台灣旅遊業經營管理與營運策略 - 政大學術集成

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(1)立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(2) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 2. i n U. v.

(3) 50. EMBA. EMBA. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. EMBA. I. 103.

(4) 饋,000. 3. 饋0 饋.5. 立. 政治大. 3. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. II. i n U. v. 5.

(5) ........................................................................................................ I ....................................................................................................... II ............................................................................................................ III ......................................................................................................... V ........................................................................................................ VI ...........................................................................................1 .......................................................................... 1 ...................................................................................... 2 ...................................................................................... 3. 立. 政治大 ............................................................................4. ‧ 國. 學. .................................................. 4 ..................................................................................... 6 ...................................................................................... 7 ................................................................................... 9 ................................................................................ 11. PEST. ‧. SWOT. Nat. ..................................................... 13. n. al. .................................................................................... 13 .................................................................................... 14. er. io. sit. y. -. Ch. i n U. v. .......................................................................... 15. engchi. .................................................................................... 15 ................................................................................ 18 .................................................................... 20 ............................................ 21 M .............................................................. 24 .................................................................................. 27. A. (1988-2000) ...................................................... 27 2000~2016 ........................................ 29 ............................................................................ 53. ............................................................................................... 56 A ......................................................................................................... 62 III.

(6) ......................................................................................... 63 ......................................................................................... 63. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. IV. i n U. v.

(7) 1-1. .......................................................... 2. 饋-1. .......................................................................................... 5. 4-1 饋015. ................................................... 15. 4-饋. .......................................... 19. 5-1. A. 5-饋 A. 饋000. 5-3 A. ............................ 饋8 饋009. PEST. ...................... 3饋. .................................... 34. 政治 ......................... 36 大. 饋000-饋009 SWOT. 5-5 A. 饋010-饋016 PEST. ......................... 4饋. 5-6 A. 饋010-饋016 PEST. ......................... 45. 5-7 A. 饋010-饋016 SWOT. ......................... 48. ‧. ‧ 國. 立. 學. 5-4 A. n. er. io. sit. y. Nat. al. Ch. engchi. V. i n U. v.

(8) 1-1. ............................................... 3. 饋-1 PEST. .............................................. 6. 饋-饋. ............................................... 7. 饋-3. Nokia. ................................. 8. 饋-4 SWOT. .......................................... 9. 饋-5 SWOT. Nokia. ............................... 10. 饋-6. ............................................ 1饋. 4-1. ........................................ 饋0. 立. 5-1 PEST. ‧ 國. 5-3. ....................................... 30. 學. 5-饋 PEST. ........................................ 33 ........................................... 35. ....................................... 40. er. io. ........................................ 43. 5-9 饋010. 饋016. n. 5-8 SWOT. al. 5-10 IPO. ................... 38. sit. 5-6 PEST 5-7. A. y. Nat. 饋009. ‧. 5-4 SWOT 5-5 饋000. 政治大 .................................. 饋9. Ch. i n U. v. ........................................... 46 A. engchi. ................. 50. ........................................... 5饋. 5-11. ................................. 55. 5-1饋. ....................................... 55. VI.

(9) 立. 饋015. 11.3% The World Travel & Tourism Council 饋015. 1.8%. 3,043. ‧. 饋6. io. sit. y. Nat. n. al. er. GDP. ‧ 國. (WTTC). 4,635. 饋014. 學. 1,184. 政治大 1,318 饋,976. Ch. engchi. 1. i n U. v. 饋.3%.

(10) 政治大. 學. -. ‧. ‧ 國. 立. -. y. Nat. n. al. er. io. -. sit. -. -. Ch. 1-1. engchi. 2. i n U. v.

(11) 1-1. (. 學. PEST. ). ‧. ‧ 國. 立. 政治大. io. n. al. y. SWOT. ). sit. (. er. Nat. A. Ch. engchi. 3. i n U. v.

(12) PEST. SWOT. PEST. SWOT. 立. ‧. ‧ 國. 學. Chandler. Strategy and Structure. er. io. sit. y. Nat. 196饋. 政治大. n. al. (. Ch. engchi. i n U. v. ). Michael Porter. (. (1980). (. (饋000). -Trade off ). 1. 饋. 3. 4. ).

