博碩士論文 etd-0722109-182512 詳細資訊


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姓名 陳皇瑞(Huang-jui Chen) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 97學年第2學期
論文名稱(中) 以資源基礎理論探討旅行社從事電子商務發展對經營策略之影響
論文名稱(英) Impact of E-commerce Development to The Business Strategy of Travel Agencies using A Resource-bsed Theory
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    摘要(中) 全球網際網路應用孕育了電子商務(EC)新的交易方式,由於EC具有流通迅速、無遠弗屆、成本低廉、全天開業等優點,EC的發展取代了部分傳統行銷通路的資訊、接觸及協商流程,進而形成了直接模式的購物型態。旅遊商品屬於無形的體驗性服務,具有異質性、無形性和易逝性之特質,使得旅行業成為一個資訊密集之產業,相當適合發展EC。
      本研究以資源基礎理論為架構,將此理論應用於旅行業上,結合實地訪談與個案分析法來探討旅遊業EC,透過兩種不同型態的旅行社進行分析及綜合比較,得出綜合旅行社發展EC成功關鍵因素,並發現旅遊業EC的獲利最終求以成本領導策略為主,差異化策略為輔,而差異化策略可吸引顧客並將顧客鎖定住,其中,又以附加價值的提升最為重要。企業在推行EC會因為本身的特性與資源而改變其企業的組織結構及策略,而旅遊業屬於資訊流通密集的產業,導入EC應有一套適配與完整的經營模式,才容易成功。
      研究結果顯示「充分瞭解顧客需求」是成功發展旅遊EC必要能力、顧客與會員基礎為成功關鍵因素,且「價值創造」可經由社群經營與部落格行銷達成;同時研究也發現,旅行社在發展電子商務的過程讓跨通路整合經營漸萌芽,不論是虛擬旅行社從虛擬到實體、或是傳統旅行社的實體到虛擬,最終朝向虛實整合。EC不只是簡單的架設網站而已,還包括內部流程改造、資訊化、網路化,以及和外部資源流通等問題,勢必和員工的現有工作產生部分變更,使消費者方式改變,如何從中協調,讓員工能夠接受新的工作模式、讓消費者接受新的消費方式,才是旅遊業電子商務能否成功的根本所在。
    摘要(英) The application of Global Internet gives birth to a new trading method, electronic commerce (EC). Because EC possesses advantages such as rapid circulation, far-reaching, low cost, and anytime and anywhere etc., the development of EC replaces the information, contacts, and consultation processes in some traditional sales channels and even develops into direct mode of shopping. Tourism products belong to intangible experiential services with characteristics such as heterogeneity, intangibility, and perishability etc., which makes the travel industry an information intensive industry and is very suitable for the development of EC.
      Resource-based theory is used as a framework to study its application on the travel industry in this research. It is combined with field interviews and case analysis to study the tourism EC. The critical success factors for travel agencies to develop EC are summarized through the analysis and comprehensive comparison of two different types of travel agencies. It is found that the profitability of tourism EC is mainly dominated by cost leading strategy with the differentiation strategy as a supplement. However, the differentiation strategy can attract customers and lock them in; the most important among them is to enhance the added values. Enterprises will transform their organization structure and strategies according to their own characteristics and resources during the development of EC and the tourism industry belongs to information flow intensive industry in which the deployment of EC requires a set of suitable and complete business model to have a high possibility of success.
      The research results show that “fully understanding customers’ needs” is the necessary capability to develop EC successfully and customer and member base is the critical success factor. Also, “value creation” can be achieved through the development of social networks and blog marketing; at the same time, the research also shows that travel agencies are gradually developing cross channel integration in the process of developing electronic commerce: whether it is virtual travel agency moving from virtual to brick and mortar or traditional agency moving from brick and mortar to virtual, they tend to move toward the integration of click-and-mortar. EC is not just simply establishing a web site: it also includes solving problems such as internal process transformation, computerization, networking, and communicating with external resources etc. It bounds to change certain part of work which employees perform currently and induces behavior changes in consumers. The critical point to the success of the tourism EC is how to coordinate so that employees will accept the new work model and consumers will accept new consumption method.
