以五力分析探究超悠旅行社的轉型與管理

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题名:	以五力分析探究超悠旅行社的轉型與管理 Exploring Transformation and Management of Summit Tour with Porter Five Forces Analysis
作者:	林瑞恩 LIN, JUI-EN
贡献者:	EMBA高階經理碩士在職學位學程
关键词:	五力分析;經營理念;旅行業;轉型;管理 Porter Five Forces Analysis;Business philosophy;Tourism Industry;Transformation;Management
日期:	2019
上传时间:	2019-10-21 02:00:03 (UTC+0)
出版者:	亞洲大學
摘要:	經過時代的變遷，出國不再是一間難事，已經成為國人休閒度假的方式之一，進而使得旅行業日益興盛，形成競爭激烈的情勢，想要在數千間旅行社中脫穎而出更是不容易，且隨著網路時代的來臨，讓消費者在選購旅遊商品上有更多的選參考依據及便利性，因此在經營與管理上該如何展露出公司之獨特性，以達永續經營。本文主要是以個案研究法進行個案研究，並透過波特的五力分析探討公司之經營理念與管理，以及本公司的關鍵成功因素與轉型所面臨的困難與挑戰。分析結果發現，經營旅行業要提升公司品牌形象，除了深入了解消費者的需求，最重要的兩個關鍵即為服務品質與專業知識，以強化與顧客間的關係。透過多角化的經營方式，以不同的經營方式，擴大公司經營範圍與銷售市場範圍，以增加公司的曝光率，提升競爭優勢。 With the changes of the times, going abroad is no longer difficult and has become one of the ways for Chinese people to spend their holidays. As a result, tourism continues to flourish, forming a fiercely competitive situation. It is difficult for companies to stand out from thousands of travel agencies. Furthermore, in the network era, consumers have more reference and convenience in selecting tourist commodities. Hence, to achieve sustainable operation, it is important to show the uniqueness of a company in its operation and management. In this paper, the case study method was mainly used for research and Porter’s five forces analysis was adopted to explore the operation principles and management of Ch’ao Yo Travel Agency, the key success factors, and the difficulties and challenges of transformation. The analysis results show that, to operate a travel agency, the company’s brand image must be enhanced. In addition to fully understanding consumers’ demands, the two most significant keys are service quality and professional knowledge, which can strengthen the relationship with customers. The company’s business scope and target market should be expanded through diversified business modes, so as to increase the company’s exposure and enhance its competitive advantages.
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