2001年至2006年旅行業家數,每年均有2.16%至3.80%的成長率。本文以屏東縣之甲種旅行社為研究對象。經實地訪談及蒐集資料分析研究。採行銷策略與產品生命週期理論,作為設計及調整行銷策略之依據。分析方法使用五力分析、敏感性分析、利量分析及馬可夫連鎖模式。研究發現個案的銷售重心以國外旅遊產品為主,個案產品生命週期係處於成長期階段;然現階段成長速度己趨於緩慢。 研究建議:目標市場選擇:應選擇著重旅遊產品品質的消費者。產品決策:繼續維持高品質路線、領隊和導遊的專業和朊務應重視、國內市場要積極開發、勿盲目追隨競爭者的產品。價格決策:採高品質高價位的訂價原則、沿用市場舊有價格調整方式。通路決策:考慮 籌設分公司。促銷決策:成立業務部門、利用有線電視做為區域性廣告媒體。
The travel industry equally has 2.16% to 3.80% growth rates from 2001 to 2006. This article took Pingdong County A travel agency as object of study. After analytic investigation of the on scene in formal interview and collection materials adopted the Marketing Strategy and the Theory of Product Life Cycle as the basis of design and the adjustment marketing strategy. The analysis method used Porter 5 force analysis, Sensitive analysis, CVP Analysis, and Markov chain pattern. The research discovered that the overseas traveling product is the market center of gravity in this case. The case product life cycle system is at the growth period stage, however the growth speed at the present stage has become trado. The research suggested: The selection of Target Market: To choose the consumers who emphasize traveling product quality. Product decision-making: we should not only to maintain the high quality routes, attach great importance to the specialty and ministrations of the tour leaders and guides, also we have to develop positively the domestic market. But do not follow the competitors’ products blindly. Price decision-making: To adopt the pricing policy with high quality and high price and continue using the market old way of Price Adjustment. Passageway decision-making: To Considered establishes the subsidiary company. Promotion decision-making: To establish the business agency and use the cable TV to be the local advertising media
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