| Summary: | 碩士 === 國立中山大學 === 大陸研究所 === 93 === Abstract
BA CHAN LI LU YUN HE YUE （Like cloud-veiled moon the thousand-mile land disappears . From the tune of Yue Fei’s “The River All Red”.）, a TV program that cooperated with the government’s 1987 open policy ( Taiwan residents can visit their relatives on the mainland ) in the early days , reinforced the Taiwan People’s desire for the historically blood-related Mainland China, and even accidentally attracted a huge amount of Taiwanese venture capital to help create a magnet for China’s Tourism. Frankly, Taiwanese traveling groups made a praiseworthy achievement for the development and advancement of China’s livelihood nowadays; that proves the importance of tourism industry in one country’s the economic development.
Even though the government finally adopted a loose policy that people of Mainland Area could make a detour to Taiwan, our economy is in great recession at the same time. However, the tiny income of tourism and the very few number of traveling groups are just like a flat ball. Nowadays, Taiwan’s livelihood is highly in need of RenMinBi. People of Mainland Area’s craze and familiarity for Taiwan is no less than of which the Taiwanese for the “BA CHAN LI LU YUN HE YUE”. If the tourism industry of Southern Taiwan, suffered the most from the decreasing economy, could rely on visitors from Mainland Area, Taiwan’s economy could revive again.
This research is applied through a series of academic studies, in-depth interviews and strategic analysis .First of all , over a long period of time serving in the central institution of public opinions, I am exposed to all kinds of public affairs and pleas. Therefore, the part of in-depth interviews is accumulated by my personal experiences throughout years. Secondly, the occasions of interviews vary from personal pleas, group pleas to public hearings. Finally, the above records are restricted within my personal notes, and therefore it’s a great regret that I can not list all the relative records.
As for the strategic analysis, the government reform in the recent years is influenced by the enterprise’s efficiency, and amongst all, the enterprise’s strategic analysis is also entrusted by the analysis of public policy. The strategic analysis applied in this research includes basic legal institutions, SWOT and Michael Porter’s five forces. Because the development of strategy should be provide with some fixed level of resources, in this research I systematically classify Taiwan’s software and hardware’s terms to accommodate visitors from Mainland and foreign countries.
As the discovery of this research, Taiwan will face these three challenges from visitors of Mainland Area whom would become the largest proportion of tourists : first of all , the policy and the vision is not clear enough so that the partnership between the government and the private industry is unable to attract tourists together; secondly, the laws can’t match the practice which leads to the incorporation in this partnership; finally, the marketing can’t entirely integrated with the management which result in the waste of resources.
Synthesized the opinions of interviews, facing with all the Asian countries target tourists from Mainland China, our whole country should make concrete efforts to build up the matters concerned about the new tourism industry. The policy needs new goal and new though and demands immediate attention. In the related strategies, “MICE” is affirmed by realizing the concept of “SMILE”.
“MICE” is composed by the four initials of Ｍeeting, Incentives, Conference and Exhibition. According to the denotation is the abbreviation of business conferences and exhibitions. Namely, if the government and the private industry can make use of all kinds of local or cultural distinguishing features and hold international and dynamic conferences and exhibitions. Besides promoting the revival of business affairs, the tourism revenues will be increased by intellectually customized traveling services.
The impressive “SMILE” is the five initials of Service, Market, Inno-value, Life and Employment , passed in the Executive Yuan Council of “Guilding Principles of Service Industry ”.
According to the above statements, I suggest we should use “MAI SHI WEI XIAO” to replace “MICE” and “SMILE” as a embedded Taiwanese local expression and succinct marketing objective , and to represent the smile’s renaissance of seller’s market.
In conclusion, in the era of consumers’ awareness awaking, a country or a city which is lack of natural resorts should employ the trend of “Global Business Era” to hold all kinds of international conferences and exhibitions which bring the benefit of economic scale based on its advantages creating a niche market, and match up “Differentiated Marketing Strategy” and “Value-adding Marketing” to generate the maximum profit.
|
|---|
