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標題: | 台灣旅遊業創新商業模式研究-以燦星國旅為例 Research on Innovation Business Model in Taiwan Travel Industry - The Case of Startravel Company |
作者: | An Hsieh 謝安 |
指導教授: | 許瑋元 |
關鍵字: | 價值網,商業模式,O2O,行動應用, Value Networks,Competitive Strategy,O2O,Mobile Applications, |
出版年 : | 2015 |
學位: | 碩士 |
摘要: | 網路化與行動化的快速發展,也衝擊到旅遊業的商業模式,新科技的應用也衍生出新型態的策略發展,傳統的實體店面經營與線上網站銷售,已經不再有明確的界線,如何整合發展各類通路與運用多元資源,將是未來成功的關鍵因素。
本研究以質性研究法透過個案分析,探討台灣旅遊業的創新商業模式,先針對產業進行價值網分析,再運用四格商業模式理論,進行個案研究與分析,提出如何透過虛實整合與行動應用來發展創新商業模式,最後將研究結論提供個案經營者做為未來策略發展與經營模式的建議。 研究結論如下,創新商業模式關鍵成功因素仰賴四個層面:1)正確定義顧客價值主張為『發展O2O平台、精準推薦商品』;2)設計可行的利潤模式,嚴格控管成本與費用,短期發展大陸來台觀光/企業商務差旅,長期發展銀髮族分眾市場、提升境外旅遊市場佔有率;3)掌握關鍵資源,自有產品開發團隊、自有網站/ERP/APP、實體最大通路、集團資源等;4)落實行銷流程與訂購流程,藉以提升企業核心競爭力。 再依據本研究之整理歸納,提供台灣旅遊業之策略建議:1)倡導建立創新O2O策略提供嶄新服務價值;2)行動商務與創新科技結合O2O來發展差異化銷售模式。 最後提出台灣旅遊業未來發展之兩大方向:1)大陸市場開發與跨國虛實整合,以因應未來大陸人士來台自由行之趨勢;2)透過國際資源合作布局全球O2O商業模式,藉此發展國外市場,減緩國際型廠商進入台灣之衝擊與影響。 Internet-based and Mobile-oriented rapid development, but also the impact of the tourism business models. New technology has spawned new types of strategic development. The traditional physical store operations and online sales site, has no clear boundaries. How to integrate and development channel and use of diverse resources, will be a key factor in future success. In this study, qualitative research through case studies, to explore innovative business models in Taiwan-tourism. First for the industry value network analysis carried out, then the use of a four-frame business model theory in case studies and analysis. Propose how to integrate mobile applications and O2O to develop innovative business models. Finally the conclusion of the study provide case managers as suggestions for future strategy development and business model. Conclusions are as follows, innovative business models rely on the critical success factors of four areas: 1) The definition of customer value proposition is correct, ' Develop O2O platform、Accurate recommendation'; 2) Design a viable profit model, strict control of costs and expenses. Short-term development of Mainland tourists to Taiwan/ corporate business travel. Long-term development Seniors market, and expand the market share of foreign tourism; 3) Control of key resources, its own product development team, its own website / ERP / APP, the largest entity path, group resources; 4) Implementation the marketing process and ordering process, to enhance their core competitiveness. Based on this study are summarized to provide strategic advice to Taiwan's tourism industry: 1) Advocating the create innovative O2O strategies to provide new service value; 2) Mobile commerce , innovative technology combine with O2O to develop differentiated sales model. Finally, the future two major direction of development of Taiwan's tourism: 1) Develop Chinese mainland market and integration of the transnational O2O to cope with the future trends of Mainland to Taiwan free exercise; 2)Via integrate international resources cooperation of global O2O business model to development foreign markets. Mitigate the impact of international enterprise entry Taiwan market. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/54712 |
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