台灣旅行社實體門市經營與品牌延伸之研究

旅行社實體門市是虛實合一的必走道路，是任何一家有品牌的旅行社都想經營的藍圖，要面對同業激烈競爭，每一家門市都要接受客戶高規格的檢視，任何表現都會拿來和同業在市場與網路上彼此做比較，門市的經營管理一定要有效率，提高門市人均產值，避免客訴，讓店鋪來客數增加，提升服務滿意度，雖然有時常常因為品牌知名度、專業能力、產品競爭力…等因素，可能力有未逮，不過卻要竭盡所能，做好服務面對所有挑戰，達成公司預定目標。　　每家實體門市都有其優缺點，而且每天都有挑戰、都有突發狀況，這考驗了同仁的反應能力。像燦坤的門市，客人是要來買冰箱或電視，雖不可能馬上轉換為旅遊的客人，但如果他服務好，留下好的印象，藉由品牌延伸，可能下次旅遊就會找燦星，所以好的複合式經營如果可以研究出可行的數據，做更精準的行銷，這樣結合的綜效可能就更好了。另外像是本來要去東南旅行社買旅遊的人，順帶買一下高粱酒，如果習慣養成了，口味適合、品質很棒，客人認同了，那就是好的品牌延伸，成本自然就降低，客人變多，績效自然就好了，反之則情況不佳，就要設法改善，否則就無法生存下去。　　旅行社實體門市經營成本比網際網路高出很多，如果沒有好的策略、績效，肯定無法長期經營下去，所以謹慎評估，做好準備，是個重要課題，每家實體通路旅行社都有自己必須面臨的問題，競爭激烈，長江後浪推前浪，唯有不斷地創新、前進、改變，針對自己的狀況，做最好的調整，迎接未來發展。

關鍵字

旅行社門市；品牌延伸；門市經營；複合經營

並列摘要

Taiwan travel agency entity store is a virtual entity consolidation will go the road, any brand of travel agencies want to oper blueprint. To face fierce competition in the industry, any one store to accept high standard view of customers. Any performance will be compare with the industry in the market and the Internet. The store management must be efficient and improve the per capita output value, and avoid customer complaints. Increase the number of visitors, improve service satisfaction, although sometimes because of brand awareness, professional competence, product competitiveness and other factors may not be able to seize, but must do everything possible, good service to face all challenges to achieve the target. 　　Each entity store has its advantages and disadvantages, and every day challenges, there are unexpected conditions, which tested the ability of colleagues to respond. Like Tsann Kuen store, the guests are to buy a refrigerator or TV, although not immediately converted to tour guests. But if because of good service, leaving a good impression, by brand extension, may be the next tour will find Star travel. So a good compound operation if you can develop a viable data, do more accurate marketing, so that the combined effect may be even better. Another person to Set tour to buy tourism, occasionally buy Chinese sorghum, taste good and good quality, that this is a good brand extension, the cost will reduction, Guests become more, the performance is good, otherwise the situation is poor, we must try to improve, otherwise it can not survive. 　　Travel agency entity store operating costs are much higher than the Internet, if there is no good strategy, performance, certainly not long-term business, so careful assessment is an important issue. Each store has to face the problem, competition, only continue to innovate, forward, change, for their own situation, do the best adjustment to meet the future development.