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博碩士論文 etd-0814122-124236 詳細資訊
Title page for etd-0814122-124236
論文名稱
Title
旅遊和休閒娛樂電商平台之創新顧客旅程─以KLOOK客路為例
An Innovative Customer Journey of a Travel, Leisure and Recreation Electronic Commerce Platform: A Case Study of KLOOK
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
66
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2022-09-08
繳交日期
Date of Submission
2022-09-14
關鍵字
Keywords
服務藍圖、顧客旅程、跨境電商、線上旅行業、4Cs行銷理論
Customer Journey, cross-border ecommerce, Online Travel Agency, Service Blueprint, Marketing theory of 4Cs
統計
Statistics
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中文摘要
數十年來持續成長的國際旅遊市場,深受新冠肺炎等疾病威脅、各國嚴管邊境的影響;旅遊產業相關業者及從業人員,為數眾多且同樣生計艱難。國際旅遊市場長時間未能恢復至新冠疫情之前,更使得原本專長於透明並簡化國際旅行相關服務的線上旅遊平台,在市場需求萎縮的情況下,失去旅人的關注,也失去營收來源、無法賦能生態系。
疫情雖導致跨境旅遊市場近乎消失,卻為跨境電子商務開啟巨大商機;疫情發生後,多數國家源自跨境電商的進口報關金額,皆創下歷史新高。本研究依「設計科學研究法」各步驟設計,解決:線上遊業者無法如常經營跨境旅遊活動時,善用現有資源同時發展跨境電商服務、把握商機,同時得以持續回應旅客需求、增加資源供應商收益,並穩固所處的生態系。
本研究首先以線上旅遊平台的顧客旅程 (Customer Journey),找出旅程中原本必須等待「人」跨境而產生的實體接觸點,亦即受疫情影響造成的旅程斷點;再依以消費者為導向的4Cs行銷理論,說明線上旅遊平台現有資源足以支援平台涉入跨境電商服務、新產生一個不因國際旅遊停滯而中斷之顧客旅程,吸引旅客和資源供應商持續使用。並以KLOOK為例,說明該跨境電商顧客旅程,確實為旅客和資源供應商所需,也因此增加使用KLOOK的時機。
Abstract
The threat of illness and closed borders caused by the pandemic of Covid-19 have shirked the market of international tourism; living for both employers and employees of tourism related industries have become seriously difficult. The pandemics have destroyed the opportunities of international travel, however, vibrantly bloomed the market of cross-border ecommerce. During this time, the declaration amount for almost all economics entities reached record high. Hence, this study is to discuss that via applying the resources owned by the online travel agency (OTA) also onto the cross-border ecommerce can help to empower its ecosystem.
Follow the ‘Design Science Research Methods’, this study first to clarify possible issues via the Customer Journey of OTA due to the disrupted international travel. Second, base on the Marketing theory of 4Cs tells the functions are also fully able to response customers’ needs. Third, to consult a new customer journey could stabilize the cooperation with local suppliers by able to make fortune even via running the cross-border ecommerce. Moreover, to find out the preferences of travelers and to promote or adjust contents and flow of service accordingly.
Last, take KLOOK as the example to illustrate how to well-used its resources also onto the cross-border ecommerce. Further, to develop another customer journey work whether there is an international travel or not, and which able to maintain the connection with resources suppliers and travelers.
目次 Table of Contents
審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 3
第二章 文獻探討 5
第一節 線上旅行業 (Online Travel Agency, OTA) 5
一、 線上旅行業價值共創生態系 5
二、 線上旅行業PESTELE (STEEPLE)分析 7
三、 新冠肺炎 (Covid-19)疫情對旅遊產業之衝擊 10
四、 線上旅行業的主要營運模式 12
第二節 業界相關案例 16
一、 KKday 16
二、 Booking Holdings 18
三、 creatrip 19
四、 Google Travel 20
第三節 理論概念 21
一、 顧客旅程 (Customer Journey) 21
二、 4Cs行銷理論 21
第三章 研究方法 23
第一節 設計科學研究法 23
第二節 研究流程與步驟 26
第四章 設計與發展解決方案 29
第一節 線上旅遊平台的顧客旅程 29
一、 搜尋旅遊資訊 33
二、 瀏覽推薦商品 33
三、 下單購物 34
四、 配送 34
五、 收貨 34
第五章 展示與評估 35
第一節 個案簡介 35
一、 KLOOK之創立、募資與發展 35
二、 KLOOK在新冠疫情下的應變 36
三、 KLOOK搜尋關鍵字流量表現 41
第二節 KLOOK之創新顧客旅程 45
第三節 評估創新方案 47
第六章 研究結果討論與結論 49
第一節 研究貢獻 49
一、 學術貢獻 49
二、 實務貢獻 49
第二節 研究限制與未來研究方向 50
參考文獻 51
參考文獻 References
參考文獻
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