以新科技提供創新式旅遊服務 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧ 國. 學 ‧. 以新科技提供創新式旅遊服務 sit. y. Nat. An innovative Travel Platform That Provides a. n. al. er. io. Total Solution with New Technology. Ch. engchi. i n U. v. Student: Robert Lin Advisor: Professor Jack Wu. 中華民國一○五年七月 July 2016.

(2) 以新科技提供創新式旅遊服務 An innovative Travel Platform That Provides a Total Solution with New Technology. 研究生：林奕辰. Student: Robert Lin. 指導教授：吳文傑. 政治大國立政治大學. 學. ‧ 國. 立. Advisor: Jack Wu. ‧. 商學院國際經營管理英語碩士學位學程碩士論文. er. io. sit. y. Nat. A Thesis. n. a to International MBA Program Submitted iv l C n U NationalhChengchi University engchi. in partial fulfilment of the Requirements for the degree of Master in Business Administration. 中華民國一○五年七月 July 2016.

(3) Table of Contents 1. Executive Summary................................................................................................................ 1. 2. General Company Description ............................................................................................... 2. 3. Travel Industry Overview ....................................................................................................... 4. 4. Our Product .......................................................................................................................... 16. 治政大 20 5. Depth Description ................................................................................................................. 立 ‧ 國. 學. 6. Supplier Analysis .................................................................................................................. 26. ‧. 7. Competition Analysis ........................................................................................................... 28. Nat. er. io. sit. y. 8. Marketing Plan ..................................................................................................................... 33. 9. Management and Organization............................................................................................. 43. n. al. Ch. engchi. i n U. v. 10. Financial ............................................................................................................................. 45. 11. References .......................................................................................................................... 49. i.

(4) 1. Executive Summary Travel industry has been growing globally as well as in Taiwan. This business plan is aimed to take on the opportunity and grow and serve global traveler needs with new technology, starting from the Taiwan market. Our travel platform - Smart Travel Inc. is an innovative platform that provides full travel agency service to the customers. From trip planning, booking to touring, the platform provide tailor made destination planning and controllable travel quality. Through technology, our Smart Planning System provide automated smart. 治政 planning recommendations, our virtual tour guiding with 大augmented reality on Google glass, 立 and our remote live support produces improved travel experience. The key difference for our ‧ 國. 學. service is that we standardize the travel quality by not having tour guides and tour captains,. ‧. and it results in consistent travel experience. Our business model is different from other travel agencies. Our platform charges customers for service charges, which is separated from the. y. Nat. er. io. sit. touring product itself. The service charge is a fixed rate on top of the total booking amount. This business model has many advantages: we put our company on the same side with our. n. al. Ch. i n U. v. customers and help the customers find the most suitable suppliers at the destination. Besides,. engchi. unlike traditional travel agencies, which will always have supplier preferences due to cost and pricing issue, our goal is to create a touring experience that fits each different individual’s travel needs. As a result, our company develops different kind of relationship with suppliers. We will recommend suppliers based on customer reviews and feedback, and develop long term relationship on that basis. Our marketing effort will be focusing on online channels, with emphasis on social media. Lastly, we expect our company to break even in third year of operation and recover all the investments in the fourth year. The Resulting ROI is 73.6%.. 1.

(5) 2. General Company Description Mission Statement: Provide one stop solution for travelers with tailor made travel planning and consistently quality of travel experience.. Company Goals and Objectives: Improve the travel experience provided by traditional travel agencies with new technology. Provide fully customizable travel planning without complicated research and planning, and match the most suitable suppliers to every traveler’s needs.. 立. 政治大. Business Philosophy: Service with extensive use of technology and data analysis for best. ‧ 國. 學. efficiency and effectiveness.. ‧. Target Customer: Our service will be targeting all ages and segments of travelers who are. Nat. er. io. travel: from business to leisure, from long term to short stop.. sit. y. comfortable with using technology gadgets. The flexible planning nature fits all purpose of. al. n. v i n With the table provided, it is shown C h that the preferredUway of arranging touring is actually engchi done by individuals through booking services, and our company goal compliment the needed service very well.. Taiwan Consumer Travel Arrangement Preference from 2009 - 2014. Individu. 2009. 2010. 2011. 2012. 2013. 2014. 64.4. 66.1. 64.9. 65.1. 62.3. 67.9. 35.6. 33.9. 35.1. 34.9. 37.7. 32.1. al Grouped. 2.

(6) Source: Tourism Bureau, R.O.C.. Taiwanese outbound travel purpose is diverse, and leisure travel takes up the majoring of the traveler count (65.2%) with the table provided below. Our service can help arrange all types of travel needs. Taking business travel for example, our customer can book their business travel and put in extra one or two arrangement of close-by attraction after the business activities. This type of arrangement is usually not considered due to limited time of planning,. 政治大. but our service will make it very easy to plan and execute with our planning system. 立. 學. %. Leisure. 65.2. Business. 21.3. Nat. n. al. 0.6. er. io. Study. 12.7. Other. Source: Tourism Bureau, R.O.C.. sit. Visit Relatives. y. Purpose Type. ‧. ‧ 國. 2014 Outbound Travel Purpose Breakdown. Ch. engchi. v 0.2i n U. Legal Form of Ownership: Limited Liability Corporation. 3.

(7) 3. Travel Industry Overview Definition: The travel industry is agencies that provide the booking services for travel needs or sales packaged touring services to travelers including arrangements of travel planning, lodging, dining, tour guiding and etc.. Global Market View. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Source: https://skift.com/2015/04/13/five-charts-that-explain-the-size-of-the-global-travel-industry-in-2015. According the United Nation World Tourism Organization (UNWTO) 2015 annual report, the tourism industry contributed 10% of the global GDP, and amounted over 7 trillion USD sales value globally in 2014. The international tourist arrival number increased by 4.4% in 2015 reaching 1.1 billion travelers, and the growth rate has be over 4% for six straight years. The growth rate of inbound visitors for developed countries (over 5%) is greater than emerging 4.

(8) countries (over 4%). The market remain strong overall with positive outlook with considerations that affect individual country performance such as economic condition, exchange rate fluctuation, terrorist related safety issues, and oil price. Oil price plays a crucial role. Recent oil price drop has helped increase disposable income globally and reduce the travel transportation cost such as air fare. On the long run, the industry growth is also expected to continue.. 政治大 out of over 1.1 billion international outbound travelers, 46% of them are from the emerging 立. As for the composition of travelers worldwide, in World Travel and Tourism Council, in 2014,. ‧ 國. 學. economies comparing to 38% in year of 2000. The global economy growth and increased traveler number and travel spending is the key to the travel industry growth.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Source: http://skift.com/wp-content/uploads/2015/04/Screen-Shot-2015-04-12-at-7.52.14-PM.png. 5.

