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研究生:黃稚瓔
研究生(外文):黃稚瓔 HUANG,CHIH- YING
論文名稱:旅遊業經營策略與組織發展之探討--以雄獅旅遊為例
論文名稱(外文):A Study of Business Strategy and Organization Development in Tourism Industry ─ An Example of LION Company
指導教授:賴文祥 博士
指導教授(外文):賴文祥 LAI,WEN- HSIANG
口試委員:梁又文 博士曾欽正 博士
口試委員(外文):LIANG,YO-WENTSENG, CHING-CHENG
口試日期:2017-05-12
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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:2017
畢業學年度:105
語文別:中文
論文頁數:93
中文關鍵詞:旅遊業高固定成本旅遊結構無歇性經營策略服務品質五力分析
外文關鍵詞:TRAVEL
相關次數:
  • 被引用被引用:7
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  • 下載下載:229
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摘  要
臺灣觀光發展以「多元開放、全球佈局」為主要宗旨,搭配兩岸關係的改變與調整,旅遊交流鬆綁、開放陸客來臺觀光、自由行等一連串開放性政策利多下,促成來臺旅客可以持續成長,創造穩定且對於兩岸都雙贏的局面。
旅遊業是一個非常容易受到外部環境影響的特殊行業,如地震、水災、政治暴動、經濟條件、匯率浮動、疫病、氣候變遷等…造成旅遊元件的價格變動,也讓旅遊市場充滿著非常強烈的不確定性。也由於旅遊產品的可模仿性及同質性高,所以旅遊業者彼此之間競爭相當激烈,如何在眾多旅遊產品中獲得消費者的青睞,除了可以整合政府單位的相關觀光資源來包裝進行銷售外,利用大數據的分析做客群分級來規劃出差異化銷售平台與服務,這確實是在廣大市場中能突顯銷售優勢的利器之一。至於大數據取得、特定族群分類、市場現在的消費趨勢…等資料收集後彙整進而為消費者規劃出最符合需求的旅遊產品,進而提高公司銷售數字並建立公司的市場品牌形象,就是旅行業者最重要的生存關鍵。
隨著社會經濟發展、國人的基本生活條件改變與外在品質的提升,加上觀光旅遊市場的進步與大數據平台的進化、旅遊內容與體驗方式朝向更多元化發展等因素,使得消費型態產生極大的改變。消費者更加注重旅遊內容與品質,甚至於旅遊過程的的氛圍。因此旅遊業者要能提供達到一定水準的品質以及服務,讓消費者感到物超所值,才能再次吸引顧客上門消費。
有鑒於此,旅遊經營業者需擬定出最佳且最適合企業的經營策略,以便能夠產生最大的經營成效與營業獲利。除此之外,創新不僅是企業持續發展的動力,同時也是因應市場變化的最佳利器。
本研究以雄獅旅遊做為個案研究對象,透過文獻探討及深度訪談來瞭解其實際經營狀況,之後進行研究分析,可提供建議給旅遊業者做為經營改善之參考,進而提昇其經營績效與競爭優勢。
透過研究生此次研究結果可以了解到,雄獅集團是個運用數字分析來制定相關企業經營策略非常典型的企業,包括在旅遊元件的取得並不是使用傳統的方式、經營決策不同於大多數的台灣本土企業是由經營者或是董事會制定後就公告實施,而是採取整個公司企劃團隊結合標企一組織串連、企二知識萃取、企三HR資源、企四財會營運數據分析來整體協助營運主管外,並由中高階主管集體參與的方式、年薪制獎酬與鼓勵員工內部學習,並且將E化的作業流程應用在團體旅遊和客製化包團需求的過程與服務上面。透過這些創新的經營策略使得雄獅集團的經營成效卓越,樹立了其他旅遊同業不易模仿與超越的競爭優勢,更一舉成為台灣旅遊業界的指標模仿企業。營運數字更是年年超越集團制定的目標。
此篇研究為探索性研究,以廣論、質性的研究方法、個案法、與文獻資料回顧法及相關資料研究法,根據以往發生的案例經驗,進行了結構性討論,最後,制定的經營策略。旅遊業深受國內、外的環境因素影響,符合Heinz Weihrich教授提出來的SWOT分析法,因此本研究據此作為研究因應旅遊業經營策略的重要參考依據;同時透過大台平的相關資訊的蒐集,研擬研究架構,最後運用穀倉效應及 Porter五力模式管理理論,分析找出旅遊業可推廣並有明顯成效的經營策略。
此篇研究目的在於找出一個學習簡單、理解容易並且適用大眾化的旅遊業者的經營策略,提早洞悉並掌握到市場競爭的核心優勢,首先是旅遊業員工旅遊專業的學習意願與學習課程設計與規劃,尤其是組織型客戶的特殊旅遊需求與隱密性、獨創性、主題性、不可抄襲姓…等消費模式,另外還有旅行業主體的專業經營模式演進,企業內的中高階主管要能確實掌握並執行已取得正確預測並絕對的掌握環境、客觀評估並善用資源,祈能創造出與市場上大眾旅遊業者的差異性,提早掌握並預測到旅遊企業經營的致勝之道,且能善盡社會責任主動協助改善國內外的旅行業者的善循環經營模組作為經營的一套標準準則。

