Title page for etd-0607116-105005


[Back to Results | New Search]

URN etd-0607116-105005
Author Chieh-Min Pien
Author's Email Address No Public.
Statistics This thesis had been viewed 5367 times. Download 0 times.
Department EMBA
Year 2015
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on Multi-brand Strategies of Travel Agencies
Date of Defense 2016-06-04
Page Count 56
Keyword
  • multi-brand strategy
  • brand equity
  • brand-oriented
  • Abstract As our gross national income increases, recreation and travelling have become more important than ever. Travel agencies have also started to focus on enterprise management and brand oriented methods. Until today, there are two public traded travel agencies, two OTC ones, two at emerging stock markets and a few others on their way. It’s clear that the importance of brand equity is getting higher and higher. Looking at the brand strategy of travel agencies from a marketing perspective, it is becoming more difficult to put all factors, including product segments, targeted customers, and market positioning, into consideration simultaneously. In order to expand customer sources and increase market share, developing multi-brand strategies is a possible approach for travel agencies. Multi-brand may occur under the circumstances of mergers and acquisitions, or may also be a division from the parent brand. Different levels of dependence on the parent brand could also lead to different results, further analysis according to this topic will be provided in the later chapters.
    This research is devoted for understanding the ongoing multi-brand methods in the industry and also their effects. Furthermore, we analyze the possible results due to different dependence level on the parent brand. Feasible solutions when facing problems are also provided in the research.
    In order to effectively open up new customer sources and lead the travelling industry to more diverse developments, it is important to understand the different demands among various customer groups and elaborate a precision marketing plan accordingly. This research aims to provide a closer view on these topics related to the multi-brand method and hopes to make the most of these strategies.
    Advisory Committee
  • Hsien-tang, Tsai - chair
  • Hsiao-Hui Ho - co-chair
  • Cher -Min Fong - advisor
  • Cher-Hung Tseng - advisor
  • Files
  • etd-0607116-105005.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2016-07-07

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys