The Branding Strategic Management for Travel Agency Industry

• Main Authors: Chen-Liang Lee, 李振亮
• Other Authors: Jung-Peng Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/t258an

碩士 === 國立高雄餐旅大學 === 旅遊管理研究所在職專班 === 100 === Recently, Taiwan travel markets have been over expanded. Besides, the unstable international situation, natural disasters and wars have affected industries the travel directly or indirectly. Among the travel industries, vicious price competition is the only way to get the profit. Unfortunately, the worse travel quality comes with the vicious price competition. In order to get rid of this bad reputation, the formation of the brand of industry and strategic become more important. Since 1990’s, there has been increased discussion and research on the formation of branding, and branding is regarded as the most important singular method for high value added to a company due to the globalization. Branding and marketing are important; however, travel industry, more problems lie in the theories or methods of branding. Current theories and models of marketing are based on the business characteristics of large travel companies but not on those of small and medium enterprises. Therefore, it is necessary to develop branding and marketing procedures and strategies solely for the small enterprises. This research is exploratory research, which uses literatures collection, in-depth interview with experts and Delphi Method to research the current development status of Taiwan’s travel agencies and feasible future business operation strategies of small and medium size of travel industries. In this research, the data was collected by in-depth interview and use qualitative and quantitative research methods to investigate. After two rounds of Delphi questionnaire surveys, the opinions from experts and travel agencies were merged and summed up with the environmental factor of the entire industry. Then, we accorded. Michael Porter’s competitive strategy, cost-leadership strategy, differentiation strategy and focus strategy to analyze the companies’ key success factors (KSF) and SWOT analysis of inner and outer factors. We built assessment factors of brand and strategic management After analyzing and empirical researching, we have found out that industries don’t take focus strategy and the difference between differentiation strategy and cost-leadership strategy is differentiation strategy emphasizes on “brand image” and cost-leadership strategy emphasizes on “bargain with the suppliers”. Although these two strategies are different both of them emphasize on “enhance the customers repurchase intentions”. The conclusions of this research can assist the small and medium size of travel industries to collect and analyze the data during decision processes, and understand the advantages and disadvantages on managements, the customers emphasize, and what are the key success factors. According to those data, the firms can enhance their competitive advantages by developing suitable brand strategies and marketing and build a successful brand.