Basic Search / Detailed Display

Author: 劉純隆
Chun-lung Liu
Thesis Title: 感動行銷──小旅行社的創櫃之路
An Impressive Marketing Strategy—How a Travel Agency Is Going to Be Listed on the GISA (Go Incubation Board for Startup and Acceleration Firms)
Advisor: 欒斌
Pin Luarn
Committee: 吳宗成
Tzong-chen Wu
Cheng-kang Chen
Degree: 碩士
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2014
Graduation Academic Year: 102
Language: 中文
Pages: 57
Keywords (in Chinese): 感動行銷電視購物平價價格策略市場區隔通路創櫃
Keywords (in other languages): Impressive marketing, TV shopping mode, Low in price, price strategy, market segmentation, channel, GISA (Go Incubation Board for Startup and Accele
Reference times: Clicks: 279Downloads: 5
School Collection Retrieve National Library Collection Retrieve Error Report
  • 23歲就進入旅行業的劉純隆,因為積極努力,沒多久就叱吒整個旅行業界。於是在志得意滿之餘,決定自己創立了公司。由於不諳經營之道,不知道小公司需要撙節開銷的道理,在短時間內,公司慘賠近600萬元。

    Mr. Liu Chun-lung-founder of “Match-tour,” lost NT$6,000,000 only to learn that downsizing the company is not a good way to survive. He tried a new way to run a travel agency through a non-traditional marketing channel-TV Shopping mode. After two years, he made profit by finding the niche market.
    After that, Mr. Liu decided to extend its scale to set another milestone through listing on the GISA (Go Incubation Board for Startup and Acceleration Firms).But all the other shareholders oppose that suggestion. How should Mr. Liu do to persuade his partners?
    This paper contains content and teacher's guide in two parts. Through this paper, allowing readers to understand that the travel agency service being in a rapidly changing environment, the innovative business models, alternative, combined with the new access policy, will make them survive in the industry, instead of just focusing on traditional price competition. Hoping this case can give readers some new inspiration.

    摘要 ABSTRACT 誌謝 目錄 圖表索引 第1章 不怕做不到,只怕沒想到 ──洋明旅行社的感動行銷 1.1 研究目的 1.2 旅遊業發展背景介紹 1.3 公司簡介──洋明旅行社 1.4 創辦人背景介紹 1.5 緒論──悠游新藍海,從電視購物邁向創櫃之路 1.6 劉純隆的創業過程 1.7 通路的改變 1.8 產品及價格的質變──加入新元素 1.9 促銷新招-顧客的口碑行銷 1.10 感動你的心,敢動你的行──踏上創櫃之路 1.11 旅行業發展新趨勢──讓加速度,創新價值 1.12 專業優質旅遊的時代來臨──不怕做不到,只怕沒想到 1.13 討論題綱 第2章 教師手冊 2.1 個案總覽(CASE SYNOPSIS) 2.2 問題與參考答案(DISCUSSION QUESTIONS AND ANSWERS) 參考文獻