(9) Big tourism markets around the globe: The most popular destinations are either in America or Europe continent with the exception of China in 2014. The detailed numbers and locations are shown in the following graphs. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 6. i n U. v.

(10) Most International Tourist Arrivals in 2014 UNWTO. International International Change Change. Region [3]. tourist. tourist. (2013 to (2012 to. arrivals. arrivals. 2014). 2013). (2014)[1]. (2013)[1]. (%). (%). Rank Country. 1. France. Europe. 83.7 million. 83.6 million. 0.1. 2.0. 2. United States. North America 74.8 million. 70.0 million. 6.8. 5.0. 3. Spain. 7.1. 5.6. 4. China. - 0.1. -3.5. 5. Italy. 6. Turkey. 7. Germany. 8. United Kingdom. 9. Russia. 10. Mexico. 47.7 million. 1.8. 2.9. Europe. 39.8 million. 37.8 million. 5.3. 5.9. Europe. 33.0 million. 31.5 million. 4.6. 3.7. Europe. 32.6 million. 31.1 million. 5.0. 6.1. 5.3. 10.2. 20.5. 3.2. y. sit. io. 48.6 million. ‧. Nat. Europe. er. 學. ‧ 國. 治政 Europe 65.0 million 大 60.7 million 立Asia 55.6 million 55.5 million. n. 29.8 million 28.4 million aEurope iv l C n North America million 24.2 million h e n g29.1 chi U. Source: https://en.wikipedia.org/wiki/World_Tourism_rankings. 7.

(11) 立. 政治大. Source: By Maurice Flesier, https://commons.wikimedia.org/w/index.php?curid=33428043. ‧ 國. International International Market. Region[3]. tourism. Share. sit. y. a Asia l C h. (2013)[5]. er. (2014)[1]. North. 2. tourism. expenditure expenditure (%). n. China. ‧. io. 1. UNWTO. Nat. Rank Country. 學. International Tourism Expenditure in 2014. i n U. v. $164.9 billion $128.6 billion 13.2. engchi. United States. Change (2013 to 2014) (%) 27.1. $110.8 billion $104.1 billion 8.9. 6.4. America 3. Germany. Europe. $92.2 billion $91.4 billion 7.4. 0.9. 4. United Kingdom. Europe. $57.6 billion $52.7 billion 4.6. 3.8. 5. Russia. Europe. $50.4 billion $53.5 billion 4. -13.7. 6. France. Europe. $47.8 billion $42.9 billion 3.8. 11.3. 7. Canada. $33.8 billion $35.2 billion 2.7. 3.3. North America 8.

(12) 8. Italy. Europe. $28.8 billion $27.0 billion 2.3. 6.9. 9. Australia. Oceania. $26.3 billion $28.6 billion 2.1. -1.7. $25.6 billion $25.0 billion 2.1. 11.7. South 10. Brazil America. Source: https://en.wikipedia.org/wiki/World_Tourism_rankings. Taiwan Market View. 政治大. The amount of yearly outbound travelers has been increasing for the past 30 years.. 立. It is an upward trend at a steady increasing pace, and it is also expected to be true due to. ‧ 國. 學. increasing GNI over the years and large retiring population with spending capability to fuel. ‧. the growth of the travel industry.. sit. y. Nat. n. al. er. io. Taiwanese Outbound Traveler Volume by Year. Ch. engchi. 9. i n U. v.

(13) The travel industry business operation can be divided into three categories based on the origin of the traveler and his destination - resident outbound travel, resident domestic travel, and foreigner inbound travel. Most large companies’ sales focus mainly on pre-set group tours products and travel booking services. The pre-set tours are designed based on companies’ market research to define product’s pricing range, travel length, and destination planning.. 政治大. The industry has the following features:. 立. ‧ 國. 學. Seasonality: Touring product sales numbers shows seasonality due to weather cycle, holiday seasons, and touring designations’’ special events. The revenue streams fluctuate greatly and. ‧. sales number during high season ramp up by folds comparing to the low season.. y. Nat. sit. Crowded market: The industry is highly competitive due to low barrier of entrance. It is also. n. al. er. io. found that the number of travel agencies overall is increasing in the past 5 years, and the. i n U. v. industry is attracting more investments. There are currently over 3000 companies in Taiwan. Ch. engchi. sharing the annual market of 1176 billion NTD (2013); however, the profit margin is low. The market share for the big 4 agencies are also low, with the largest market share of 4.5%. for the outbound traveler market According to the information released by 4 largest travel agencies on the market, the gross margin is around 10~15% while the net margin is from 1%~5%.. 10.

(14) Number of Travel Agencies in the Taiwan Market. 立. 政治大. Source: Ministry of Finance, R.O.C.. ‧ 國. 學. Low pricing power over customers: Customers are very price sensitive and similar/identical products are easy to find. The cost structure is not flexible and price information is readily. ‧. available online.. y. Nat. sit. Low differentiation: Differentiation is limited and expires quickly. Since products are openly. n. al. er. io. sold to the public, competitors can find all the tour product details from product description and replicate the same products easily.. Ch. engchi. i n U. v. Economy of Scale: Larger travel agencies with higher customer volume will have higher bargaining power over the local service suppliers.. Global and Taiwan View Combined Our platform will start from our home market considering the resources available to us, which are all Taiwan based, but this platform can be expanded to serve the Chinese speaking communities including the Hong Kong and China. Our service can also be translated to 11.

(15) different languages starting with English. China and United States are the top two expenditure country while France has the most traveler count. Based on the expenditure/market share of the destination countries, China and U.S.A. will be on top of our list.. First Stage: Travelers traveling from Taiwan.. Second Stage: Travelers from Hong Kong, and China. 政治大. Final Stage: Globally acquire customers. Upstream. 學. ‧ 國. 立Travel Industry Value Chain Middle Stream. Down Stream. n. er. io. al. Retail Entertainment. sit. General Agencies. Transportation Restaurants. y. ‧. Nat. Lodging. Ch. engchi. i n U. Overseas Local Agencies. 12. v. Type A & B Agencies. Traveler.