(13) 4. (饋001). (饋005). 饋-1. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 5. i n U. v.

(14) PEST PEST. Political. Social. Technological. Economic. 4. PEST legal. Environmental Political. Social. Ecological Economic. Environmental. Technological. 饋-1 PEST. 學. ‧ 國. 立. 政治大 P. ‧. n. al. er. io. sit. y. Nat. T. Ch. engchi U. v ni. E. S FB LINE. UBER Airbnb( PESTEL analysis of the macro-environment, 2007, Oxford University Press 6. ).

(15) ·. 饋-饋 Porter. 立. (Michael Porter). 80. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Porter, M. E., 1980, Competitive Strategy, Techniques for Analyzing Industries and Competitors, N.Y., Fres Press.. 7.

(16) NOKIA Nokia Nokia iOS 饋010. Symbian. Android. Nokia IDC. Symbian. 饋01饋. 10. Nokia. Nokia 饋-3. 政治大. Nokia. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. APPLE. eHTC n gGoogle chi. 8. i n U. v. Android.

(17) SWOT SWOT. TOWS. 饋0 ·. 80 , Weaknesses. Strengths. Opportunities. Threats. SWOT. 饋-4 SWOT. 政治大. 立. ‧. ‧ 國. 學. SWOT. Strength. n. er. io. sit. y. Nat. al. Ch. engchi. Opportunities. SO WO. Weakness. (Max- Max. ). ST. (Min- Max. ). WT. i n U. v. Threats. (Max- Min (Min- Min. ) ). Weihrich, Heina , 1982 ,The SWOT Matrix-A Tool for Situational Analysis, Long Range Planning, Vol.15, No.2,pp. 54-66. 9.

(18) SWOT SWOT. NOKIA. 饋011-饋01饋. SWOT. NOKIA. 饋013 NOKIA. 9. NOKIA. 10 NOKIA. Symbian. NOKIA. 饋-5 SWOT. SWOT. Nokia. Opportunities 1. 2. 3. 4.. Threats. 立. 1. 治政大 2. 3.. ‧ 國. 學. Strength. n. al. er. io. sit. y. Nat. windows phone 8( ). 3.. Weakness 1. iOS Andriod windows phone 8 2. 3.. ‧. 1. 2.. Ch. engchi. 10. NOKIA. i n U. v.

(19) 1970 BCG Matrix Stars Cash Cows. Question Marks. Dogs. . . 立. ‧ 國. ‧ er. io. sit. y. Nat. . 學. . 政治大. n. al. Ch. engchi /. . v. /. / /. . i n U. / 11.

(20) /. 饋-6. -BCG. 市場成長率. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. i n U. v. Boston Consulting Group, 1970, BCG Product Portfolio Matrix.. Ch. engchi. 12.

(21) -. 2015. A. 立. -. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 13. i n U. v.

(22) PEST. SWOT. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 14. i n U. v.

(23) (World Tourism Organization. 政治大. 立. ‧. ‧ 國. 學 y. 饋015. io. sit. Nat. 饋1 饋014. al. 4.4%. n. (World Tourism Organization, 饋015). Ch. International Tourism.Wolrd. engchi. i n U. 1990 饋000 饋005 饋008 饋009 饋010 饋011. 1,184. er. ... UNWTO). v. 饋01饋. 饋013. 饋014. 饋015. International Tourist Arrivals (overnight visitors) (million). 435. 674. Index (饋008=100). 809. 9饋8. 89饋. 950. 994 1,040 1,088 1,134 1,184. 100. 96. 10饋. 107. 4-1 饋015 World Tourism Organization, 饋015. 15. 11饋. 117. 1饋饋. 1饋8.

(24) 饋008 7%. 饋009. (. 6 饋016) 饋01饋饋013. 900. 立. 9,785. (. 饋015. 學. 750. 5,457. ‧. 71.89%. (. y. Nat. 饋010. n. al. er. io. sit. ). 饋015. 饋014. 饋015). ‧ 國. 1,043. (. 政治大饋014). Ch. n U engchi. iv. 4% 5%. 饋013 饋饋%. 饋011. 饋.49%. 1~饋% 饋015. 1,318. 饋,976. 16. 31%.


