旅遊業行銷策略個案研究-以雄獅TRS為例

The Study on Marketing Strategy for Travel Industry-The Case of Liontravel's Tour Reservation System

王文傑(Wen-Jeh Wang)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學組/碩士(2005年)

https://doi.org/10.6342/NTU.2005.00252

摘要

本論文為以雄獅旅行社之資訊化發展為個案，研究資訊系統在網際網路環境下，對旅行社在行銷策略之影響，研究方法為：
1.分析雄獅旅行社資訊系統之運作模式，探討其與營運體系之關係。
2.分析網路對資訊系統之影響，探討其對組織、流程、與行銷之影
響。
3.蒐集資訊化所產生之效益，探討其對產業所產生的實質效果。
4.分析雄獅之資訊系統營運模式,探討其對旅遊產業所造成之影響。
研究所得之結論如下：
1.決策者對資訊系統的認知，對資訊環境變化的掌握，對資訊應用推
廣的決心與堅持，為資訊化成功的重要關鍵。
2.雄獅以資訊平台為核心的經營方式，己發展成為核心競爭力。
3.結合網際網路之趨勢，可發展出新的行銷模式及新的營運組織。
4.與經銷商之間，已發展成為以資訊平台為核心的共同營運體系。
5.與顧客之間，可發展為以顧戶為導向的服務體系，以滿足客戶需
求。
6.帶動產業資訊化推廣，形成以資訊平台為營運核心的新競爭趨勢。
7.雄獅之資訊營運平台，尚需整合供應商系統及消費端系統。
8.本研究之營運模式，非常符合華人團體旅遊趨勢，而台灣經驗，更
是領先華人旅遊同業，應朝向華人的整合行銷經營平台發展。

關鍵字

網路行銷 ； 線上訂位 ； 線上交易 ； 訂位系統 ； 旅遊業供應鏈

並列摘要

The thesis is to study the influence of internet-based information technology on the marketing strategies of
Liontravel, based on the development of the company's information system by the following approaches:
1.Analyzing the relationship between operations of the
organization and its information systems.
2.Analyzing the impact of networking on organizational
behaviour, business activities, and marketing management.
3.Evaluating the performance and actual benefits following
the implementation of information systems in the travel
industry.
4.Analyzing Liontravel's various business models enhanced
by the new information system thereafter and their
consequent impact to Taiwan's travel industry.
Conclusions of the study:
1. The decision makers' awareness of emerging information
technology and changing environment, and their
commitment with great support to the adaptation of
technology, are critically contributed to the success of
implementing information system within an organization.
2. Liontravel has developed its core competence by
successfully adapting to the state-of-the-art
information system and highly integrated it with
improved business process.
3. Utilizing particular features of the Internet may lead
to development of new, effective business applications
and advanced organization structure.
4. Sharing an information system as a platform between the
wholesaler and its sub-agencies may establish a solid,
mutual beneficiary collaboration.
5. Rebuilding a customer-oriented service system to satisfy
their needs and wants is important to an organization.
6. The great success in implementing information system of
Lion Travel has led to a revolution in Taiwan's travel
industry to build internet-based information platform
as their competitive edge.
7. Liontravel's information system can still be improved
by integrating vertically with the suppliers and
customers.
8. Liontravel's successful business applications discussed
in this study fit the ongoing trends of Chinese package
tour market. Indeed, Lion Travel has become a market
leader in the Chinese tourism industry because of its
admired experience and intensive knowledge of
implementing information system within the organization
as well as the supply chain.

並列關鍵字

CRS ； TRS ； Web Marketing ； Travel Web ； Online Booking ； ERP ； SCM

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