(16) Key Players: There are currently 4 publicly traded travel agencies, including 2 publicly listed - Lion Travel Co.(雄獅旅遊 2731.TW),, LTD. and Phoenix Travel International Inc. (鳳凰旅遊 5706.TW), 2 listed at over-the-counter market- Ezfly International Inc.(易飛網 2734), Star Travel Corp.(燦星旅遊 2719). Additionally, there are 2 more companies listed at the emerging stock market – 山富旅遊(2743) and 五福旅遊(2745), and are in the process of applying for being publicly listed.. 治政 Growing Market: Both inbound and outbound travelers大 count trend are going upwards. The 立 market has been growing for the past 10 years. ‧ 國. 學. Taiwan Inbound and Outbound Traveler Count (2006. ‧. io. sit. y. Nat. n. al. er. ~2015). Ch. engchi. i n U. Source: Tourism Bureau, R.O.C.. 13. v.

(17) Types of Agencies: The Taiwan government regulation requires that all travel agencies to be registered with the government, and according to the capital size, they can be breakdown into 3 types of agencies: General travel agencies: This type of agency is allowed to operate both domestic and international tours. This type of agencies can sell their products to Type A and Type B agencies. This type of agency requires the highest amount of market capital to establish the business – 25 Million NTD with 10 Million NDT security deposit requirement. There. 治政大 are currently 131 companies in the market. 立 ‧ 國. 學. Type A travel agencies: This type of agency is allowed to operation at the same scope of general travel agencies except Type A companies are not allowed to sell their tours to. ‧. other agencies. The market capital requirement is at medium rank- 6 Million NTD with. y. sit. n. al. er. io. market.. Nat. 1.5 Million security deposit requirement. There are currently 2491 companies in the. i n U. v. Type B agencies: This type of agency is only allow to operate local tours. The market. Ch. engchi. capital requirement is the lowest at 3 million NTD with 0.6 million security deposit requirement. There are roughly 221 companies in the market. Type A agency license is suitable for the purpose of our platform service, and the required capital preparation is at total of 7.5 million NTD. There is also regulatory requirement for the agency manager to be able to provide service on the market. With the proper qualification, the manager can participate in training program to be able to manage a touring business. According to listed circumstances, our team member will fit in the. 14.

(18) third type of qualification – university graduate with 4 years’ experience working in a travel agency. Insurance: there are 2 types of insurance policies required by the government that for the travel agencies to purchase. They are travel industry liability insurance and travel industry performance bond insurance. The insured amount for a Type A travel agency is 20 million NTD for the performance bond insurance, and 2 million NTD per traveler death for the liability insurance.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 15. i n U. v.

(19) 4. Our Product Our new solution to the current industry practice is conducted by use of the new technology to change the processes. Below chart A, and Chart B illustrate how our services and the classic agency deliver the service differently.. A: Traditional Travel Agency Feedback. Prduct Design. Travel Agencies. 立. 政治大 Agency Local Branch/Partner. Service Suppliers. Tour Devivered. ‧ 國. 學. The problem of traditional touring process has several issues that usually produce less than. ‧. pleasant travel experience.. Nat. sit. y. 1. The product design is to aim for the most acceptable/compromise of most travelers’ needs,. n. al. er. io. but it usually end up with everyone being unhappy from all different perspective.. i n U. v. 2. Layers of information relay meaning that if any issue occurs from either the travel. Ch. engchi. agency’s “tour captain”, the local tour guide, or local suppliers during the touring, the travel experience will be greatly affected, and yet will less likely to be properly handled by the company until the traveler returns and provide feedback. 3. There is almost always no chance to have future improvement. Most travelers tend not to bother wasting time and give feedback since the traveling is already over. If the customer is upset to the level of seeking to resolution, nothing will change or improve the touring experience, and only monetary compensation could be provided.. 16.

(20) 4. If the traveler had bad experience, then he will need to go on trying out new agencies again with his own money and valuable vacation time. If the customer had good travel experience. It is almost impossible to reproduce the same quality of service even with the same agency since the tour planning, tour captain, and local tour guides are all different again.. B: Innovative Travel Platform. 立. 政治大. Nat. io. er. 24/7 Remote Support. Tour Delivered. y. Service Suppliers. sit. ‧ 國. Service Platform. ‧. Product Decided. 學. Instant Service Quality Feedback. al. n. v i n C hOur service has many The benefit of the new platform: e n g c h i U advantages, comparing to the old system. 1. Tailor made tour planning that will best meet the expectation of the customer. The customer decide his own pace, points of interest, preferred way of travel, and so on. There is no compromise anymore yet, our platform will provide information and support so that it will not take forever to plan like a backpacker.. 17.

(21) 2. Our service will also provide a safety net similar to the traditional travel agencies such as optional insurance, local support when needed, emergency travel warnings in case of extreme local incidents. 3. The quality of the local service suppliers are more controllable with less layers of information passing and direct communication with the headquarter office. Moreover, with remote support technology, our support service are available 24/7 and provide superior control of the travel experience.. 政治大. 4. Computerized guidance and centralized support eliminate the un-monitored service. 立. quality fluctuation and the travel experience can be reproduced for every trip even at. ‧ 國. 學. different destinations.. ‧. Moreover, the traveler participate the creation of the product (tour) with information provided by the platform and previous traveler’s review. There will enjoy traveling at the preferred. y. Nat. er. io. sit. pace and quality. There will be no surprise and compromise during touring.. al. v i n C h from the rest ofUthe industry. Our unique competitive difference to differentiate our company engchi n. Strength and core competency: We are a technology oriented travel platform. It is the key. advantage is that we will use technology such as Artificial Intelligence (for planning process), and augmented reality (during the touring guidance) to optimize the travel experience from planning to the actual ground travel. Our service will provide travel experience that meets personal preference without compromises and at a reasonable cost. Moreover, our featured virtual touring is new to the market, and it will help our service to differentiate with other travel agencies. The virtual touring guidance content data base will also help us to build the. 18.

(22) entry barrier for new competitors. The platform to sell our service, and unlike the traditional travel agencies which compete with cutting cost and lowering the price. Product and Service: The core services include virtual tour planning and guiding, transportation lodging and entertainment booking, local representative support, live emergency assistance.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 19. i n U. v.