(26) 1. 饋.. 3.. 1.. B2B. 饋.. B2C. 3.. B2B2C. 4.. 立. B2E 5.. ‧ 國. 學. B2B2E. 政治大. 6.. 4. ‧. 7.. sit. y. Nat. 8.. 1.. B饋C B饋E. al. n. 10.. er. io. 9.. Ch. engchi. 饋. 3. 4. 5. 6. 7. 8. 18. i n U. v.

(27) 9. 1.. B饋C B饋E. 饋. 3.. 饋. 6. 4. 5. 6. 4-饋. 立. 政治大 -. 饋016/1饋/7. http://admin.taiwan.net.tw/public/public.aspx?no=饋0饋. ‧. ‧ 國. 學. Nat. B2B ( Business. . B2C ( Business. . B饋B饋C (Business to Business to Consumer). sit. y. to Business). er. io. . n. a l to Consumer) v i n Ch engchi U. B2E ( Business to Enterprise). B2B2E ( Business to Business to Employee). 19.

(28) Local operator. 立. 4-1. 政治大. ‧. ‧ 國. 學 (Local operator). n. er. io. sit. y. Nat. al. Ch. engchi /. 饋013. 20. i n U. v.

(29) ;. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 911. SARS 311. 911. 饋011 21. 3. 11.



(32) M 饋016. 15. (. M. 饋015. ) A. 政治大. 立. ‧. ‧ 國. 學. A. n. er. io. sit. y. Nat. al. Ch M. engchi. 24. i n U. v.

(33) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. M. Ch. engchi. 25. i n U. v.


(35) A. A A. 饋009. 饋016 A. 立. ‧ 國. 學. (1988-2000). ‧. 1988. io. al. n B饋B. y. sit. Nat. B饋B. er. A. 政治大. Ch. engchi 饋001. i n U. 饋008 饋000. 27. v. 饋00.

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(37) A A. 2000~2016 16. 饋000. 饋010 饋016. 饋009. PEST SWOT A. A A 饋000. 立. 5-1 PEST. 饋016. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 29. i n U. v.

(38) 饋000. 饋009. A. PEST 5-饋 PEST. P. 政治大. 立. T. E. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat FB LINE. S. Ch. engchi. i n U. v. UBER Airbnb(. PESTEL analysis of the macro-environment, 2007, Oxford University Press. 30. ).

(39) 饋000. VOIP 3G. 饋001. ,. 911. 立. 911. ‧ 國. ‧. SARS. 學. 饋003. 政治大. n. al. er. io. sit. y. Nat SARS. Ch. engchi. i n U. v. 饋004. 饋005. 饋007. 90. Apple. iPhone. app. Google Android. 31.

(40) 饋008. 饋008 饋008 3饋9,饋04. 饋015. 4,184,10饋. 1饋. 政治大 social media. Facebook. 立 A. 饋000. 饋009. ‧. ‧ 國. 學 PEST. io. sit. y. Nat. n. al. er. 5-饋. Ch. engchi. 32. i n U. v.

(41) A 5-3. 立. 政治大. Porter, M. E., 1980, Competitive Strategy, Techniques for Analyzing. ‧ 國. 學. Industries and Competitors, N.Y., Fres Press... ‧. n. al. er. io. sit. y. Nat. 饋009. Ch. engchi. 饋009. •. 饋000. 33. i n U. v.

(42) • 饋007. •. A A 饋000. B饋B B饋B. B饋C. OTA 政治大. Online Travel Agency. 立. ‧. ‧ 國. 學 y Air Aisa Jetstar Tiger Air. al. LCC. n. LCC *. Ch. engchi. i n U. 饋000 Agoda Booking.com. 5-3. LCC. sit. io. 饋004. Low Cost Carrier. A 34. Jetstar. er. SARS. Nat. 饋003. v. LCC.

(43) PEST. A. SWOT. 5-4 SWOT. SWOT. Strength. Opportunities. y ). ST. sit. (Max- Max. (Max- Min. er. io. a(Minl C Max ) WT n i v(Min- Min hengchi U. n WO. Threats. ‧. Nat. SO. 政治大. 學. ‧ 國. 立. Weakness. ) ). Weihrich, Heina , 1982 ,The SWOT Matrix-A Tool for Situational Analysis, Long Range Planning, Vol.15, No.2,pp. 54-66. 35.

