- 學位論文
桃園機場接送業經營策略研究-以ABC公司為例
Studies on the Strategies of Limousine Service Companies in Taoyuan Airport-A Case Study of ABC Firm
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摘要
桃園機場接送業面臨松山機場瓜分旅客、台灣高鐵與機場捷運提供旅客替代服務等威脅，將產生客戶量的減少與價格-品質競爭等不利的影響，為了避免衝擊，本研究從產業分析上釐清競爭力關鍵因素有哪些？並配合檢視業者本身所具備的條件與能力來制訂出因應產業環境變化所應採取的經營策略。 產業分析結果顯示到目前為止，機場接送業供給面並未超額供給，整體需求面仍然穩定，產業的競爭情勢不致於過度激烈。產業經營的關鍵成功因素除了低成本與高品質二項之外，更重要的是創新的營運模式，除了要滿足成本與品質的要求之外還必須創造價值讓客戶、業者、勞務供應者都能獲得利益而願意交易，才能和高鐵、機場捷運等替代者威脅來競爭，也才是機場接送產業能繼續發展的最關鍵因素。 本研究以1. 高定位之服務形像、品質2. 擴大市佔率、傾全力的價格優勢競爭3. 品牌創造及營運創新等三項為競爭策略，來設計新的作業平台，主要的特點是整合客戶與其他產業內小型業者到合作平台上進行交易，以發揮產業合作經營之最大效益，並結合產業資源來與替代威脅進行競爭，並創造更佳的服務價值來提高產業的獲利能力。而此平台的成功將能帶給個案公司實質的獲利能力與長遠的競爭優勢和產業領導地位，而這也正是經營策略所真正應該具備的意涵。
並列摘要
Taoyuan International Airport limousine service industry faces to Songshan Airport carved up passengers, the High Speed Rail and the Airport MRT System to provide alternative services to tourists such threats will have a decrease in customer volume and price-quality competition, in order to avoid the impact, this study analysis the industry to clarify what are the key factors in the competitiveness? And with the industry itself to view the ability to work out the business strategy to be taken. Industry analysis shows that so far, the supply side is not excess supply, the overall demand side remained stable, industry competition is not over-heated, business critical success factors apart from low-cost and high-quality, more importantly, an innovative business model, in addition to the cost and quality to satisfy the requirements necessary to create value addition to customers, industry, labor service providers can be benefit and are willing to trade, is the most critical factor the airport limousine service industry to continue to develop. In this study, 1. High positioning the image of the service, quality 2. To expand market share, the price advantage to compete 3. Brand creation and operation of the innovation are the three competitive strategies, to design a new platform, the main features is to integrate customer and other small businesses within the industry to the platform for cooperation on trade, industrial co-operation in order to play the maximum benefit, combined with industry and alternative resources to the threat of competition and create a better value of the services to improve the profitability of the industry . The success of this platform will be able to bring the case company's real profitability and long-term competitive advantage and industry leadership, and this is what business strategies are really should have meaning.
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