(23) 5. Depth Description Travel Support System. Tour Platform. Tour Site Guidance System. 立. 政治大. Smart Tour Planning and Rating System. ‧. ‧ 國. 學 Key Features. y. Nat. n. al. er. io. tour guiding.. sit. There are several parts of the service platform will provide, including planning, payment, and. Smart Planning Features. Ch. engchi. i n U. v. The planning system will be responsible for producing the traditional touring product design. It is composed of destination general information, touring design, and regulation related information. The smart planning by map system (SPMS) uses interactive map that is integrated onto google map, and recommended tour sites arrangement is provided in the form of full vacation plan, full day plan, half day plan or a plan that is totally created by the user.. 20.

(24) 立. 政治大. ‧ 國. 學. Touring destination selections will be provided in categories, such as classic sites, local event. ‧. related sites, seasonal/specialty sites, and so on. The user can design planning from regular. sit. y. Nat. site seeing to NBA championship game tour plan. The custom made plans by travelers will be. io. er. saved and can be shared to other travelers. Routes will be drawn and recommended on the map based on the touring sites. Our platform will provide pre-selected recommended options. al. n. v i n based users preference input andC reviews provided by services such as Trip Advisor.com and hengchi U Yelp.com lodging and dining options. Transportation options will also be provided based on. the users’ preference, by airplane, helicopter, contract driver, public transportation, biking, or by foot. At the end of the planning, the user can check out with our payment system to finish the booking. A travel agency like brochure document will be available to be print out with details of the trip such as destination overview, cultural introductions, travel cautions, and so on. Video recorded tutorials which are destination adapted will also be available to watch online.. 21.

(25) Platform Planning &Booking. •Length •Budget •Quality Preference •Travel Pace •Start and end date •Past experience. • Output touring guide • Booking options review and payment. •Flight recommendation •Smart planning by map system •Touring sites •Dining •Lodging •Transporation •Traveler's reviews. User Information. 政治大. 立. Booking Complete. ‧ 國. 學 ‧. Touring Support Features. y. Nat. The most important part – tour guidance and travel support during the touring. Our service. sit. will include features such like virtual tour guide(google glass), smart phone preloaded. al. er. io. guidance, local reprehensive support when needed, online live chat support for urgent matters.. n. The virtual touring guide is made possible by augmented reality on google glass. Information. Ch. i n U. v. is overlapped onto the real view to provide touring information, which include rout guidance as well as the site introduction.. engchi. Google Glass Virtual Guiding Features: Layered guidance information: Route Information: route guidance, time management reminder, Transportation schedule reminder, lodging related information Destination Information: Country, Region, City, Landmarks. 22.

(26) Translation: Google glass helps the travelers to translate text Tour Support: Text, VOIP, or live camera feed will all be utilized as needed to help solve travel issues for our customer Instant Feedback System: destination rating is recorded and will be provided as a full report for customer’s review later on for more vivid travel memory. It also provides ratings with demographical integrated information for recommendations on the planning website. Social Media Connection: ease of uploading pictures to social media with Google glass to share travel experiences online.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Route Guidance (http://deanwu.com/travel-wearable-device/). 23.

(27) 立. 政治大. Tour Guide (http://www.fieldtripper.com/glass/#). ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Instant Translation http://www.slashgear.com/google-glass-development-kit-demo-video-shares-newest-glassware-19305987/. 24.

(28) 立. 政治大. ‧ 國. 學. View Sharing for Travel Support. http://www.dailymail.co.uk/sciencetech/article-2125139/Google-Project-Glass-video-Glasses-layer-Maps-email-web-s. ‧. earches-OVER-view-world.html. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Travel Warnings System http://www.dailymail.co.uk/sciencetech/article-2125139/Google-Project-Glass-video-Glasses-layer-Maps-email-web-s earches-OVER-view-world.html. 25.

(29) 6. Supplier Analysis Our travel platform provides touring products that are consist of several areas of suppliers:. Transportation:. Air: ticket booking, from major airlines, and IATA (international Air Transport Association) ticket booking center.. 政治大. Ground: Contract drivers, medium to small bus transportation companies.. 立. Lodging: Hotels and resorts. Due to our business model, our platform’s tour products are. ‧ 國. 學. not sold by pricing advantage, but the flexibility of supplier selections to our customers.. ‧. Our profit is in form of fixed service charge, and does not depend solely on the pricing of our. Nat. sit. y. suppliers. Therefore, we will start by use other online travel agency (OTA), such as Ezfly,. n. al. er. io. Expedia, TripAdvisor, Hotels.com or direct online booking with the suppliers to provide the. i n U. v. key components of our products. The following is an example booking using OTA.. Ch. engchi. It will 26.

(30) help our company to remain flexible for product design and satisfy customers‘needs. It will also help us to stay on the same side with our customers by not deeply rooted for certain business partners for cost-down reason. Instead, our platform can help provide “the best solution to our client” instead of “the cheapest solution.” It will help us to avoid a head-on-head confrontation to fight for suppliers with the competition, who usually have large volume and long/local relationship with the suppliers.. 政治大 deeper relationship with the suppliers based on our customer’s preference and experience. 立 Platform Select: As we build our business brand and reputation. We will start to build. ‧ 國. 學. There will be ranking and review for our business suppliers and the top picks will be awarded as “Platform Select” to help the suppliers promote their business better, help us. ‧. to provide consistent quality services, and better pricing for our customers.. n. er. io. sit. y. Nat. al. Ch. engchi. 27. i n U. v.

(31) 7. Competition Analysis With thousands of travel agencies on the market. We will start with the competitor analysis with the large agencies with information readily available to analyze. Since the large agencies command large sales revenue, they are very well represent the current state of the industry and competition, and is suitable for our platform to reference to.. Major Competitors on the Market. 治政PHOENIX 大. LION. 立. TRAVEL. 1957. 2013. 2001. 2012. 640. 200. ‧ 國. 1977. Ch. VALUE. Integration,. PROPOSITION. technology. REVENUE. 17,248. GROSS MARGIN 2336 (13.5%) NET MARGIN. 2013. sit. 204.5. er. al. n. CAPITAL. 600. io. MARKET. 2000. y. Nat. PAID-IN. 2003. ‧. GO PUBLIC. EZFLY. TRAVEL. 學. ESTABLISHME NT. TRAVEL. STAR. 465 (2.7%). engchi. i n U. Quality service. v. Price Leader. Online Booking. 2,884. 3,114. 1,607. 343 (11.9%). 429 (13.7%). 239 (14.8%). 150 (5.2%). 29 (0.9%). 40 (2.4%). Source: 2014 Annual report. 28.