(44) •. W. • •. 911. SARS. • •. EC. •. •. 立. •. ERP. SWOT a2000-2009 iv l C n hengchi U. n. A. io. 5-4. sit. •. y. Nat. •. er. •. ‧. ‧ 國. 學. •. 政治大. A. 911. 饋001. SARS 饋003. A. 饋005 36.

(45) A. A. 立. A. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 37. i n U. v.

(46) 5-5 饋000. 饋009. A. 市場成長率. 立. 政治大. Boston Consulting Group, (1970). BCG Product Portfolio Matrix. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. 市場成長率. engchi. 38. i n U. v.

(47) A. A. A ERP. 饋008. 立. 政治大. ‧ 國. 學 ‧. A. n. al. er. io. sit. y. Nat. 饋009. A. Ch. engchi. i n U. v. 饋008 饋009 39. 380.

(48) A. PEST. 5-6 PEST. P. 立. T. 政治大 E. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat FB LINE. S. Ch. engchi. i n U. v. UBER Airbnb(. PESTEL analysis of the macro-environment, 2007, Oxford University Press.. 40. ).

(49) PEST 饋010. ECFA 117.6% 1,855. 68.饋%. APP 饋011. • •. 立. 政治大. ‧. ‧ 國. 學 y. sit er. al. n. 饋01饋. io. •. 311. Nat. •. Ch. engchi. • •. 饋013. 饋014 4G 41. i n U. v.

(50) 饋015. • • •. TWNIC 1饋. 饋009 饋015. 83.7%. 饋009. 15.9%. •. 立. 74%. 政治大. ‧ 國. A. ‧. 2010-2016 PEST. io. sit. y. Nat. n. al. er. 5-5. 饋015. 學. 饋016. 70.9%. Ch. engchi. 42. i n U. v.

(51) A 5-7. 立. 政治大. ‧. ‧ 國. 學 er. io. sit. y. Nat. al. Porter, M. E., 1980, Competitive Strategy, Techniques for Analyzing. n. v i n Industries andCCompetitors, N.Y., Fres Press. hengchi U. 43.

(52) •. 饋011. LCC. 饋014. Tigerair. M. •. 立. ‧ 國. y. sit. n. al. er. io. LCC. ‧. LCC. Nat. •. 學. • LCC. 政治大. Ch. engchi. LCC. •. •. 44. i n U. v.

(53) Viator. 5-6 A. klook. kkday. 政治大. 饋010-饋016. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 45. i n U. v.

(54) PEST. A. SWOT. 5-8 SWOT. SWOT. Strength. 立. Weakness. 政治大 Threats. (Max- Max. ). (Max- Min. io. er. ST. sit. Nat SO. y. ‧. ‧ 國. 學. Opportunities. ). n. a l (Min- Max ) WT i v (Min- Min ) n Tool for Situational C , 1982 ,The SWOTUMatrix-A Weihrich, Heinah engchi WO. Analysis, Long Range Planning, Vol.15, No.2,pp. 54-66. 46.

(55) •. LCC 饋016 7饋7. 4. 饋0. •. A 75% •. •. ‧ 國. ‧ sit. n. al. er. io. •. y. Nat. •. 學. •. 立. 政治大. n U engchi. Online TravelC Agency h ) •. •. LCC. • • •. 47. iv. OTA (. A.

(56) •. 70. •. ERP 饋015. •. 5-7 A. 饋010-饋016 SWOT. 立. 政治大. ‧ 國. 學. 饋009 饋010. y. ‧. Nat. n. Ch. 70. engchi. er. io. al. A. sit. M. i n U. v. A 饋009 730. 饋016 饋5. A 65. 1饋0. 48. 300 40.

(57) 饋015. 饋011. 311. A 311. A. A 政治大. 饋01饋. 立. LCC. ‧ 國. 學饋014. n. al. er. io. sit. y. Nat. A. ‧. LCC. Ch. engchi. .... 49. i n U. v. ClubMed.

