
Abstract: | 今年受限於肺炎疫情的影響,台灣人民國內外旅行數量大幅降低,但反觀過去的統計數據,除了國內旅遊之外,隨著低成本航空興起,及懂得享受的風氣,台灣人民出境人次呈現持續成長。且近年來,隨著科技的興起,消費者對於旅遊規劃的線上搜尋行為已越來越複雜,線上比價平台、論壇、航空公司、飯店與景點的官網都是熱門資訊來源,愈來愈多人傾向自由行,而專為自由行打造的碎片化旅遊行程整合APP-Klook 在台灣市場也持續成長中。旅遊產業中除了有應用新興科技的Klook外,也有持續轉型的傳統旅行社。目前旅遊產業低迷,但也正是一個企業檢視自己價值主張是否符合顧客需求,並持續做出調整的好時機。待疫情趨緩後,能夠真正解決顧客痛點以及為顧客創造獲益的企業才能脫穎能出。
本研究以獲得高額投資、成長快速,並將台灣列為主要發展市場的Klook為研究對象。以2014年由Alex Osterwalder出版之《價值主張年代》作為分析工具,以次級資料搜集法完成Klook價值地圖、以半結構深度訪談完成Klook用戶和非Klook用戶(傳統旅行社用戶)的顧客素描,並進行價值適配之交叉分析,探討Klook之價值地圖與顧客之顧客素描是否成功適配,並提出具體研究建議。 研究發現顧客痛點和顧客獲益面向,Klook用戶和非Klook用戶皆有未被滿足之處,如Klook用戶非常重視的即時客服回應與當地旅行社品質不一等痛點未被解決,而期望可以再更加個人化、客製化的獲益未被滿足;非Klook用戶期望可以有挑選團友的獲益則未被滿足。 因此,本研究建議Klook導入自動化客服聊天機器人、建立供應商評估制度 以及強化社群連結等作法,解決Klook用戶重視之痛點。同時,建置個人化推薦 清單、人工智慧客製行程以及媒合團員機制等,為顧客創造獲益。如此一來,Klook可以鞏固現有用戶以及吸引目前使用傳統旅行社的潛在用戶,進而嘗試使用Klook,成為新顧客,使Klook持續獲得成長動能。 Due to the impact of Covid-19 this year, the number of people traveling in Taiwan or abroad has decreased substantially. However, the past statistics showed that not only the domestic tourism have prevailed the number of people going out of Taiwan but also has continued to grow due to the atmosphere of enjoyment. In recent years, with the rise of technology, consumers’ online search behavior for travel planning has become more and more complicated. The official websites of online price comparison platforms, forums, airlines, restaurants, and attractions are all popular information sources, and more and more people in favor of independent tour. Klook, a fragmented travel itinerary integrated app exclusively for independent tour, continues to grow in the Taiwan market. In addition to Klook, which uses emerging technologies in the tourism industry, there are also traditional travel agencies that continue to transform. Though the tourism industry is currently in a downturn, it is also a good time for a company to check whether its value proposition meets customer needs and continue to make adjustments. After the Covid-19 slows down, companies that can truly solve customer pain points and create benefits for customers can stand out. In this research, Klook, that has obtained high investment and rapid growth, and also view Taiwan as the target market is the analysis object. And in 2014, ' Value Proposition Design', published by Alex Osterwalder, is use to complete the value map of Klook and customer profile of Klook users and non-Klook users (traditional travel agency users). Then, three maps will be compared with each other to see whether the value successfully fit between value map and customer profile, and put forward specific research suggestions. The study found that both Klook users and non-Klook users have some unsatisfied pain points and gains. For example, the immediate customer service response and the quality of local travel agencies that Klook users attach great importance haven’t been solved; more personalized and customized benefits are not satisfied; non-Klook users’ expectation to select group friends haven’t been satisfied yet. Therefore, this study suggests that Klook introduces automated customer service chat robots(Chatbot), establishes a supplier evaluation system, and strengthens community links to solve the pain points that Klook users attach importance to. At the same time, the establishment of personalized recommendation lists, AI customized itineraries and matchmaking team members, etc., create benefits for customers. In this way, Klook can consolidate existing users and attract potential users currently using traditional travel agencies, to use Klook to become a new customer, so that Klook can continue to gain momentum for growth. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74404 |
DOI: | 10.6342/NTU202100112 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 商學研究所 |
Files in This Item:
File | Size | Format | |
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U0001-2101202114583900.pdf Restricted Access | 10.42 MB | Adobe PDF |
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