    一、 中文參考文獻
    1. 鄭本法(2000)。需要理論與旅遊動機。甘肅社會科學,第6期,72-75。
    2. 交通部觀光局(2013)。2012年歷年中華民國國民出國按年齡分。資料引自表19.xls。
    3. 洪崇彬與王慧媚,民101,銀髮族休閒旅遊動機之分析──以彰化市老人會為例,南開學報,第9卷第2期,頁57-68。
    4. 凌瓏,民82。旅行業策略行銷之研究。中國文化大學觀光事業研究所碩士論文,未出版,臺北市。
    5. 陳貽斌,陳惠美,沈立,2008,甲種旅行業主題旅遊產品差異化策略之研究,論文發表於「第10 屆休閒遊憩觀光學術研討會暨國際論壇」,台北:中華民國戶外遊憩學會暨世新大學觀光事業系。
    6. 楊英賢,陳貽斌,2012,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卷第1期,頁67-87。
    二、 英文參考文獻
    1. AkerlofGA(1970) The market for ‘Lemons’: quality uncertainty and the market mechanism. Quarterly Journal of Economics 84(3):488-500.
    2. Allen, F. 1984. Reputation and product quality. RAND Journal of Economics 15(3): 311-327.
    3. Beerli, A., J. D. Martin, and A. Quintana. 2004. A model of customer loyalty in the retail banking market. European Journal of Marketing, 38 (1/2): 253-275.
    4. Brammer, S., and S. Pavelin. 2004. Voluntary social and environmental disclosures by large UK companies. Business Ethics: A European Review, 13: 86-99.
    5. Carroll, A. B., and K. M. Shabana, 2010. The business case for corporate social responsibility: A review of concepts, research and practice. International Journal of Management Reviews 12(1): 85-105.
    6. Chen, Y., B Mak, and H. Song. 2011. Information asymmetries on Quality: The Case of Chinese Package Tourists. Working paper.
    7. Chen, H., Chiang, R. H. L., and Storey, V. C. 2012. Business Intelligence and Analytics: From Big Data to Big Impact. Journal of Management Information System, 36(4): 1165-1188.
    8. Cormode, G., & Krishnamurthy, B. 2008. Key Differences between Web 1.0 and Web 2.0, First Monday, 13(6:2).
    9. Darby, M. R., and E. Karni. 1973. Free competition and the optimal amount of fraud. Journal of Law and Economics 16(1): 67-88.3
    10. Dick, A. S., and B. Kunal, 1994. Customer loyalty: Toward an Integrated conceptual framework. Academy of Marketing Science Journal, 22 (2): 99-113.
    11. Doan, A., Ramakrishnan, R., and Halevy, A. Y. 2011. Crowdsourcing Systems on the World-Wide Web. Communications of ACM, 54(4): 86-96.
    12. Fritchie, L. L., and K. P. J. Kim. 2003. Personal selling approaches used in television shopping. Journal of Fashion Marketing and Management, 7(3): 249-258.
    13. Greif, A. 1993. Contract enforceability and economic institutions in early trade: The Maghribi traders’ coalition. American Economic Review 83(3): 525-548.
    14. Hayek, F. A. 1945. The use of knowledge in society. American Economic Review 35(4): 519-530.
    15. Hendler, J. 2009.Web 3.0 Emerging. Computer, 42(1): 111-113.
    16. Hill, R. P., T. Ainscough, T. Shank and D. Manullang. 2007. Corporate Social Responsibility and Socially Responsible Investing: A Global Perspective. Journal of Business Ethics 70: 165-174.
    17. Homburg, C., M. Muller, and M. Klarmann. 2011. When does salespeople's customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. Journal of Academy of Marketing Science 39: 795-812.
    18. Kuo, Y. F., C. M. Wu, and W. J. Deng, 2009. The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior 25(4): 887-896.
    19. Liu, P. L., W. C. Chen, and C. H. Tsai. 2005. An empirical study on the correlation between the knowledge management method and new product development strategy on product performance in Taiwan’s industries. Technovation 25(6): 637-644.
    20. Klein, B., and K. B. Leffler. 1981. The role of market forces in assuring contractual performance. Journal of Political Economy 89(4): 615-641.
    21. Krishnamurthi,L., and S. P. Raj. 1991. An empirical analysis of the relationship between brand loyalty and customer piece elasticity. Marketing Science 10(2): 172-183.
    22. McWilliams, A., and D. Siegel. 2000. Corporate social responsibility and financial performance: correlation or misspecification, Strategic Management Journal 21(5): 603-609.
    23. Murphy, J., and I. Tan. 2003. Journey to nowhere? E-mail customer service by travel agents in Singapore. Tourism Management 24(5): 543-550.
    24. Nykanen, O. 2003. Semantic Web: Definition, 0331umediaon/ slide6-0.html.
    25. O’Reilly, T. 2005. What Is Web 2.0? Design Patterns and Business Models for the Next Generation of Software, September 30.
    26. Reichheld, F. F., and W. E. Sasser, W. E. 1990. Zero defections: Quality comes to services. Harvard Business Review 68(10): 105-111.
    27. Rogerson, W. P. 1983. Reputation and product quality. Bell Journal of Economics 14(2): 508-516.
    28. Seybold, P. B., 1998. Customer com: How to create a profitable business strategy for the internet and beyond. Boston, MA:Patricia Seybold.
    29. Shapiro, C. 1982. Consumer information, product quality, and seller reputation. Bell Journal of Economics 13(1): 20-35.
    30. Shapiro, C. 1983. Premiums for high quality products as returns to reputations. Quarterly Journal of Economics 98(4): 659–680.
    31. Smith, W. R. 1956. Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing 21(1): 3-8.
    32. Spence, M. 2002. Signaling in retrospect and the informational structure of markets. American Economic Review 92: 434-59.
    33. Stigler, G. J. 1961. The economics of information. Journal of Political Economy 69(3): 213–225.
    34. Stiglitz, J. E. 1989. Imperfect information in the product market. In R. Schmalensee& R. Willig(Eds.), Handbook of Industrial Organization 1: 769-847. Amsterdam: Elsevier.
    35. Tadelis, S. 1999. What’s in a name? Reputation as a tradable asset. American Economic Review 89(3): 548-563.
    36. Voss, C., N. Tsikriktsis, B. Funk, D. Yarrow, and J. Owen, 2005. Managerial choice and performance in service management- A comparison of private sector organizations with further education colleges. Journal of Operations Management, 23(2): 179-195.
    37. Wind, Y. 1978. Issues and advances in segmentation research. Journal of Marketing Research 15: 317-337.
    38. Wu, H. 2013. A study of the Linkage Development of Internet Technology and E-Marketing, 2013 Third International Conference on Intelligent System Design and Engineering Applications, Hong Kong, 16-18 Jan. 2013, 187-189.
    39. Yee, W. Y., C. L. Yeung, and T. C. Cheng, 2010. An empirical study of employee loyalty, service quality and firm performance in the service industry, International Journal of Production Economics 124: 109-120.
    40. Yi, Y., 1990. A critical review of customer satisfaction. American Marketing Association, Chicago.
    41. Zhang, X. Y., H. Y. Song, and G. Q. Huang. 2009. Tourism supply chain management: A new research agenda. Tourism Management 30:345-358.
    42. Zhao, L., Y. Lua, L. Zhang, and P. Y. K. Chau, 2012. Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: An empirical test of a multidimensional model, Decision Support Systems 52(3): 645-656