(58) 5-9 饋010. 饋016. 市場佔有率. 立. A. 政治大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. Boston Consulting Group, 1970, BCG Product Portfolio Matrix. Ch. engchi. i n U. 市場佔有率. (. 50. v. ).

(59) A. 饋010. A IT. 饋014. ERP A. 1.0. 饋016. 饋.0 饋014. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 51. i n U. v.

(60) 5-10 IPO. Price. Liquidity. Offering. IPO. Publicity. ‧ y. sit. 7. io. http://www.iacapital.com.tw/news_02.asp?NewsID=49. al. n 饋015. 9. Ch. engchi. A IPO. ? PLS IPO. er. 3. Nat. 饋015. Sequential Financing. 學. Internal Control. ‧ 國. 立. 政治大. i n U. 饋015 饋016. 52. 7. v. 9 740.

(61) A. ( ). 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. ( ). 1.. 53. i n U. v.

(62) EC 饋.. ERP. 3.. 立. 政治大. ‧. ‧ 國. 學. ( ). e. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. ( ). ? ?. 54. ?.

(63) 5-11. 1. 政治大饋.. 1.. 饋.. 立. ‧. ‧ 國. 學. Nat. sit. n. er. io. al. y. 1. 饋.. Ch. engchi. 55. i n U. v.

(64) 立. ‧. ‧ 國. 學. io. sit. y. Nat. n. al. er. 5-12. 政治大. Ch. engchi. 56. i n U. v.

(65) ( ). 1.. 立. ‧. ‧ 國. 學. 饋.. 政治大. n. er. io. sit. y. Nat. al. Ch. engchi. 3.. 57. i n U. v.

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(67) . . . 立. ‧. ‧ 國. 學. :. n. al. er. io. sit. y. Nat. 1.. 政治大. 饋.. :. Ch. engchi. ATM. 3.. :. 4.. 59. i n U. v.

(68) ?. 5.. 6.. 立. ‧. ‧ 國. 學 y. sit. n. al. er. io. 1.. Nat. ( ). 政治大. Ch. engchi. XML API WEB SERVICE. 饋.. 60. i n U. v.

(69) 3.. 4.. 立. 政治大 APP. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. ( ). Ch (. e nA)g c h i. 61. i n U. v.

(70) A. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 62. i n U. v.

(71) (. ). 1.. 饋001. -. 1.. 饋005. -. 饋.. 饋015. 饋000 1998. 5.. 199饋. 立. 政治大. 學. ‧ 國. 4.. 饋013. ‧. 6.. -. ). sit. Nat. (. y. 3.. :. n. al. er. io. 1.Belsley, D. A., E. Kuh, and Welsch R. E., 1980, Regression Diagnostics. New York, NY, John Wiley & Sons.. Ch. engchi. i n U. v. 饋.Beneish, M. D., and Harvey C. R., 1992, The specification of the earnings returns relation, Working paper, Duke University. 3.Boston Consulting Group, 1970, BCG Product Portfolio Matrix. 4.Chandler, 1962, Strategy and Structure, MA. Cambridge, MIT Press. 5.Porter, M. E., 1980, Competitive Strategy, Techniques for Analyzing Industries and Competitors, N.Y., Fres Press. 6.PESTEL analysis of the macro-environment, 2007, Oxford University Press. 7.Weihrich, Heina , 1982 ,The SWOT Matrix-A Tool for Situational Analysis, Long Range Planning, Vol.15, No.2,pp. 54-66. 63.

(72) 8. The World Travel & Tourism Council, 2016, Travel & Tourism ECONOMIC IMPACT 2016 TAIWAN, pp. 5.. 1.. http://taiwan.net.tw/.. 2. World Tourism Organization (UNWTO)2015. http://www2.unwto.org/.. 3. Nokia : http://www.nokia.com/zh_int. 4.. ? PLS IPO 3. 7. http://www.iacapital.com.tw/news_02.asp?NewsID=49.. 政治大. 5. 7. 立http://travel.ettoday.net/article/529910.htm.. 6. 學 ‧. ‧ 國. y. Nat. io. sit. 饋015. n. al. er. 饋015. Ch. engchi. 64. i n U. v. M.

(73)