(32) Outbound Departures of Nationals by Destination, 2013-2015 FIRST. 2013. 2014. 2015. DESTINATION ASIA. 10,388,937 11,095,664 12,353,288. CHINA. 3,072,327. 3,267,238. 3,403,920. HONG KONG. 2,038,732. 2,018,129. 2,008,153. 2,864,535 治3,598,540 政大. 4,297,979. N.E. ASIA. 1,718,569. 2,116,092. AMERICA. 446,595. 495,479. 548,267. EUROPE. 119,800. 133,677. OCEANIA. 97,120. 116,342. AFRICA. 14. 13. 30. TOTAL. 11,052,908 11,844,635 13,182,976. 161,529 118,390. n. al. Source: Tourism Bureau, R.O.C.. Ch. engchi. er. io. sit. Nat. y. ‧ 國. 學. 1,898,642. ‧. 立. S.E. ASIA. i n U. v. Lion Travel is the largest agency on the market with comprehensive coverage with 27.2% of sales from long distance travel (America and Europe) and northeastern Asia taking 39% of the sales. Phoenix Travel specialized in Europe tour sales (37.7%) and has an interest cruise product line other agencies don’t have. Star travel earned 67.2% of the revenue from Asia destination tours and only sold less than 10% of its long distance products. Ezfly did not disclose it sales composition details, but has 6.8% of the revenue from air ticket sales. By observing the outbound departure trend, we can see that the traveler count for northeastern Asia has been growing exponentially, and the big 4 travel agencies seem to be following the 29.

(33) trend closing except for the Phoenix Travel; yet Phoenix travel maintain the highest net margin percent. On the other hand, Lion Travel seems to be having balanced sales between different destination products, and is the strongest performer. Star Travel seems to have too high operating expense and brought down the net profit, it is related to management issues. Overall, with upward trending in traveler count, agencies are enjoying grow the revenue as well as profits.. 政治大 services possess the advantages of planning and traditional agency, and can provide the best 立. The following illustrate our service comparing to the competition. The table shows that our. ‧ 國. 學. overall solution to our customers. Competitive advantage and disadvantage:. Traditional Agency. sit. n. al. Ch. Easy. engchi U. er. io. Medium to Easy. Planning. Self-Planning. y. Nat. Platform Ease of. ‧. Virtual Tour. v ni. Hard. Cost. Medium. Varies. Low. Time Flexibility. High. Low. High. Tour Variety. High. Low. High. Quality. High. Varies. Varies. 30.

(34) Strength. Weakness. •Flexible Scheduling •Unlimited destination combo •Consistent touring experience •Tour content build high entry barrier •Knowledge database for better support •Customer centric service. •Low brand awareness •Limited destination at begining •Varied acceptance level of new techonolgy •Value driven instead of price driven •Higher user involvement is required •Low bargaining power to suppliers. SWOT. Opportunity. Threat. •Growing Taiwan touring market •Growing globally touring market •Different language support for global market •Improving wireless infrastructure globally. •Crowded market •Smart planning will be copied fast. 學. ‧ 國. 立. 政治大. The advantages of our service:. ‧. Customer oriented: Travel services by using the platform is much more well-rounded than. y. Nat. sit. having a traditional travel agencies, and our fee structure ensures that the customers benefits. er. io. are not compromised like traditional agencies.. al. n. v i n Flexible scheduling: The planning C hof travel length andUdates are flexible since the user pick engchi. his own travel sites and has full control of the intensity of the travel experience.. Tour planning variety: The tour variety is unmatched because our platform is design to help the user have their specific needs while providing the valid options, and there is no minimum number of people required for a travel group to be sold to the user. Better Travel Support: our platform provides both remote and local support that is aimed to provide standardized service experience. On the other hand, traveling with travel agents from agencies usually produce unsatisfied travel experience, because the agent’s way of handling 31.

(35) the traveling affairs differently greatly. Lastly, comparing to self-planning tourists, there is no support if help is needed during the travel. It is risky to traveling alone to unfamiliar places alone and English may not always be understood.. Disadvantages of our service: User learning curve: our platform is a new type of service that does not exist currently, and to use our service, the user must be familiar with computer to use our service online. Though. 政治大. live representative services may also be provided, but it is considered an extension of our service, not our core focus.. 立. ‧ 國. 學. Business Model Acceptance: Our goal is to provide service with service fee while producing. ‧. great flexibility and tour variety, and it may not be a commomly accepted. Take Costco for example, Costco did not turn profit until 5 years later, and the core value Costco provide is. y. Nat. io. sit. the great product and service provided with a service cost while our platform believe in the. n. al. er. same value. On the bright side, the purchasing behavior have been changing and Costco has. Ch. i n U. v. turn profit, meaning our business should have more upside at this time.. engchi. Virtual Tour Guiding Acceptance: there may be still doubts about how reliable is for virtual tour guiding and its value, and our platform will try our best to provide travel experience that is close to touring with a real tour guide.. 32.

(36) 8. Marketing Plan Channels Online Marketing: We first consider what types of channels is suitable for our situation. As we review the cost of marketing by different channels, we find that the cost for online marketing is substantially lower than the traditional media. With limited resources, we will start with our marketing effort from the online segment.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Marketing Cost by Media Type of 2014 (USD) http://www.websitemagazine.com/content/blogs/posts/archive/2015/02/17/search-marketing-vs-newspaper-amp-tv-whichshould-you-invest-in.aspx. Focus areas for online marketing: With online marketing in mind, the following analysis shows that the rankings channels by effectiveness for online marketing in B2C area are email, website, search engine optimization (SEO), and social media. 33.

(37) 立. 政治大. ‧ 國. 5/. 學. http://www.marketingcharts.com/online/marketers-continue-to-rate-email-the-most-effective-digital-marketing-tactic-4629. ‧. The marketing effort will also be need to promote our platform to our business. y. Nat. parents/suppliers, hence, we would also want to consider the following rankings for B2B. er. io. sit. online marketing effectiveness in the category of “raise brand awareness” and “Develop brand position.” The priority channels for these considerations are: Website development, social. n. al. Ch. media, email marketing, online video, and SEO.. engchi. 34. i n U. v.

(38) 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. n. al. er. io. http://www.smartinsights.com/b2b-digital-marketing/b2b-social-media-marketing/b2bsocialmediamarketing/. Ch. engchi. i n U. v. Our choice of channel: Email spamming is often negatively related to brand image, and our service will naturally have its own website. Therefore, considering both B2C and B2B, SEO and social media, and online video are the major focus areas for our marketing priority. We will purchase SEO services, and publish introduction and promotion videos on Youtube to showcase our virtual touring service. As for the social media part, location consideration is very important. The following statistics demonstrate the social media environment and our marketing focus in Taiwan.. 35.

