Industry Analysis Of Taiwanese Travel Agencies And Their Competitive Advantages Under The Internationalized And Liberalized Environment

• Main Authors: Han, I, 韓宜
• Other Authors: Bian, Yu-Yuan
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/85706000212634845173

碩士 === 國立臺灣大學 === 國際企業學系 === 86 === This research conducts the industry analysis and the competitive strategy under the internationalized and liberalized environmental trend for Taiwanese travel agencies. The purpose of this research is to understand the current situations and problems within the travel agency industry, as well as to analyze the individual concept of doing the agency business, and finally to find out the industrial developing trend and competitive strategies from the market deregulation at this moment. This research adopts the cases exploration for the qualitative analysis. The structure is from the macro-level of the industry to the micro-level of individual cases. The 12 cases picked up here emphasize both diversity and differentiation. In the macro-level of industry analysis, the industry evolution is introduced first. The start of analysis begins at the examination of basic conditions of supply and demand sides, including features and classifications of travel products, the adoption of IT facilities, roles of industrial organizations, demand elasticity and substitutions, consumer behaviors, and seasonal demands. Followed are the other industry analyses of the market structure , market conducts, company performances, and public policies. In the micro-level of 12 multiple cases study, there are 5 groups of cases, including 3 groups of small-sized, medium-sized, large-sized travel agencies, and the other 2 groups of foreign agencies and airlines FIT department. Each case has an introduction of the company and its strategy. However, six common disadvantages of the domestic companies have been found : 1. Most of them have not done some of the fundamental managerial operations. 2. Human factor is too much influenced. 3. The quality issue has been idealized. 4. The operational strategies of quality and brands have been confused. 5. Undervalued the influential market power here from foreign agencies. 6. The recognized bigger sizing has not always being right. This research expects the developing trend of Taiwanese travel agency industry going to the functional dualism, strategic outsourcing, product trends, consumer orientation, diversified marketing strategies, and massive uses of IT. Finally, the competitive strategies under the internationalized and liberalized environment for the domestic travel agencies are identified. First, concentrate on the domestic firms* strengths by taking advantages of Taiwanese people*s travelling modes which have been dominated by the group travel. Meanwhile, cost of air tickets as well as the time-span for travelling overseas are relatively expansive, so that the American or European travelling ways are not easy to be accepted here. To make the best use of flexibility of Taiwanese small and medium sized firms can also contribute advantages. Second, make the responsive strategies with the crisis consciousness as soon as possible for the coming challenges. Be very careful of Japanese travel MNEs. Third, service and product qualities should be exactly carried out from the bad habit removing to the new advantage establishing, including searching for the professional teams of management. Fourth, each group of domestic travel agencies should have its positioning of competitive strategies. For instances, small sized firms should position at community channels, raise efficiencies and effectiveness through the internet, and launch niche products speedily via sensitive response to the market information. On the other hand, medium sized firms should devote resources to develop differentiated products strategically as well as organize strategic alliances to leverage resources. However, large sized firms should seriously consider enlarging scale by mergers, aggressively construct company*s professional reputations, focus on developing and marketing popular mass-market products, and establish franchising stores nationwide. The domestic travel agencies should make the best use of their existing resources, construct their competitive strategies, as well as catch the trend of industrial evolutions. Based on these actions and strategies, they will be able to grow further step by step with competitiveness under the internationalized and liberalized market environment.