網路旅行社商業模式之個案研究－以易遊網為例

A Study on Business Models of on-line Travel agency-The Case of ezTravel

陳素燕(Su-Yen Chen) ； 劉修祥(Hsiou-Hsiang Liu)

《休閒暨觀光產業研究》 5卷1&2期 (2010/12) Pp. 90-99

https://doi.org/10.6158/JLTIR.201012_5(1_2).0006

摘要

電子商務改變了旅行業的經營環境，也影響其策略本質。網路成為新型態且具競爭力的行銷工具，在台灣已為旅行業界所廣泛採用；其不僅可提供旅遊者相關資訊，更帶來許多線上交易之機會。而隨著市場環境的迅速不斷變化，靈活的商業模式不僅是企業競爭優勢之關鍵，更是企業生存要素。資策會分析2009年台灣B2C網路購物市場，第一名為旅遊產品，占整體市場規模之48.5%，另根據Yahoo對台灣旅遊網站的使用行為調查顯示，在網站知名度及使用方面評價最高的皆為易遊網，是目前網路旅行社表現最為突出者。本研究以易遊網為個案研究對象，採網站內容與相關文件分析以及深度訪談為蒐集資料方式，深入探討個案之網站發展歷程及商業模式運用。研究發現易遊網在網路商業模式的顧客價值上首推一步RR的創新思維，成功提升營業額及員工生產力為業界之2~3倍；且在策略上採用阻隔及拓展策略以維持其競爭優勢，並透過國際性的合作策略整合資源與通路，及以滿足最高標準的消費者需求為業務發展方向，值得同業在經營電子商務實務時之參考。本研究並對個案商業模式的發展，提出增加「收益來源」、「旅遊資訊內容」及「社群經營」的建議。

關鍵字

電子商務 ； 顧客價值 ； 社群經營

並列摘要

Electronic commerce has changed the travel business environment and has had a dramatic impact on the nature of strategy in travel business today. Perceived as a fast-growing business opportunity, the Internet has been adopted by many travel organizations as a new, competitive marketing tool in providing travelers not only with travel-related information but also with online transaction opportunities in Taiwan. With the market environment changing dynamically and rapidly, the agility of the business model becomes a survival factor not just a competitive advantage for the success of an enterprise. The results of a survey of B-to-C on-line shopping market in 2009 from Institute for Information Industry showed that the number one selling product on the internet is travel products, sharing 48.5% of the market. Another poll, according to Yahoo's survey about the on-line shopping consumer behavior, shows that ezTravel is the most well-known and the most highly-evaluated on-line travel agency. This qualitative case study explored the phases of web site development and business model of ezTravel. The source of data was collected via the analysis of the content of the web site, case documents and in-depth interview with the CEO. This study's findings demonstrated that ezTravel developed the innovative concept of 'One Click Request & Response' in order to create customer value which successfully increased 2- to 3-fold more on-line sales and employee productivity than the same trade. Deterrence strategy and expansion strategy were also used by ezTravel to keep its competitive advantage. In addition, international collaborative strategy approach was used through resource integration, channel integration, and customer needs fulfillment to give direction to its business development efforts. These findings have important implications for people who practice the same trade. This study also addressed the need for existing business model to focus more on travel information content and community management of the website.

並列關鍵字

e-commerce ； customer value ； community management

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