旅行業商業模式創新研究

隨著網路發展，資訊透明化使得搜尋成本大大降低，多樣化的資訊讓旅遊規劃多了許多選擇，消費需求也隨著改變。平台科技的進步造就了OTA業者的興起，也讓整體旅遊產業朝向去中間化的發展，同時也改變了產業競爭態勢，過往旅行社一手包辦的事物都已可拆開來在網路上販售。然而，在資訊的透明化下，商品被拆分販售難以創造附加價值，提供同質性產品則會導致產業陷入價格競爭的惡性循環。因此本文，後續分為兩部分來分別探討產業問題與挑戰並建立創新商業模式來因應。第一部分會先針對旅行業概況進行研究探討，了解其發展趨勢，與產業環境的變化，並針對台灣旅行業者進行介紹和分析比較，藉由商業模式的架構分析，找出現有架構的缺陷，並在最後定義出旅行業所面臨的五項重大挑戰包含：難以進行顧客關係管理、競爭態勢更加激烈、利潤空間受到壓縮等問題。第二部份將會利用循環式創新架構(VPS)為旅行業者找到自身定位，再透過資料庫的建立，建立一套以系統為核心的商業模式，再從系統的觀點出發，進行價值創造、服務加值、行銷策略並拓展市場，來解決第一部分所定義的問題。本研究採用演算法邏輯搭配價值創造循環(VCC)的概念，藉由系統來自動化進行顧客關係管理並達成精準行銷，為現有的顧客創造新的附加價值。同時開發更多潛在需求，改善競爭環境，為旅行業者和顧客創造互惠互利的價值循環。

關鍵字

旅遊產業；線上旅行業；循環式創新；價值創造循環；商業模式創新；精準行銷

並列摘要

With the development of the Internet, information transparency has greatly reduced search costs. Diversified information has provided many more choices for tourism planning, and also change the demand. With the advance of platform technology, Online Travel agencies(OTA) has joined the competition of travel industry, and also make the travel industry more disintermediation. At the same time, it has also changed the way of competition of the industry. Escorted tours can be disassembled and sold on the Internet. However, under the transparency of information, it is difficult to create value for the product, providing homogeneous products will lead the industry to price competition. Therefore, the follow-up of this article is divided into two parts to discuss industrial issues and challenges and then establish innovative business models for response. The first part will first conduct research and discussion on the general situation of the travel industry, understand its development trends, and changes in the industrial environment, and then analyze and compare the travel industry in Taiwan. Through the analysis of the business model structure, this article points out the defects of the existing structure, and define five major challenges faced by the travel industry at the end of Chapter 3, including: difficulty in managing customer relationships, more intense competition, and reduced profit margins, etc. The second part will use the “Vision-Positioning-Scenario” (VPS) framework to find its own position for the travel industry, and then establish a system-based business model through the establishment of a database, and then proceed from the system-based point of view to create value, enhance services, make marketing strategy, and expand the market to solve the problems defined in the first part. This research uses the concept of algorithmic logic and value creation cycle (VCC) to automate customer relationship management and achieve precise marketing through the system, creating new value for existing customers. At the same time, it will develop more potential demands, improve the competitive environment, and create a mutually beneficial value cycle for the travel industry and customers.