跳到主要內容

臺灣博碩士論文加值系統

(44.210.85.190) 您好!臺灣時間:2022/12/10 13:23
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:陳鄭羽
研究生(外文):CHEN, CHENG-YU
論文名稱:階段性平台策略之探究—以線上旅遊平台為例
論文名稱(外文):The Study on Platform Strategy of Online Travel Agencies
指導教授:鮑慧文鮑慧文引用關係
指導教授(外文):PAO, HUEI-WEN
口試委員:吳學良王淑滿鮑慧文
口試委員(外文):WU, HSUEH-LIANGWANG, SHU-MANPAO, HUEI-WEN
口試日期:2017-06-30
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:行銷管理系
學門:商業及管理學門
學類:行銷與流通學類
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:65
中文關鍵詞:平台策略旅遊業Delta Model之策略模型
外文關鍵詞:platform strategytravel agenciesDelta Model
相關次數:
  • 被引用被引用:3
  • 點閱點閱:283
  • 評分評分:
  • 下載下載:4
  • 收藏至我的研究室書目清單書目收藏:0
  網際網路(internet)的出現改變了整個旅遊產業的遊戲規則,夾著不受時空限制、便利、及時、去中間化等網路特有的優勢,成功地刺激消費者線上交易並帶來可觀的營收。旅遊業從90年代開始大張旗鼓的設立線上旅遊平台,例如美國的Travelocity、Expedia、priceline.com等、線上訂房Hotels.com、Agoda、中國大陸的攜程網、去哪兒網以及台灣的易遊網、易飛網等等,都帶來驚人的營業額與獲利能力。然而經營線上旅遊平台似乎沒那麼容易,失敗收場的比比皆是,有些缺乏集客能力而慘澹經營,有些終究還是找不到獲利模式不堪持續燒錢而認賠殺出,網路平台業者最終發現原來這不是一個只要口袋夠深(deep pocket)就能存活的戰場,隱身背後的成功經營之道藏著學問與智慧,平台經營者需要在適當的時間做出正確的平台策略才能夠脫穎而出。
  本研究以多個國際與國內成功的線上旅遊平台作為個案分析對象,藉由此多重成功個案的交叉分析與歸納,以Delta Model的策略模型為基底,透過創新擴散理論的「創新擴散理論模型」階段性地分析這些網路平台的經營策略,歸納出平台經營的成功關鍵因素,並發展一套得以依循實踐的命題,可讓臺灣旅遊業在混沌不明的商業環境下,更精確地運用線上旅遊平台策略時所面臨的種種挑戰。

With the rise of the Internet economy, a number of online travel agencies (OTA) or platforms emerged rapidly in recent years. Given the high failure rates of online travel business, the platform strategy has been brought to our attention. This study aims to find out what key factors are for a successful platform strategy and understand how to establish appropriate strategies to fulfill customer needs at different stages of platform development by analyzing several case studies of those international and domestic successful online travel platforms.
目錄
致謝....................................................................................................................................I
摘要...................................................................................................................................II
Abstract............................................................................................................................III
目錄.................................................................................................................................IV
圖次................................................................................................................................VII
表次..............................................................................................................................VIII
第一章 緒論.....................................................................................................................1
1.1研究背景………............................................................................................1
1.1.1 百家爭鳴的旅遊市場....................................................................1
1.1.2 網路世代的旅遊產業....................................................................2
1.2 研究動機....................................................................................................4
1.2.1 科技創新擴散理論的平台策略分析............................................4
1.3 研究問題....................................................................................................5
1.4 研究流程....................................................................................................6
第二章 文獻探討.............................................................................................................7
    2.1 臺灣旅遊網站的發展與類型………..…..................................................7
2.1.1 臺灣線上旅遊網的發展歷史...................................................7
2.1.2 線上旅遊經營的進化:從銷售通路變身為整合旅遊平台.....9
2.1.3 臺灣線上旅遊平台的類型……………………………….....10
2.2 網路經濟與網絡效應............................................................................12
2.2.1 網路經濟…………………….................................................12
2.2.2 網絡效應………………………………….............................13
2.3 平台策略................................................................................................17
2.3.1 網路平台定義.........................................................................17
2.3.2 網路平台種類與策略.............................................................18
   2.3.2.1 多邊平台…………………......................................18
   2.3.2.2 雙邊與多邊平台策略………………………..........20
2.4 移轉成本(Switching Cost)與鎖定效應(Lock-in Effect)......................21
2.5 科技創新理論..........................................................................................23
2.5.1 科技創新概念與類型.............................................................23
2.5.2 創新擴散理論.........................................................................25
2.6 Delta Model 策略模型……………........................................................31
2.6.1 Delta Model策略模型架構.....................................................31
2.6.2 Delta Model的構面評量……………………………….........32
第三章 研究方法...........................................................................................................35
3.1 研究流程..................................................................................................35
3.2 研究對象………………………..............................................................36
3.3 研究方法…..............................................................................................37
第四章 個案分析.........................................................................................................39
4.1 個案企業簡介…......................................................................................39
4.1.1 Travelocity...............................................................................39
4.1.2 攜程網.....................................................................................41
4.1.3 易遊網Eztravel.......................................................................43
4.2 創新擴散之萌芽階段的Delta Model階段性策略….............................44
4.3 創新擴散之快速成長期的Delta Model階段性策略….........................48
4.4 創新擴散之緩慢成長期的Delta Model階段性策略.............................53
第五章 研究結果與建議.............................................................................................57
5.1 創新擴散萌芽階段之策略建議…..........................................................57
5.2 創新擴散快速成長階段之策略建議…..................................................58
5.3 創新擴散緩慢成長階段之策略建議…..................................................59
5.4 實務建議…..............................................................................................60
5.5 研究限制與建議......................................................................................61
參考文獻.........................................................................................................................62
一、中文部份...................................................................................................62
二、英文部份...................................................................................................63


