- 學位論文
雄獅旅行社郵輪旅遊行銷策略與未來發展方向之研究
Research on the Marketing Strategy and Future Development of Cruise Trips for Lion Travel
摘要
近年來，國人出國旅遊度假風氣漸盛，2018年的海外旅遊人數占比，台灣旅客首度擠進全球前十名，顯示出國觀光旅遊已經是台灣消費者的一種時尚風潮趨勢。發展在西方歐美國家的「郵輪旅遊」在台灣也愈來愈受歡迎，很多旅客把搭乘海上郵輪當成出國旅遊的新選擇，目前郵輪旅遊已經成為現今台灣旅遊市場非常熱門、新穎且受歡迎的度假旅遊趨勢，郵輪旅遊讓全民旅遊消費產生了新的轉變，這樣的變化帶來了非常大的商機。 雄獅旅行社是目前台灣第一品牌及市占率最大的旅遊業者，也是國內最擅長操作郵輪行銷的旅行社，雄獅旅行社以高品質與高級品牌的「郵輪專家」形象來主導市場利基，並透過品牌知名度、市占率優勢與集團的豐富資源，以多元的推廣促銷活動與顧客溝通交流，並提供多元化商品來滿足不同方位的顧客需求。本研究以雄獅旅行社的經營典範為例，透過蒐集之相關文獻資料與報導，就個案公司郵輪相關之行銷、服務、品牌等行銷經營模式與發展策略進行訪談研究，探討其成功的郵輪旅遊行銷策略，以及剖析其如何在台灣郵輪旅遊同業競爭激烈的環境下持續獲利及成長，作為其他企業未來經營策略之參考。 最後，針對本個案研究彙整提出結論與實務上的建議及見解，以期個案公司更能掌握現今的競爭市場環境趨勢及新契機。
並列摘要
In recent years, it is increasingly more common for Taiwanese to travel abroad for holidays. In terms of the proportion of people traveling abroad in 2018, it is the first time Taiwanese tourists made it to the top ten in the world. This suggests that traveling abroad has become a new fashionable trend for Taiwanese consumers. “cruise trip”, which originated from the western countries, is becoming increasingly popular in Taiwan and many tourists are considering cruise as a new alternative for overseas travel. Currently, the cruise tour has become a highly demanded and novel mode of vacation in the Taiwan tourism market. The cruise has produced a new transformation of the consumption pattern in the tourism industry and this change brought about great business opportunities. Lion Travel is currently the number one brand in Taiwan with the largest market share. It is the travel agency that has the most amount of expertise in cruise marketing. With the title of the “cruise specialist”, it dominates and directs the market with premium quality and brand. Through advantages such as good branding, large market share, and rich resources, Lion Travel adopts a varied approach to promote, market and communicate with customers. In addition, it provides a diverse range of products to satisfy the needs of different customers. This investigation uses Lion Travel as the operation exemplar and conducts interviews for its marketing and operation mode as well as the development strategy in terms of marketing, services, and branding of cruise related businesses using related literature and news report as the basis. We aim to explore the successful marketing strategy of Lion Travel and analyze the reason behind its sustained profit and growth in the highly competitive Taiwanese cruise business. This can be used as a reference for the formulation of operating strategies of other companies in the future. Finally, a conclusion is given based on the case study along with practical suggestions and perceptions. This is done in the hope that the case company can better grasp the trends and new opportunities for the current competitive market environment.