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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 陳家麟(Chialin Chen) | |
dc.contributor.author | Shu-Chieh Sung | en |
dc.contributor.author | 宋淑潔 | zh_TW |
dc.date.accessioned | 2021-06-17T08:33:58Z | - |
dc.date.available | 2021-02-22 | |
dc.date.copyright | 2021-02-22 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2021-01-24 | |
dc.identifier.citation | 一、中文文獻 1. 吳聲,2017。《場景革命, Contextual Revolution》。 2. Alexander Osterwalder,2010。《獲利世代, Business Model Generation》。 3. 蔡政安(Cheng-An Tsai),蔡家鳳(Cha-Fon Tsai),2013。商業模式初探:餐 飲服務業之個案研究。 4. 交通部觀光局統計資料,2019。2015 年-2019 年出境人次統計。 5. 柯承恩,2008。商業模式與文化產業發展在台灣,經濟前瞻,第一百一十八卷, 104-112。 6. 王文科,1986。教育研究法。台北:五南圖書出版股份有限公司。 7. 萬文隆,2004。深度訪談在質性研究中的應用。生活科技教育月刊。 8. 胡幼慧,1996。質性研究。台北:巨流。 9. 董旭英、黃儀娟譯,2000。次級資料研究法(Stewart, D. W., Kamins, M. A.著)。 臺灣:弘智。(原作 1999 年出版) 二、英文文獻 1. Magdalena Kowalska(2016). Influence if the Context Marketing on the Effectiveness of the Content Marketing, 128-132. 2. Alex Rampell(2010).Why Online2Offline Commerce Is A Trillion Dollar Opportunity 3. Doganova, L. and Eyquem-Renault, M., 2009, “What do Business Models do? Innovation Devices in Technology Entrepreneurship”, Research Policy, Vol.38(10), 1559-1570. 4. Demil, B. and Lecocq, X., 2010, “Business Model Evolution: in Search of Dynamic Consistency”, Long Range Planning, Vol.43(2-3), 227-46. 5. George, G. and Bock, A. J., 2011, “The Business Model in Practice and its Implications for Entrepreneurship Research”, Entrepreneurship Theory and Practice, Vol.35(1), 83- 111 6. Wirtz, B., Schilke, O. and Ullrich, S., 2010, ”Strategic Development of Business Models: Implications of the Web 2.0 for Creating Value on the Internet”, Long Range Planning, Vol.43(2-3), 272-290. 7. Teece, D.J., 2010, “Business Model, Business Strategy and Innovation”, Long Range Planning, Vol.43(2-3), 172-194. 8. Rintamäki, T., Kuusela, H., Mitronen, L. (2007). Identifying competitive customer value propositions in retailing. Managing Service Quality: An International Journal, 17 (6), 621-634. 9. Wirtz, B., Schilke, O. and Ullrich, S., 2010, ”Strategic Development of Business Models: Implications of the Web 2.0 for Creating Value on the Internet”, Long Range Planning, Vol.43(2-3), 272-290. 10. Johnson, M. W., Christensen, C. M., Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 57-68. 11. Yin, R. K., 1994, Case Study Research: Design and Method, 2nd Edn. London: Sage Publication. 12. Flick, U. ,2008, Designing qualitative research. Sage. 13. David W. Stewart, Michael A. Kamins, 2000. Secondary Research. 三、網路參考資料 1. 哈佛商業評論,商業模式再創新http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0001- 0402202011565100 2. Inside 硬塞,Alex Osterwalder:商業模式與價值主張就像冰箱裡的優格 https://www.inside.com.tw/article/8001-alex-osterwalder 3. Meduim,場景化消費時代的用戶體驗 https://medium.com/trinalysis/%E5%A0%B4%E6%99%AF%E5%8C%96%E6%B6%8 8%E8%B2%BB%E6%99%82%E4%BB%A3%E7%9A%84%E7%94%A8%E6%88%B 6%E9%AB%94%E9%A9%97-3edc1802f51b 4. 數位時代,虛實整合再進化,迎接 O2O 大商務時代 https://www.bnext.com.tw/article/28557/BN-ARTICLE-28557 5. 數位時代,領悟三大要素,搶佔超零售時代的先機!https://blog.hamibook.com.tw/%E5%B0%81%E9%9D%A2%E6%95%85%E4%BA%8 B/%E5%BF%AB%E8%AE%80_%E6%95%B8%E4%BD%8D%E6%99%82%E4%BB %A3300%E6%9C%9F%EF%BC%88text-p54- 61_%E8%B6%85%E9%9B%B6%E5%94%AE%E6%99%82%E4%BB%A3/?p=57020 6. What’s the deal with this whole context marketing thing?https://blog.hubspot.com/blog/tabid/6307/bid/33894/What-s-the-Deal-With-This- Whole-Context-Marketing-Thing.aspx 7. 數位時代,KLOOK 獲軟銀願景基金 67.5 億元 D+輪投資,歷年總募資突破 150 億台幣https://www.bnext.com.tw/article/52870/klook-d-plus-round-by-softbank 8. 