研究生: |
楊許虎 Hsu-fu Yang |
---|---|
論文名稱: |
旅遊業與電影事業異業結盟之聯合行銷個案研究 The Case Study of Joint Promotion of Traveling Industry and Movie Industry |
指導教授: |
劉代洋
Day-yang Liu |
口試委員: |
張琬喻
none 黃彥聖 none |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理研究所 Graduate Institute of Management |
論文出版年: | 2007 |
畢業學年度: | 95 |
語文別: | 中文 |
論文頁數: | 49 |
中文關鍵詞: | 代言人效果 、消費者行為 |
外文關鍵詞: | Prolocutor effects, consumer behaviour |
相關次數: | 點閱:270 下載:1 |
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2005年,就韓國影星裴永俊的高知名度與韓國旅遊產品的結合促銷,希冀達到旅遊產品銷售量的提升,然而卻因下列幾項因素未能事先洞悉,加上近年來國人出國旅遊的變化、韓國旅遊市場演變,導致此旅遊產品的徹底失敗,本研究希望藉此找出失敗的原因,最為未來新推案的參考:
一、過於樂觀、促銷期間過短
從2003年開始,每年前往韓國旅遊的人口都呈現10%以上的成長,讓旅遊業者認為此為大好契機;然而,2005年起,韓國新鮮感已經逐漸喪失;且初期規劃因採樣樣本不足,導致對促銷過度樂觀,種下整個活動收益欠佳。
二、韓國影星代言不再是票房保證
韓國影藝明星代言費過高,影片賣座已不若2003年時的盛況,”韓流”已經不是票房保證,相對影響異業結合的的成果。
三、觀光景點吸引力已降低
韓國觀光景點國人已經耳熟能詳,新鮮度降低;而哈韓族年齡輕、消費能力弱,不易帶動旅遊買氣,取而代之的是大陸旅遊景點。
This research will aim at the traveling industries with Korea movie star P'ei & the movie “April Snow " which first ran collaboration but finally it failed. In Taiwan, we would like to find the reason why traveling industries can not have good selling performance for joint promotion with Korea movie star.
A、Too optimistic to succeed, Promotion period too short.
From 2003, It is 10% growth of the outbound market from Taiwan to Korea every year. The figures encourage traveling agencies to promote Korea tourism market eagerly. But from 2005, it is changed worse due to tourists mind change, and our sample is too small to clarify the actuality.
B、Korean Movie star fascination is very attractive but not productive absolutely in traveling field. Besides, the representative fee is too high, traveling industries could not expect its good results for the selling performance. This also affects the cooperation of traveling industry’s willing.
C、It is not big outstanding for the sightseeing.
In these four years, Taiwanese already knows a lot of scenery of Korea. Besides, Teenagers of the fan is price sensitive, their buying power is so small. They could not tolerate to pay it for traveling. Furthermore, the scenery of Mainland China is so attractive that appeal lots of Taiwanese go visiting.
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