- 期刊
探討遊覽車客運業之藍海經營策略
Investigating the Blue-Ocean Operational Strategy of Passenger Transport Industry
摘要
根據觀光局調查，2018年國人國內旅遊總旅次數較2016年減少10.1%，是對觀光業的嚴重警訊。2017年遊覽車客運業全年營業總收入較2015年減少7.08%。2017年全年平均行駛里程較2015年減少13.87%，產業經營力道陷入低迷。市場規模萎縮，業者削價競爭造成市場運作機制失衡。影響服務品質及行車安全，對產業形象、業者生計都造成衝擊。如何避免在紅海中削價競爭，取得獲利與顧客關係的平衡，成為業者永續經營的重要關鍵。本研究針對遊覽車客運業者，以質性研究之深度訪談，檢視其商業模式之適宜性，試圖改變現有經營市場之邊界，開發新的目標客群，找出企業永續經營的藍海策略。並根據訪談研究結果，在落實顧客關係管理、強化異業結盟策略、建立同業協調聯運等方面，提出具體經營策略，提供相關業者參考。
並列摘要
According to the investigation of the Tourism Bureau, in 2018, the number of domestic tourism total tourist trips decreased by 10.1% compared with 2016, which is a serious warning to the tourism industry. The total annual revenue of the tour bus decreased by 7.08% in 2017 compared with 2015. The average annual mileage in 2017 was 13.87% lower than that in 2015. The industrial operation power of tourism was in a downturn. The scale of the tour bus passenger transportation market has shrunk. The price reduction competition within industry causes an imbalance in the market operation mechanism. That affects service quality and driving safety, and impacts the industry image and the livelihood of the industry. How to avoid price competition in the ＂Red ocean＂ and achieve a balance between profit and customer relationships has become an important issue to the sustainable operation of the industry. This study is aimed at the touring passenger transportation industry, using the in-depth interviews of qualitative research to explore the suitability of its business model, try to change the market boundary, develop new target customers and identify ＂Blue ocean＂ strategies for sustainable business. Based on the results of the interviews, specific recommendations in implementing customer relationship management, strengthening cross-industry alliance strategies, and establishing coordination and transportation between the same industries, were provided as reference for relevant industry operators.