數位時代,全國首創!KLOOK 與台南市攜手輔導商家數位轉型!6 月前上架百 種在地旅遊商品https://www.bnext.com.tw/article/56792/klook-and-tainan-city 9. 【台灣自由行就靠它】香港新創 Klook 客路,融資 5 億台幣再投入台灣市場 https://buzzorange.com/techorange/2017/10/26/klook-got-18-billions/ 10. 2019 全球最佳旅遊城市報告(Mastercard Global Destination Cities Index: Origins) https://newsroom.mastercard.com/wp-content/uploads/2019/09/GDCI-Global-Report- FINAL-1.pdf 11. Visa 旅遊調查:4 成 5 台灣民眾海外遊偏好自助旅行 首度超越跟團旅遊 https://www.visa.com.tw/about-visa/newsroom/press-releases/nr-tw-170920.html 12. Think Travel with Google: 台灣旅遊產業數位趨勢與洞察 https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumer/think-travel- google_2019/ 13. 強化體驗旅遊,Klook 預告《冰與火之歌》行程即將上線 https://meet.bnext.com.tw/articles/view/44629 14. 消費者的耐心愈來愈少,旅遊公司如何吸引顧客下載 App,一年超過 500 萬筆訂單!https://www.managertoday.com.tw/articles/view/54343 15. 什麼是 Chatbot 聊天機器人? 它能幫你導入客流量,是行銷自動化的必備工具 https://blog.gogopartners.com/%E4%BA%86%E8%A7%A3%E4%BB%80%E9%BA% BC%E6%98%AF-chatbot- %E8%81%8A%E5%A4%A9%E6%A9%9F%E5%99%A8%E4%BA%BA 16. 為何 Spotify 推薦的歌曲總能符合你的喜好?讓它超越競爭對手的秘密... https://www.businessweekly.com.tw/business/blog/3001912 17. Legendshop 旅遊電子商務平台解決方案 https://kknews.cc/zh-tw/travel/2y5mxpe.html 18. 科技智能加身 再造旅遊業服務新價值https://www.digitimes.com.tw/iot/package_show.asp?cat=158 id=0000544340_d932n mop5ephckl88dvfh packageid=13079 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74404 | - |
dc.description.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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T08:33:58Z (GMT). No. of bitstreams: 1 U0001-2101202114583900.pdf: 10666921 bytes, checksum: a64837959c62fe87780f79a74c5b036c (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 致謝 i 摘要 ii ABSTRACT iii 目錄 v 圖目錄 viii 表目錄 ix 第一章 緒論 1 1.1 研究背景與動機 1 1.1.1 國內外旅遊需求持續上升 1 1.1.2 科技應用創新模式 3 1.2 研究目的 4 1.3 重要名詞釋義 7 1.3.1 旅遊電商 7 1.3.2 價值主張 7 1.3.3 價值地圖(Value Map) 7 1.3.4 顧客素描(Customer Profile) 8 1.3.5 價值適配(Value Fit) 8 第二章 文獻探討 9 2.1 價值主張 9 2.2 商業模式 13 2.2.1 九要素模型 13 2.3 場景行銷 15 第三章 研究架構與方法 18 3.1 研究架構與流程 18 3.2 研究方法 19 3.2.1 個案研究法 19 3.2.2 半結構式訪談法 21 3.2.3 次級資料分析法 22 第四章 個案公司分析 24 4.1 Klook公司簡介及願景 24 4.2 Klook產品與服務介紹 26 4.2.1 Klook產品內容介紹 27 4.2.2 Klook產品運作模式 30 4.2.3 Klook使用介面介紹 31 4.2.4 Klook使用流程 34 4.2.5 Klook特殊制度介紹 35 4.3 Klook商業模式 35 4.4 Klook價值地圖 39 4.4.1 產品及服務 39 4.4.2 痛點解方 40 4.4.3 獲益引擎 42 第五章 價值主張與價值配適分析 44 5.1 Klook用戶顧客素描 44 5.1.1 顧客任務 45 5.1.2 顧客痛點 48 5.1.3 顧客獲益 50 5.2 非Klook用戶顧客素描 56 5.2.1 顧客任務 57 5.2.2 顧客痛點 59 5.2.3 顧客獲益 64 5.3 價值適配交叉分析 68 5.3.1 Klook價值地圖與Klook用戶顧客素描之適配交叉分析 68 5.3.2 Klook價值地圖與傳統旅行社用戶顧客素描之適配交叉分析 76 第六章 研究分析與建議 85 6.1 研究分析 85 6.1.1 Klook用戶 85 6.1.2 非Klook用戶(傳統旅行社用戶) 87 6.2 研究建議 88 6.2.1 Klook用戶 89 6.2.2 非Klook用戶(傳統旅行社用戶) 96 6.2.3 研究建議綜合整 99 6.3 研究限制 102 中文參考文獻 103 英文參考文獻 104 網路參考資料 106 附錄 一 Klook顧客素描訪談綱要 109 附錄 二 傳統旅行社顧客素描訪談綱要 110 | |
dc.language.iso | zh-TW | |
dc.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 | zh_TW |
dc.title | A Study of Value Proposition and Value Fit in Online Travel Agent of Taiwan—Case Study of Klook Inc. | en |
dc.type | Thesis | |
dc.date.schoolyear | 109-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 郭佳瑋(Chia-Wei Kuo),余峻瑜(Jiun-Yu Yu) | |
dc.subject.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, | zh_TW |
dc.subject.keyword | Klook,online travel agent,independent tour,value proposition,value fit,value map,customer profile, | en |
dc.relation.page | 110 | |
dc.identifier.doi | 10.6342/NTU202100112 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2021-01-25 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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