圖次
圖1.1 近5年全球線上旅遊平台交易金額....................................................................3
圖1.2 研究流程圖……………………………..............................................................6
圖2.1 87年~104年國人出國旅遊型態…...................................................................10
圖2.2 台灣三大類型旅遊平台的網站整理................................................................11
圖2.3 網路外部性分類……...………….....................................................................17
圖2.4 雙邊平台基本架構............................................................................................20
圖2.5 套牢循環圖........................................................................................................22
圖2.6 Rogers的創新擴散理論模型............................................................................27
圖2.7 創新擴散的S曲線............................................................................................28
圖2.8 創新接納者分類................................................................................................30
圖2.9 Delta Triangle Model.........................................................................................32
圖3.1 研究流程圖……………………………………………....................................36
圖5.1 命題與架構圖…………………………………………....................................60


表次
表1.1 近十年臺灣地區旅行業統計..............................................................................1
表2.1 臺灣旅遊網站重要發展記事表.........................................................................8
表2.2 網路外部性類型................................................................................................14
表4.1 Travelocity之發展史.........................................................................................40
表4.2 攜程網之發展史................................................................................................41
表4.3 易遊網之發展史................................................................................................43

參考文獻
一、中文部份
1.王浩(Hao Wang) 、 江宜芳(Yi-Fang Chiang) 、謝明慧(Ming-Huei Hsieh) (2015 / 04 / 01)。攜程旅行網:通路商的轉型歷程管理評論。34卷2期,P.75 –76。
2.高淑清(2002)現象學方法及其在教育研究上的應用: 質的研究方法。麗文文化 。
3.曹勝雄 (Sheng-Hshiung Tsaur) 、許福松 (Fu-Sung Hsu) ( 2008/08)。旅行業導入創新之動機與關鍵成功因素餐旅暨家政學刊。5卷2期,P.115-137。
4.黃仁德、姜樹翰(1999/09)。「網路的經濟分析」。經濟情勢暨評論季刊。第5卷第2期,。
5.楊世豪(2005/07)。美國線上旅遊產業的經營模式與競爭策略探討-以線上旅遊網站Travelocity為例 。
6.楊英賢 (Ing-Shane Yung)、陳貽斌 (Yi-Pin Chen) ( 2012/04)。從產品結構觀點探討旅行業產品開發設計模式。觀光休閒學報第18卷1期, P.67-87。
7.陳威如、余卓軒(2013)。平台革命(初版)。臺北市:商周出版。
8.陳勁甫、古素瑩(2006/12)、海外自助旅行者動機、知覺價值與市場區隔之研究。中華管理論 Vol. 9,No. 4。
9.蔡憲唐 (Hsien-Tang Tsai) 、容繼業 (Jimmy C. Yung) 、黃榮鵬 (Leo Huang) (2001 / 7 / 1) 。台灣地區旅行業電子商務經營策略之研究An Exploratory Study on Travel Agent's E-Commerce Strategies 。觀光研究學報第7卷1期,P.47 – 66。
二、英文部份
1.Addison, M.S. & Peter, W. W. (1996). Using the Internet for Travel and Tourism Survey Research: Experiences from the Net Traveler Survey. Journal of Travel Research, vol.35, no.2, pp. 81-87.
2.Bass, F.M. (1969). A new product growth model for consumer durables. Management Science Vol. 15, pp. 215-227.
3.Betz, F. (1993). Strategic technology management. New York: McGraw-Hill.
4.Cooper and Emory. (1995). D.R. Cooper, C.W. Emory Business research methods Irwin, Chicago.