(39) According to the survey conducted by Market Intelligence & Consulting Institute (資策會) in 2014, Online marketing has been emerging as one of the major means for the consumers to learn business brands. 76% of the consumers follow brand information with social media. The top 3 types of shopping information that has the most consumer’s attentions: 3C products(64.7%), restaurants(57%), and travel(45.9%). It shows that marketing through social media channel will have very high effectiveness. The social media is actual the new form of word of mouth marketing, and both are very effective way to promote brand and product.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Taiwan channel selection: Among the social media channels, the social networking websites, forums, and blogs are the most used way of obtaining shopping information in Taiwan. Social media websites marketing practices would include official Facebook fan page and Youtube demonstration channel. We will also promote our services in the forums like backpackers.com, the leading travel information forum) (背包客棧), mobile01, NTU PTT 36.

(40) and so on. Top bloggers, i.e. the ranking winners on Pixnet.com(痞客幫), the largest blog site in Taiwan, under travel category, will also be sought after and cooperate with them to produce experience sharing of our services.. 立. 政治大. ‧ 國. 學 http://www.bnext.com.tw/article/view/id/35475. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. http://2015golddot.events.pixnet.net/#home. 37.

(41) Competitor Sales Analysis and Strategy In order to set reasonable goal for platform’s initial launch, we first analyze the 2 largest competitors on the market and their market share. Lion Travel Year. 2014. Product Line. Customer. Long Distance. 72,851. N.E Asia. 262,882. S.E. Asia. 82,005. Sales Amount. Unit Sales. 60.3 治政大 6,070,982 23.1 4,391,058. 立. 2,165,773. 17.7. Domestic. 258,707. 760,830. 2.9. 799,127. 15,238,617. -. ‧ 國. China,HK,Macau 122,682. 7.3% 5.0% 2.1%. ‧. 19.1. 9.7%. 學. 1,562,568. N/A. sit. y. Nat. 合計. Market Share. io. al. n. Outbound market share: 540,420/11,844,635= 4.5%. Ch. engchi. er. Note1. Sales in thousands NTD. i n U. v. Phoenix Travel Year. 2014. Product Line. Customer. Sales Amount. Unit Sales. Market Share. Asia. 11,845. 139,448. 11.8. 0.3%. America. 2,621. 150,683. 57.5. 0.5%. Oceania. 2,992. 152,253. 50.9. 2.5%. Europe. 12,855. 979,266. 76.2. 9.6%. 38.

(42) Cruise. 3,522. 147,522. 41.9. N/A. N.E. Asia. 13,353. 334,451. 25.0. 0.3%. China. 8,685. 243,753. 28.1. 0.3%. Domestic. 10,773. 16,372. 1.5. N/A. Fees. －. 377,730. -. 合計. 66,646. 2,541,478. -. 政治大 Source: Phoenix Travel Inc. 2014 Annual Report 立 Note1. Sales in thousands NTD. ‧ 國. 學. Outbound market share: 55,873/ 11,844,635 = 0.47%. ‧. By reviewing the two companies’ sales composition, there are two important factors to. sit. y. Nat. consider. First, long distance products yield higher sales per person, and are ideal for our. io. al. n. market share is viable to have profitable business.. Ch. engchi. er. pricing strategy. Second, winning market share in one high sale per region with low overall. i n U. v. Market size and Target market To estimate the market size for our initial service scope, travel destination will be selected based on the competitor’s revenue information. Remote support will save more money comparing to the cost of traditional agencies tour captain and tour guide. On the other hand, it would be costlier to have higher volume of traveler at low unit customer sales. Therefore, our target market would be ideal for low volume of travelers that spend at higher amount of traveling fees. 39.

(43) From the tables of competitors’ sales information, there are several regions that would generate high unit customer sales: America, Oceania, and Europe. The market size for each individual region could be estimated as the following: 2014 Traveler Unit Sales. Est. Market Target. Count. Size. Est. Sales. Market Share. Oceania. 116,342. Europe. 133,677. 28 Billion 政治大. 57.5. 立. 50.9. 5.9 Billon. 76.2. 10.1 Billion. 0.05%. 14M. 0.05%. 2.9M. 0.05%. Note: Unit Sales in thousand NTD. y. Nat. er. io. sit. Service Destinations Selection. al. 5M. ‧. ‧ 國. 495,479. 學. America. n. The key factors for entry consideration:. Ch. engchi. i n U. v. Global market: Our company goal is to growth internationally, hence we will try to match the Taiwanese market condition with the global view. Gross total spending: For a tour (distance traveled, information availability to the customer, our ability to provide the location vendor and travel information, the degree of infrastructure for digital tour guiding and integration.. 40.

(44) Destination Pick and Establishments: The local travel information is readily available, and is low on the budget. Therefore, our initial destination selection will be overseas with higher travel budget to maximize the profit potential and the wiliness to purchase our service.. The list of countries are selected based on the following criteria: 1. Annual international visitors for the country and spending. 政治大. The top touring countries are the following: France, Italy, and United States.. 立. Even though France and Italy are the top 2 globally in the traveler volume. Travelers. ‧ 國. 學. in the United States spend significantly more money during their stay. Hence, United States will be the best pick for the first destination for our service for the volume and. ‧. total spending aspect.. sit. y. Nat. io. n. al. er. European and American Continent Traveler and Spending Chart. Ch. engchi. 41. i n U. v.

(45) 2. English speaking It is much easier to support and establish our local service agents and local vendor connections with English as the official language. 3. Direct flights available The travel time is usually a key consideration for tour planning as most of the vacation planning are highly time constrained. For example, for leisure travelers who. 政治大 time at the most efficient way. 立. are on vacation, their time are limited. Customers will want to choose to spend their. ‧ 國. 學. 4. Developed countries. To ensure that there is developed internet infrastructure to support our virtual touring,. ‧. and to streamline the booking and e-payment processes to our platform, we would. sit. y. Nat. consider destinations that are more developed. Developed countries are also more. io. er. stable politically, and the traveling safety risk is much lower.. al. v i n Ch cities include: Seattle, San Francisco, i U and Los Angeles. The destinations e n gSan c hDiego, n. Our top picks would be the west cost of the American continent, and the highly ranked. listed matches well with our selections in the Taiwan market.. 42.

