我國旅行業與異業行銷聯盟策略之研究

Marketing Alliance Strategies in Taiwan's Travel Industry

黄榮鵬(Leo Huang)

《觀光研究學報》 3卷1期 (1997/06) Pp. 43-57

https://doi.org/10.6267/JTLS.1997.3(1)4

摘要

本文，旨在一、了解國内旅行業與異業行銷聯盟策略聯盟之現況；二、分析國内旅行業與異業行銷聯盟策略的動機。經研究發現國内旅行業者與異業合作現況仍是以『其它業種』合作佔大多數，合作型態中，以『路線開發／研究／聯合促銷之無權益合作協議』佔首位，更希望『藉産品或活動的結合，創造或擴大市場規模，增加顧客人數』、『藉由合作關係，增加消費者的忠誠度』與『增加互惠夥伴、匯集不同産業，獲取更多的資源』為國内旅行業與異紫行銷聯盟策略的前三項主要動機。

關鍵字

聯盟 ； 策略 ； 旅行業

並列摘要

There are two main Purposes of this study. One is to explore present cooperation of marketing alliance strategies between Taiwan's travel agencies and various industries. The second intends to analyze cooperative motivations of marketing alliance strategies. According to this research, most cooperation of Taiwan travel agencies with various industries is with absolutely not related industries; Furthermore, 『Travel courses development/research/cooperative agreement of written promotion without obligation』 plays a major part in cooperative types. Taiwan's travel agencies consider 3 major motivations of cooperative marketing alliance strategies with various industries as below. First is to increase customers by combining products and activities; creating or enlarging the market scale.
Second, to get customer's loyalty by cooperation. Finally, obtaining resources by reciprocal partners agencies and uniting various industries.

並列關鍵字

Marketing ； Strategy ； Alliance ； Travel