5.DA Karayanni, GA Baltas.(2003). Marketing Intelligence & Planning, 2003 - emeraldinsight.com;Web site characteristics and business performance: some evidence from international business-to-business organizations
6.Don Tapscott (1997) Growing Up Digital: The Rise of the Net Generation.
7.Doolin, B., Burgess, L., & Cooper, J. (2002). Evaluating the use of the web for tourism marketing: A case study from New Zealand. Tourism Management, 23(5), 557-561.
8.Eisenmann, T. R. (2008). Managing Proprietary and Shared Platforms . California Management Review (50 (4)), 31-53.
9.Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2011). Platform envelopment. Strategic Management Journal, 32(12), 1270-1285.
10.Evans, D. S., & Schmalensee, R. (2007). Catalyst code: The strategies behind the world’s most dynamic companies. Boston, Mass: Harvard Business School Press.
11.Foster, R. (1986) Innovation : The Attacker’s Advantage. London : Macmilla.
12.Hax, A.C, and Wilde, D.L. (2003). The delta model-a new framework of strategy, Journal of Strategic Management Education, 1(1), 1-21.
13.Henderson, R. M., & Clark, K. B.(1990). Architectural innovation: The reconfiguration of existing product technologies and the failure of established firms. Administrative Science Quarterly, 35(1),9-30.
14.Klemperer, P. (1989). Price wars caused by switching costs. The Review of Economic Studies, 56(3), 405.
15.Knight, K. E. (1967), A Descriptive Model of the Intra-Firm Innovation Process, Journal of Business, 14:478-496.
16.Lee W. McKnight and Joseph P. Bailey, 1997, An Introduction to Internet Economics , Internet Economics, The MIT Press.
17.Marquish, D. G.(1982), The Anatomy of Successful Innovation, Winthrop Publishers, Cambridge.
18.Matthew B. Miles,A. Michael Huberman . (1994). SAGE;Qualitative Data Analysis: An Expanded Sourcebook
19.Katz, M and Shapiro, C. (1985) Network Externalities, Competition, and Compatibility. American Economic Review, Vol.75 No. 3, pp. 424-440.
20.Rochet, J. C., & Tirole, J.(2003) Platform competition in two-sided markets. Journal of the European Economic Association,990-1029.
21.Rogers, E.M. (1962) . Diffusion of Innovation. New York, NY: The Free Press.
22.Rogers, E.M. (1995). Diffusion of Innovation. 4th ed. New York : The Free Press, pp . 247.
23.Rogers, E.M.(2003). Diffusion of Innovation. 5th. New York, NY: The Free Press.
24.Rogers, E.M. (1983). Diffusion of Innovations (3rd ed.). New York, : The Free Press. Sohn, S.Y., & Lim, M. (2008). The effect of forecasting and information sharing in SCM for multi-generation products. European Journal of Operational Research, 186(1), 276-287
25.Rohlfs, J. (1974). A theory of interdependent demand for a communications service, Bell Journal of Economics, Vol. 5, No. 1 , p16-37.
26.Shapiro, C. and Varian, H. (1998). Information Rules: A Strategic Guide to the Network Economy . Harvard Business School Press , Boston , MA.
27.Shy, O. (2001). The Economics of Network Industries, London: Cambridge University Press.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top