(46) 9. Management and Organization The Organizational Chart Board Members. Board of advisors. CPO. CTO. 立. Finance and Accounting. User Interface and Computing. CEO. Operations. Vendor Connect & Mangement. Human resource. Nat. y. ‧. ‧ 國. Technology Development. Service & Support. n. al. sit. Virtual Guidance. Marketing. er. io About The Team. CFO. 學. Product Development. 政治大. Ch. engchi. i n U. v. High success formulation assembled with diverse background of specialties in our team.. There are currently 4 members in our team and the background of each member would help to establish our service with their key competencies.. Team Leader (Chief Executive Officer). Robert Lin. Functional Capability: Marketing, Business Model 43.

(47) Relevant Background: Family business experience, Top performer in strategic management, and cross-cultural marketing simulations. Platform Content and Service (Chief Product Officer) Jerry Huang. Functional capability: Travel product design, Industry knowledge. 政治大. Relevant Background: Currently serve as product designer in an industry leading travel. 立. 學. ‧ 國. agency. Information Technology (Chief Technology Officer). ‧. Issen Su. sit. y. Nat. io. al. er. Functional capability: comprehensive programing experience (Online payment,. n. database, project management). Ch. engchi. i n U. v. Relevant Background: Currently serve as senior programmer/ team leader in Yahoo Taiwan Finance (Chief Finance Officer) Margaret Chang: Functional capability: Financial Analysis and Planning, Budget control, business process optimization. Relevant Background: Currently serve as finance manager in a Levis Corp. 44.

(48) 10. Financial Pricing: Competition will be our major consideration, as well as our strategy. Our strategy is to use the Costco and Amazon business model. We do not want to join the price and cost competition, and instead, we charge by service fees, on top of the tour package amount. The service fee concept is to pay and receive something better in return, and our service will be differentiating from the competition using the latest technology to execute and support the traveling needs.. 立. 政治大 Revenue. ‧ 國. 學. Pricing: There are 3 parts of revenue streams: 1. 15% fix service fee 2. Vendor advertisement fee 3. Vendor profit sharing revenue 4. Extensive service charge. ‧. y. sit. io. n. al. er. 15%.. Nat. Fix service fee: It is straight forward and is added on top of the total purchase and is set at. i n U. v. Vendor advertisement Fee: local attractions can provide their business details to our guiding. Ch. engchi. system, it is like the Google maps inside view, which user can choose to explore the store without actually being there. For our advertisement, our platform will mark the sponsored suppliers with side note giving the option to show details of the business.. Vendor profit sharing: For shopping destinations, vendors can make their location listed and visible for planning selection, but it will not help with the travelers rating and Platform Select service.. 45.

(49) Extensive service charge: if the user requires way above normal remote support, there may be service charge to prevent abusing the system.. Projection Revenue: The market share from third year on will increase at faster rate due to new destination cities’ guidance materials are complete. The service charge rate is set at 15%, and the projected market share is set to be starting at 0.05%. We also calculated the traveler count. 政治大 vendor advertisement is set to receive average NT1000 each traveler from the vendors from 立. on the basis of average traveler purchase of 60K NTD as observed from competitors. The. ‧ 國. 學. the year three on and increase 500NT for the 4th and 5th year. Vendor profit sharing is set to be 2% of the sales, and is based on industry observation from Jerry.. ‧. Compensation and benefits: Salaries are increased over years with annual raise of 3% to. y. Nat. sit. meet the talent market standard. Founders will receive 1% of the revenue as the bonus to meet. n. al. er. io. sales target. The required representatives are calculated based on the number of annual traveler count and is divided by 12 months.. Ch. engchi. i n U. v. SG&A: The office rental is set to be 1000NT/PING and is Tier 3 office building in Taipei city. The renovation cost for the new office is set at 20K/PING, and lease term is 4 years for depreciation. Equipments are depreciated by 5 years.. Summary: The projection shows that our business will break even in year 3, and recover all investments in year 4. From the cash flow statement, we can see that the ROI for the 5 year period is = 55,215,104/5(year)/15,000,000 = 73.6%. 46.

(50) Intelligent Tour Financial Estimate - Income Statement (i n NTD). Estimated Revenue. America Market Share. 0.42%. 1.05%. 2.31%. 200%. 180%. 150%. 120%. $14,000,000. $42,000,000. $117,600,000. $294,000,000. $646,800,000. Traveler Count. 233. 700. 2,063. 5,158. 11,347. Vendor Advertisement. $0. $0. $2,063,158. $7,736,842. $22,694,737. Vendor Profit Sharing. $0. $0. $2,352,000. $5,880,000. $12,936,000. Total Sales. $14,000,000. $42,000,000. $122,015,158. $307,616,842. $682,430,737. 政治大 19. 58. 172. 430. 946. Cost of Goods Sold. $12,173,913. $36,521,739. $102,260,870. $255,652,174. $562,434,783. Total COGS. $12,173,913. $36,521,739. $102,260,870. $255,652,174. $562,434,783. COGS %. 87%. 87%. 84%. 83%. 82%. GP $. $1,826,087. $5,478,261. $19,754,288. $51,964,668. $119,995,954. GP %. 13.04%. 13.04%. 16.19%. 16.89%. 17.58%. 1. 2. 3. 4. $5,142,938. $11,971,026. $6,048,000. $13,824,000. ‧. ‧ 國. 立. Founders. $2,016,000. $2,076,480. $3,314,774. Support Representitives. $432,000. $1,296,000. $3,888,000. Local Assistant. $350,000. $1,050,000. $3,094,737. $7,736,842. $17,021,053. Media Creation. $1,152,000. $1,186,560. $1,222,157. $1,888,232. $3,241,465. Touring Centent Development. $979,200. $1,008,576. $1,038,833. v ni. $1,604,997. $2,755,246. $1,038,833. $1,069,998. $1,653,147. io. y. n. al. Total C&B. Ch. $979,200. $1,008,576. $5,908,400. $7,626,192. $13,597,335. $23,491,008. $50,465,937. engchi U. C&B %. 42.20%. 18.16%. 11.14%. 7.64%. 7.40%. Employee count. 12. 14. 20. 27. 50. Rent and Utility. $1,080,000. $1,080,000. $1,080,000. $1,080,000. $1,800,000. $450,000. $450,000. $450,000. $450,000. $750,000. $48,000. $56,000. $80,000. $108,000. $200,000. $165,013. $192,516. $272,851. $455,234. $820,000. Marketing Expense. $420,000. $1,260,000. $3,660,455. $9,228,505. $20,472,922. Travel & Entertainment. $600,000. $600,000. $1,000,000. $3,000,000. $5,000,000. Office Supplies. $72,000. $84,000. $120,000. $162,000. $300,000. Total SG&A. $2,835,013. $3,024,000. $5,860,455. $13,470,505. $27,572,922. SG&A %. 20.25%. 7.20%. 4.80%. 4.38%. 4.04%. EBIT. -$6,917,326. 47 -$5,171,931. $296,499. $15,003,155. $41,957,095. EBIT %. -49.41%. -12.31%. 0.24%. 4.88%. 6.15%. Depreciation (office) Depreciation (comptuer) Depreciation (Touring Equipment). EBIT. 0.15%. Tour Sales. IT. SG&A. 0.05%. Growth %. Nat Compensation and Benefits. Year 5. 學. Gross Profit. Year 4. $28,000,000,000. Simotenious Travlers Count. Cost. Year 3. sit. Est. Market Share. Year 2. er. Market Size. Year 1.