    關鍵字(中)
  • 虛實整合
  • 資源基礎理論
  • 電子商務
  • 旅遊業
  • 旅行社
  • 關鍵字(英)
  • Resource-based Theory
  • Click-and-mortar
  • Travel Agency
  • RBT
  • Tourism
  • Electronic Commerce
  • 論文目次 中文摘要................................................................................................I
    ABSTRACT..........................................................................................II
    誌 謝.....................................................................................................III
    目 錄.....................................................................................................IV
    圖目錄.................................................................................................VII
    表目錄................................................................................................VIII
    第一章 緒論..........................................................................................1
    第一節 研究背景..................................................................................1
    第二節 研究動機..................................................................................5
    第三節 研究目的..................................................................................7
    第四節 研究流程..................................................................................8
    第五節 論文架構..................................................................................9
    第二章 文獻探討...............................................................................10
    第一節 網際網路與電子商務...........................................................10
    一、網際網路....................................................................................10
    二、電子商務....................................................................................13
    第二節 旅遊產業分析.......................................................................17
    一、旅行業的定義與結構................................................................17
    二、旅行業的特性............................................................................18
    三、台灣旅行業產業之發展與現況................................................20
    第三節 旅遊產業與電子商務...........................................................27
    一、線上旅遊產業的興起................................................................27
    二、電子商務對旅遊產業之影響....................................................28
    三、台灣旅行業電子商務發展現況................................................29
    第四節 價值創造...............................................................................31
    第五節 資源基礎理論(Resource-based Theory,RBT)...............36
    一、資源基礎理論沿革....................................................................37
    二、資源基礎理論之思考架構與內涵............................................38
    三、資源的累積與創造....................................................................40
    四、資源的分類................................................................................40
    五、資源基礎理論之策略思考邏輯................................................41
    第三章 研究設計...............................................................................44
    第一節 研究架構...............................................................................44
    第二節 研究方...................................................................................45
    第三節 研究範圍與對象...................................................................46
    一、研究範圍....................................................................................46
    二、研究對象....................................................................................47
    第四節 研究限制...............................................................................48
    第四章 個案描述...............................................................................50
    第一節 L旅行公司.............................................................................50
    一、L公司簡介..................................................................................50
    二、L公司背景..................................................................................51
    三、L公司獲獎與成長記錄..............................................................51
    四、L公司發展電子商務重大事紀..................................................53
    第二節 S旅行公司............................................................................54
    一、S公司簡介.................................................................................54
    二、S公司背景.................................................................................55
    三、S公司成長記錄.........................................................................55
    四、S公司發展電子商務重大事紀.................................................56
    第五章 實證研究...............................................................................57
    第一節 個案分析...............................................................................57
    一、L旅行公司..................................................................................57
    二、S旅行公司.................................................................................62
    三、小結............................................................................................66
    第二節 綜合比較...............................................................................67
    一、綜合旅行社發展電子商務的資源優勢....................................67
    二、綜合旅行社發展電子商務的競爭策略....................................69
    三、綜合旅行社發展電子商務的缺口(困難與挑戰)................72
    第三節 綜合歸納整理.......................................................................73
    一、綜合整理....................................................................................73
    二、旅行業從事電子商務發展成功關鍵因素................................74
    三、對旅行業者的建議....................................................................76
    第六章 結論.......................................................................................77
    第一節 研究結果...............................................................................77
    一、研究發現....................................................................................77
    二、管理意涵....................................................................................79
    三、策略建議....................................................................................80
    第二節 後續研究建議.......................................................................83
    參考文獻............................................................................................84
    一、中文部份....................................................................................84
    二、英文部份....................................................................................86
    三、相關網站....................................................................................89
    附錄一 訪談大綱...............................................................................90
    附錄二 訪談逐字稿.................................................................................................92
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    三、相關網站
    1.Alexa網站,網址:http://www.alexa.com/
    2.中華民國(台灣)交通部觀光局,網址:http://admin.taiwan.net.tw/
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    5.台灣網路資訊中心,網址:http://www.twnic.net.tw/
    6.資策會產業情報研究所(MIC),網址:http://mic.iii.org.tw/intelligence/
    7.資策會創新應用服務研究所(FIND),網址:http://www.find.org.tw/find/
    8.經濟部技術處創新科技應用與服務計畫網站,網址:http://itas.tdp.org.tw/
    9.燦星旅遊網,網址:http://www.startravel.com.tw/
    10.星遊記部落格,網址:http://www.starblog.com.tw/
    11.雄獅旅遊網,網址:http://www.liontravel.com.tw
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    13. 創市際市場研究顧問,網址:http://www.insightxplorer.com/
    口試委員
  • 李清潭 - 召集委員
  • 黃振聰 - 委員
  • 梁慧玫 - 指導教授
  • 口試日期 2009-06-09 繳交日期 2009-07-22

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