旅行社網站行銷策略與市場經營分析

摘　　要本研究以台灣雄獅旅行社、東南旅行社、山富國際旅行社、燦星國際旅行社、鳳凰國際旅行社和易飛網國際旅行社等六家綜合旅行業為研究對象，此六家旅行社的「產品」皆依據旅遊型態將產品區分為國內外團體旅遊、自由行、高鐵旅行、台鐵旅行、遊輪旅行與特殊主題旅遊等多元的旅遊商品。在「價格」部分，六家旅行社皆針對不同的消費族群、節慶優惠、付款方式有不同的訂價方式。而「通路」部分，僅有鳳凰旅行社沒有區分會員制與非會員制，其他五家旅行社皆推出會員制與非會員制服務，在「促銷」部分，大致可以區分季節、節慶、暑期與特別日期等四大類別，其中六家旅行社皆有季節與暑期的促銷活動；節慶促銷活動僅有山富旅行社沒有此項分類；而特定日期僅有山富旅行社有此促銷活動，其他家旅行社沒有。本研究根據中華徵信所提供之六家旅行社的基本資料表以員工人數、排名、營業額、營收淨額與成長率等建立雷達圖進行分析，雄獅旅行社在員工相對人數、企業相對排名、相對營業額、營收相對淨額均為最佳，僅在營收相對成長率略輸易飛網國際旅行社。東南旅行社的雷達圖表示在員工相對人數、企業相對排名、相對營業額、營收相對淨額都得到第二名，但營收相對成長率居於中間排名。山富國際旅行社、燦星國際旅行社、鳳凰國際旅行社等三家為研究對象中相對排名中間的旅行社，易飛網國際旅行社的營收相對成長率最佳，員工相對人數、企業相對排名、相對營業額、營收相對淨額等均位於落後位置，顯示其規模較小但成長潛力最大。

關鍵字

網站行銷；旅行社；行銷策略； SWOT分析

並列摘要

Abstract This study is conducted on six travel services in Taiwan, namely Lion Travel Service, South East Travel Service, Richmond International Travel and Tours, Star Travel Corp., Phoe-nix Tours International and Ezfly International Travel Agent. The products of these six travel agencies are divided into domestic and overseas group tours, independent travel, travel by the High Speed Rail, travel by train in Taiwan, cruise ship travel, and special themed travel. The six travel agencies have dissimilar pricing policies for various consumer groups, special holiday offers and different payment approaches. Meanwhile, besides Phoenix Tours International, the other five travel agencies offer different services for member and non-member travelers. The business promotions conducted by the six travel agencies can be classified into four types: seasonal, holiday, summer and specific period. All six travel agencies have seasonal and sum-mer promotion sales. Richmond International Travel and Tours does not carry out holiday promotion activities but is the only one that has promotion sales for special periods. The numbers of employees, rankings, sales, net incomes and revenue growth rates of the six travel agencies are obtained from China Credit Information Service to establish radar charts for analysis in this study. Lion Travel Service leads the rest in number of employees, corporate ranking, sales and net income but falls behind Ezfly International Travel Agent in revenue growth by a slight margin. South East Travel Service is ranks second in number of employees, corporate ranking, sales and net income but its revenue growth is in the middle. Richmond International Travel and Tours, Star Travel Corp. and Phoenix Tours International rank in the middle in overall performance. Ezfly International Travel Agent has the best reve-nue growth rate but falls behind the others in number of employees, corporate ranking, sales and net income, indicating that it is the smallest in scale but has the largest growth potential.