(51) Intelligent Tour Financial Estimate - Cash Flow Statement Year 1. Year 2. Year 3. Year 4. Year 5. $0. $5,880,620. $1,229,694. $1,807,366. $16,771,840. ($6,917,326) $663,013. ($5,171,931) $698,516. $296,499 $802,851. $15,003,155 $1,013,234. $41,957,095 $1,770,000. ($6,254,313). ($4,473,416). $1,099,350. $16,016,389. $43,727,096. ($1,800,000) ($240,000) ($825,067). ($40,000) ($137,511). ($120,000) ($401,677). ($140,000) ($911,916). ($3,000,000) ($460,000) ($1,823,832). ($2,865,067). ($177,511). ($521,677). ($1,051,916). ($5,283,832). $5,880,620. ($4,650,927). $577,673. $5,880,620. $1,229,694. $1,807,366. Previous Year Cash Balance Cash flows fom Operating Activities: Net Income Add: Depreciation Expense Net Cash provided by Operating Activities Cash flows fom Investing Activities:. 立. Cash flows fom Financing Activities:. Net Cash provided by Financing Activites. $14,964,474. $38,443,264. $16,771,840. $55,215,104. io. sit. Nat. Net Cash Year End. n. al. er. Net Increase in Cash. $15,000,000. ‧. ‧ 國. $7,500,000 $7,500,000. 學. Investment by founders Investment by Fund Raising. 政治大. y. Purchase of office equipment / setup Purchase of computer equipment Purchase of touring equipment. Ch. engchi. 48. i n U. v.

(52) 11. References 2015 UNWTO Report http://cf.cdn.unwto.org/sites/all/files/pdf/annual_report_2015_lr.pdf. Global Travel Industry Report 2015. http://www.wttc.org/-/media/files/reports/economic%20impact%20research/regional%202015 /world2015.pdf. 政治大. Search “largest international traveler amount”. 立. https://en.wikipedia.org/wiki/World_Tourism_rankings. ‧ 國. 學. http://www.statista.com/topics/962/global-tourism/. ‧ sit. y. Nat. US travel forecast. er. io. http://travel.trade.gov/view/f-2000-99-001/forecast/Forecast-COUNTRIES.pdf. n. al. i n Ch http://travel.trade.gov/view/f-2000-99-001/index.html engchi U. v. http://travel.trade.gov/outreachpages/inbound.general_information.inbound_overview.html 美國旅遊推廣協會. http://www.discoveramerica.org.tw/ 台灣美國旅遊人數. 49.

(53) https://www.google.com.tw/search?q=%E5%8F%B0%E7%81%A3%E7%BE%8E%E5%9C %8B%E6%97%85%E9%81%8A%E4%BA%BA%E6%95%B8&ie=utf-8&oe=utf-8&gws_rd =cr&ei=zvdKV-bVOoK9mgXdrrigDw 台灣第三方支付的真相 http://www.circle.tw/trend/third-party-payment-in-taiwan.html 第三方支付戰國時代來臨了 http://smart.businessweekly.com.tw/Reading/WebArticle.aspx?id=60133. 立. 學. ‧ 國. Taiwan Travel Bureau Data. 政治大. http://stat.motc.gov.tw/mocdb/stmain.jsp?sys=100. ‧. 旅行社成立法規. y. Nat. n. al. er. io. 旅行社數量. sit. http://admin.taiwan.net.tw/public/public.aspx?no=202. Ch. engchi. i n U. v. http://cgeweb.csu.edu.tw/aseip_folder/thousands/1001/0156.htm. http://admin.taiwan.net.tw/statistics/travel.aspx?no=205 台灣入出國旅遊人數. http://admin.taiwan.net.tw/public/public.aspx?no=315 資策會 76%消費者在網路社群關注品牌訊息 https://mic.iii.org.tw/micnew/IndustryObservations_PressRelease02.aspx?sqno=374 50.

(54) Taiwan Online Marketing. http://www.bnext.com.tw/article/view/id/35475. Marketing Media Cost. http://www.websitemagazine.com/content/blogs/posts/archive/2015/02/17/search-marketing-v s-newspaper-amp-tv-which-should-you-invest-in.aspx. Online Marketing Tools Priority. 立. 政治大. ‧. ‧ 國. ediamarketing/. 學. http://www.smartinsights.com/b2b-digital-marketing/b2b-social-media-marketing/b2bsocialm. B2C Marketing Effectiveness. sit. y. Nat. io. al. er. http://www.marketingcharts.com/online/marketers-continue-to-rate-email-the-most-effective-. n. digital-marketing-tactic-46295/. Ch. engchi. New research reveals paid social media effectiveness. i n U. v. http://www.socialmediaexaminer.com/new-research-reveals-paid-social-media-effectiveness/. 5 online marketing strategies for a tight budget. https://www.entrepreneur.com/article/226146 域動行銷 2015 年第一季台灣網路行動調查數據報告. 51.

(55) http://www.clickforce.com.tw/newspaper/Report/2015Q1.pdf ARO/MMX 台灣社群媒體網站使用概況. http://www.dma.org.tw/upload/ResourceReport/20130913101003132.pdf. Google glass components cost only $80. http://www.alphr.com/news/388480/google-glass-components-cost-only-80. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 52. i n U. v.

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