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| 研究生： |
李美美 Lee, Bee Bee |
|---|---|
| 論文名稱： |
親子旅遊服務和規劃 (商業計畫書) Family Travel & Event Services (Business Plan) |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2014 |
| 畢業學年度： | 102 |
| 語文別： | 英文 |
| 論文頁數： | 30 |
| 中文關鍵詞： | 親子旅遊 、旅遊 |
| 外文關鍵詞： | Family Travel, Child-friendly |
| 相關次數： | 點閱：128 下載：0 |
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Despite the slowdown of Taiwan's economy growth rate, statistic data shown that Taiwanese spendings on tourism (both domestic and outbound travel) are increasing in past 5 years. Furthermore, many tourism industry reports stated that family travel makes up the largest segment of leisure travel industry. These reports also highlighted one key message: the market segment is looking for valued, memorable vacations, with itinerary or activities that suitable for both adults and kids.
The purpose of this business plan is to evaluate the feasibility and profitability of offering travel and event services for family with young children (0-12 years old) and for multi-generation family tour. A market analysis for customers, partners and competitors is also included to justify this business plan.
1. Executive Summary 1
2. Market Analysis 2
2.1. Overview 2
2.2. Taiwan's Outbound & Domestic Tourism Market Analysis 2
2.3. Taiwan's Child Birth Rate and Average Income Analysis 5
2.4. Family Travel Trend Analysis 7
2.4.1. Five Key Characteristics of Family Travelers 7
2.4.2. Latest Family Travel Trends 8
2.5. Travel Service Providers in Taiwan 9
2.5.1. Travel Operators in Taiwan 9
2.5.2. Online Travel Websites / Television Shopping 10
2.5.3. All-Inclusive Resort 11
2.6. Family Travel Information Portal – abic.com.tw 11
2.7. SWOT Analysis 12
3. Service Description 15
3.1. Service Offerings 15
3.2. Target Outbound Destinations 16
3.2.1. Japan 16
3.2.2. Singapore 17
3.2.3. New Zealand 18
4. Marketing Strategy 20
4.1. Pricing Strategy 20
4.2. Partner Strategy 21
4.3. Promotion Strategy 22
4.4. Place (Channel) Strategy 23
5. The Company – Xuan Family Travel Service 25
5.1. Company Ownership, Company Location & Facilities 25
5.2. Company Governance Structure 26
6. Financial Plan 27
6.1. Break-even Analysis 28
6.2. Projected Profit & Loss 29
Reference 30
1. Department of Household Registration. (2012, December). End of Year Statistics. Retrieved December 2013, from http://www.ris.gov.tw/en/web/ris3-english/end-of-year
2. Directorate - General of Budget, Accounting & Statistics. (2012). Statistics by Directorate - General of Budget, Accounting & Statistics, Executive Yuan. Retrieved December 2013, from http://win.dgbas.gov.tw/fies/
3. Hotel.com. (2013, September). Evolving Family Travel Trends And Top Destinations That Meet Them Hotels_com Press Room. Retrieved December 2013, from http://press.hotels.com/en-us/hpi/evolving-family-travel-trends-and-top-destinations-that-meet-them/
4. Tourism Bureau. (2013). Yearly Statistics. Retrieved December 2013, from Tourism Bureau, M.O.T.C. Republic of China: http://admin.taiwan.net.tw/statistics/year.aspx?no=134
5. Tourism Industry Blog. (2010, March). Pricing Strategy for Tourism Businesses. Retrieved December 2013, from Tourism Industry Blog: http://www.tourismindustryblog.co.nz/2010/03/pricing-strategy-for-tourism-businesses/
6. Tourism Review.com. (2013). Current Trends in Family Travel. Retrieved December 2013, from http://www.tourism-review.com/travel-tourism-magazine-current-trends-in-family-travel-category1943
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