臺灣鐵道文化觀光資源策略性行銷之研究

A Study of Strategic Marketing for Railway Culture and Tourism in Taiwan

吳麗鳳(Li-Feng Wu)

指導教授 ： 丘昌泰

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2009年)

摘要

臺灣鐵道創建已有121年歷史，為臺灣內陸運輸之主幹，惟鑒於眾多交通運具之競爭及鐵道運輸轉型困難，臺鐵如何善加利用本身資源之優勢，透過策略性行銷以創造鐵道文化附加價值，配合實行符合巿場需求的鐵道觀光經營策略。又鑒於文化觀光是未來發展趨勢，臺鐵需要有新的行銷策略和作法，才能傳遞出新的顧客利益，找出並掌握新的巿場機會。
本文的研究目的有(一)運用文獻探討與深度訪談，將鐵道文化及鐵道沿線觀光資源予以整理、(二)就相關文獻及理論基礎進行系統分析，建構一套以CORPS模式為核心的策略性行銷模式、(三)運用CORPS策略性行銷模式探討如何將鐵道文化與沿線觀光資源予以結合，並提出具體之行銷策略，以供決策當局參考。
本文以CORPS模式為策略性行銷架構，相關文獻涵括鐵道文化與CORPS五個構面，即顧客(C)、組織(O)、資源(R)、夥伴(P)及服務(S)。本文就CORPS五構面訂定分析指標並據以設計訪談題綱，分訪臺鐵、民間業者及第三部門相關人員意見。經實證研究發現及分析結果，首先提出臺鐵的總體性願景與目標，即鐵道文化觀光資源策略性行銷的總體定位為開創大眾運輸與休閒觀光雙重價值的鐵道觀光，次就臺鐵在顧客、組織、資源、夥伴及服務品質等各構面提出細部的建議，最後並提出執行步驟，供決策當局參考。

關鍵字

鐵道文化 ； 觀光 ； 策略性行銷 ； CORPS

並列摘要

Taiwan railways have founded for 121 years, serving as the main for Taiwan inland transportation. However, because of competition between several means of transportation and the difficulty in railways transition, Taiwan Railways Administration needs to make good use its own advantageous resources, through strategic marketing to create the added value of railway culture, and to execute the development strategy for railway tourism which suits market demand. Moreover, because cultural tourism is the development trend for future, Taiwan Railways Administration needs to have new marketing strategy and execution, in order to deliver the new customer benefits, to find out and get hold of new market
opportunity.
The research objective of this paper is (1) to research in papers and do in-depth interviews, and to organize the railway culture and tourism resources along the railways. (2) to systematically analyze related papers and theory basis, and to construct a strategic marketing model based on CORPS mode as the core. (3) to use CORPS strategic marketing model to research on how to combine railway culture and tourism resources along railways, and to
propose concrete marketing strategies for authority’s reference.
This paper uses CORPS mode as the strategic marketing model, The related paper include railway culture and 5 elements of CORPS, which are customer(C), organization(O), resource(R), partner(P),and service(S).This paper will base on 5 elements of CORPS 5 set. The analysis index and base on it to design to interview questions, and interview Taiwan Railways Administration, non-governmental companies, and the related personnel of the third department. After empirical research and analysis results, the vision and goal of Taiwan Railways Administration will be proposed first. That is overall positioning of strategic marketing of railway culture and tourism resource, to create the railway tourism which has double value of mass transportation and leisure tourism. Next, the paper will provide detail suggestions for Taiwan Railways Administration on aspects, such as customer, organization, resource, partner, service, and so on. In the end, the paper will propose steps for execution for
authority’s reference.

並列關鍵字

railway culture ； tourism ； strategic marketing ； CORPS

參考文獻

丘昌泰(2000)，《公共管理－理論與實務手冊》。臺北，元照出版公司。

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