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研究生:張安倫
研究生(外文):Arun Chandran
論文名稱:Aww 商業企劃書
論文名稱(外文):Aww Business Plan
指導教授:林修葳林修葳引用關係
指導教授(外文):Hsiou-Wei Lin
口試委員:胡星陽黃俊堯
口試委員(外文):Shing-Yang HuChunyao Huang
口試日期:2015-01-15
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:77
中文關鍵詞:旅遊服務旅遊服務網站長尾關鍵詞
外文關鍵詞:Travel serviceTravel service websiteLong tail keywords
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Websites operating in travel industry is highly competitive and the top spot on search engine results page is taken mostly by popular and well-established brands. Most new travel websites mostly only see cost per click advertising (With Google AdWords or Yahoo/Bing Advertising) or Facebook Ads as a means to drive web traffic to their websites. This is often expensive as there are many bidders for the most popular keywords in travel niche.

Most websites tailor their websites to the taste of most web users with the hope of getting more web traffic. Although this sounds very logical, this can also be less rewarding considering the lower levels of organic traffic (from Google/Yahoo/Bing) that one would receive for the top keywords. A practical approach was followed in coming up with this business plan. Long tail keyword marketing presents an interesting opportunity that is often ignored by major websites. Long tail keywords (less searched lengthy keywords) in aggregate do represent a significant search volume. Due to the keyword length, they are usually less competitive and offering unique high quality content for a bulk of long tail keywords can be extremely rewarding in the long term. As this content would fulfill the need of a unique group of visitors, there is likely going to be more return visitors with a reduction in bounce rate (The percentage of visitors who enter the site and leave the site rather than continue viewing other pages within the same site.).

While it is any day good to be on top of the search results, an aggregate of traffic from the top 10 search results can also be significant whenever there are huge numbers of indexed pages on major search engines. Our business is not looking at compete with the big travel website directly, instead, we will aim to generate revenue through commissions from package sales, individual bookings (flights, hotels, tours), and online content monetization, among others.

This business plan focuses on the following six sections in detail.

Executive Summary – High level overview, Key success factors, mission, Source of funds, and what makes our business different.

Products & Services – Visa Check, Embassy Information, Flight Search, Hotel search, Travel Insurance search, destination guides and vacation packages.

Market analysis – Including Market segmentation and competitor analysis.

Marketing Plan – Detailed plan along with search engine optimization strategies.

Financial Plan – Revenue Forecast, Personnel Plan, Budget, Startup Costs, Profit and Loss Statement, Balance Sheet, Cash Flow Statement

Information Management – Privacy policy along with information of how each service will be managed.


Table of Contents
1.0 Executive Summary 1
1.1 Objectives 5
1.2 Mission 6
1.3 Keys to Success 6
1.4 Source of Funds 7
1.5 How we are different 8
2.0 Services 11
2.1 Service Description 11
Visa Check 11
Embassy and Consulate details around the world 11
Flight Options Search + booking 13
Hotel Options Search 14
Travel Destination Guides 16
Vacation Packages 16
Paid Articles Contributions 17
Guest Posts 17
2.2 Future Services 19
3.0 Market analysis 20
3.1 Market Segmentation 23
Target Market Segment Strategy 25
Market Needs 26
Service Business Analysis 26
Main Competitors 27
Table 3.4 - Competitor Analysis 28
4.0 Marketing Plan 33
Positioning 34
Pricing 35
Promotion 35
Links 35
Banner Ads 36
Word of Mouth 36
Commenting on blogs 37
Ping Backs 37
Message Boards 37
Optimizing the website for search engines 37
Affiliate program 38
Answer questions 38
Leverage YouTube 38
Distribution 38
Search Engine Optimization Strategies 39
5.0 Financial Plan 43
Revenue Forecast 43
The Revenue Forecast 44
Personnel Plan 45
About the Personnel Plan 45
Budget 46
About the Budget 47
Startup Costs 48
Loans and Investments 48
Financial Statements 49
Profit and Loss Statement 49
Depreciation Expenses are subtracted before we get Operating Income 49
Balance Sheet 51
Cash Flow Statement 52
6.0 Information Management 54
Website and Database backups 55
Newsletter Subscribers 56
Registered users 56
Affiliate Signups 57
Ticket System 57
7.0 References 60
8.0 Appendices 62
Revenue Forecast 62
Personnel Plan 65
Budget 66
Loans and Investments 68
Profit and Loss Statement 69
Balance Sheet 71
Cash Flow Statement 75

[1] The Benefits of Long Tail Keywords - https://placester.com/real-estate-marketing-academy/the-benefits-of-long-tail-keywords/
[2] Google AdWords - https://adwords.google.com
[3] Yahoo/Bing Ads - http://advertise.bingads.microsoft.com/en-us/home
[4] CJ Affiliate by Conversant (formerly Commission Junction) - www.cj.com
[5] Facebook Ads - https://www.facebook.com/advertising
[6] Google Webmaster - https://www.google.com/webmasters
[7] Bing webmaster - www.bing.com/toolbox/webmaster
[8] The Long Tail of Search: Are You Ignoring Most of Your Traffic? - http://www.wordstream.com/long-tail
[9] Bounce Rate Demystified - https://blog.kissmetrics.com/bounce-rate/
[10] Tripnotice - https://tripnotice.com/about/
[11] HolidayIQ - One of India''s first & largest travel community. - holidayiq.com
[12] Encouraging Inbound Tourism - Tourist Visa on Arrival (TVOA) Scheme - http://india.gov.in/spotlight/encouraging-inbound-tourism-tourist-visa-arrival-tvoa-scheme
[13] Visitors from 43 countries can now get visa for India online - http://timesofindia.indiatimes.com/india/Visitors-from-43-countries-can-now-get-visa-for-India-online/articleshow/45295599.cms
[14] Visa and Health Information - http://www.qantas.com.au/travel/airlines/visa-health/global/en
[15] Google Adsense - https://www.google.com/adsense
[16] WordPress › Blog Tool, Publishing Platform, and CMS - https://wordpress.org/
[17] Search in Place wordpress plugin - https://wordpress.org/plugins/search-in-place/
[18] Booking.com Affiliate Partners Programme - http://www.booking.com/content/affiliates.html
[19] HotelsCombined Travel Affiliate Program - http://www.hotelscombined.com/Affiliates.aspx
[20] Agoda Affiliate partner - https://partners.agoda.com/affiliate.html
[21] MediaWiki - https://www.mediawiki.org/wiki/MediaWiki
[22] Taiwan Tourism Bureau, MOTC - http://admin.taiwan.net.tw/index_en.aspx
[23] Government of India, Ministry of Tourism - http://tourism.gov.in/
[24] Alexa - Actionable Analytics for the Web - http://www.alexa.com/
[25] Wordpress Pingbacks - http://en.support.wordpress.com/comments/pingbacks/
[26] Prioritizing SEO Strategies In 2014: Where To Focus - http://searchengineland.com/prioritizing-seo-strategies-2014-181998
[27] Google Adsense Privacy Policy Requirements - http://www.freeprivacypolicy.com/google-adsense-privacy-policy-requirements.html
[28] How to start a business in Taiwan - Elias EK

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