Abstract
Taiwan tourism development to "diversified, global layout" as the main purpose, with cross-strait relations with the change and adjustment, tourism exchange loosening, open land passenger to Taiwan to visit, free exercise and a series of open policy benefits, to promote the passengers can continue Growth, and create a stable and win-win situation for both sides
Tourism is a very special environment affected by the external environment, such as earthquakes, floods, political riots, economic conditions, exchange rate fluctuations, epidemics, climate change, etc. ... caused by changes in the price of tourism components, but also to the tourism market is full of very strong Uncertainty. But also because of the imitation of tourism products and homogeneity is high, so the competition between the tourism industry is very intense, how many tourism products in the consumer's favor, in addition to the government units can integrate the relevant tourism resources to packaging sales, The use of large data analysis to do the classification of customers to plan a differentiated sales platform and services, which is indeed in the majority of the market can highlight the advantage of one of the advantages of sales. As for the large data acquisition, the specific ethnic group classification, the market is now the consumer trends ... and other information collected after the convergence and for consumers to plan the most in line with the needs of tourism products, thereby improving the company's sales figures and the establishment of the company's market brand image, Important survival key.
With the social and economic development, the basic living conditions of the people and the improvement of external quality, coupled with the progress of the tourism market and the evolution of large data platform, tourism content and experience to more diversified development and other factors, making consumer State of great change. Consumers pay more attention to tourism content and quality, and even the atmosphere of the tourism process. So the tourism industry to be able to provide a certain level of quality and service, so that consumers feel value for money, in order to attract customers again home consumption.
In view of this, the travel operators need to develop the best and most suitable business strategy, in order to be able to produce the greatest operating results and operating profit. In addition, innovation is not only the driving force for sustainable development of enterprises, but also the best tool for changes in the market.
This study is based on Lion Tourism as a case study, through the literature and in-depth interviews to understand its actual business conditions, after the study and analysis, can provide advice to the tourism industry as a reference to improve business, thereby enhancing its business performance and competition Advantage.
Through the results of this study, it can be learned that the Lion Group is a very typical enterprise for the use of digital analysis to develop the relevant business strategy. The acquisition of tourism components is not the traditional way. Business decisions are different from most of Taiwan's local After the enterprise is set up by the operator or the board of directors, the company will take the whole company planning team to combine the enterprise with the enterprise, and the management personnel will analyze the whole operation data. , And by the middle and high-level supervisors in the collective participation of the way, the annual salary system to encourage and encourage employees to learn, and the E of the operational processes used in group travel and customization package of the needs of the process and services above. Through these innovative business strategy makes the Lions Group's operating excellence, set up other tourism industry is not easy to imitate and beyond the competitive advantage, but also become the Taiwan tourism industry indicators to imitate the enterprise. The operating figures are beyond the Group's goals.
This study is an exploratory study, with a broad theory, a qualitative research method, a case study, a literature review method and a related data research method, based on past case experience, a structured discussion, and finally, Strategy. The tourism industry is influenced by domestic and external environmental factors and conforms to the SWOT analysis proposed by Prof. Heinz Weihrich. Therefore, this study is an important reference for the study of tourism business strategy. At the same time, through the collection of relevant information , The research and development of the research structure, and finally the use of barn effect and Porter five-force model management theory, analysis and tourism can be found and can be significantly effective business strategy.

The purpose of this study is to find a simple learning, easy to understand and apply to the popular tourism business strategy, early insight and master the core advantages of market competition, the first is the tourism industry, tourism professional learning and learning curriculum design and planning , Especially the organization of the customer's special tourism needs and privacy, originality, theme, not copy the name ... and other consumer models, in addition to the main business model of the evolution of the main business, the enterprise's high-level executives to be sure Master and implement the correct prediction and absolute grasp of the environment, the objective assessment and make good use of resources, pray to create a market with the public tourism industry differences, early to grasp and predict the success of tourism business, and good Do social responsibility initiative to help improve the domestic and foreign travel industry good circulation business model as a set of standard operating standards.

目  錄
誌  謝 I
摘  要 II
ABSTRACT III
圖目錄 V
表目錄 VI
第一章 導論 16
第一節 問題背景 18
第二節 問題形成 19
第二章 產業背景概述 23
第一節 旅遊產業發展歷程 23
第二節 旅遊業名詞解釋 26
第三節 旅遊業分析 29
第四節 旅遊業趨勢 38
第三章 問題分析 43
第一節 旅遊業的競爭型態 43
第二節 旅遊業的五力分析 45
第三節 網路對旅遊業的衝擊 49
第四章 解決方案與策略 55
第一節 旅遊產業進化期 55
第二節 旅遊業客人購買的區分 60
第三節 雄獅旅遊傳統服務模式 65
第四節 雄獅旅遊現行服務模式 66
第五節 雄獅旅遊服務品質一致化 67
第六節 解決方案分析 68
第七節 解決問題研究架構 70
第八節 解決問題的方式 71
第九節 研究對象 74
第五章 結論與建議 76
第一節 雄獅集團布局 76
第二節 雄獅集團管理實務數字 92
第三節結論 94
第四節建議 97

參考文獻 98

參考文獻
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英文部分

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