台灣地區銀髮族旅遊市場競爭策略形成之探討 -以S公司為例

Exploring the Formulation of Competitive Strategy of Senior Citizen Traveling Market in Taiwan ---A Case Study of Company S

呂至宏(Chi-Hong, Lu)

指導教授 ： 林志娟

共同指導教授 ： 賴錦璋

淡江大學/商學院/國際商學碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00254

摘要

高齡化的社會於1990年代已經在加速形成，將於2011年二次是世界大戰之後嬰兒潮達65歲之際，高齡化的社會結構所帶來的衝擊尤甚，伴隨著社會高齡化的發展，人類對於居住、消費及時間朝向享樂的方向發展，中國的旅遊已呈現這種生活型態的轉變，基於上述兩大趨勢，試圖研究高齡化或是俗稱銀髮族的旅遊市場特性，進而探討旅遊企業可能因應的對策。
前往日本旅遊的人口為僅次於香港，台灣高齡化的人口對日本文化也有某種程度的認知，S公司服務對「日本文化有憧憬」的這一群銀髮族有45年之歷史，該族群對S公司的商譽與信任有相當的肯定，以S公司委代表個案探討其策略之形成。
S公司之企業使命為「用心服務，用情導遊」，內部核心價值為「專業接待」，以「經驗、通路及資源之超值服務」之優勢與該產業中之對手競爭，採用「因應高齡化的人口變遷」來面對總體環境的潮流，形成S公司「致力於銀髮族日本市場」之競爭策略。
關鍵字：銀髮族;日本旅遊;專業接待;超值服務

關鍵字

銀髮族 ； 日本旅遊 ； 專業接待 ； 超值服務

並列摘要

In 1990, it accelerated to an elder society . Especially, the baby-boom generation of post-war, becoming 65 year-old in 2011, will have a huge impact on the society. Consequently, human beings will develop the direction of enjoyment on their residence, expenditure and time. China tourism is revealing this change of life style. On the basis of these two main tendencies, this study tries to do a research on the market of senior tourism. And then explores the formulation of strategy for travel industry to cope with these tendencies.
Japan, next to Hong Kong, is the second favorite destination for Taiwanese people. Besides, they, the senior citizen in Taiwan, have a deep understanding of Japanese culture. S company serves this senior generation for more than 45 years, and they affirm the reputation and credibility of S company. Address S company as a case study to explore the formulation of competitive strategy of senior citizen traveling market in Taiwan.
Service of diligence and service of sentiment is the mission statement of S company, and its’ core competence is professional staff. To cope with competitors in the industry, it owns its’ advantages of the worthwhile service of experience, channel and source. To accommodate general environment, S company studies ways in satisfying the elder society. Therefore, S company bends its’ effort for the Japan tourism market of senior citizen.

並列關鍵字

Senior Citizen ； Professional Staff ； Worthwhile Service ； Japan Tourism

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