| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 100 === Since the tourism industry is thriving and robust recently in Taiwan, it encourages the demand of domestic tourism a lot. Moreover, the internet surfers and e-commerce is keeping increasing, so that we do the study regarding the On-Line Accommodation Reservation as our case study. In order to obtain the data and samples for this study, we choose the EasyTravel as our casey, and do the individual survey via qualitative interview. EasyTravel established in 1988 and the major business is offering the On-Line Accommodation Reservation service. They started doing the Internet Marketing planning and designing as they understand the acceptance level of Hotel industry for the Online-Promotion is the highest one. For now, owing to keep ploughing and weeding the On-Line Marketing, EasyTravel always occupies on the first page of search result when doing the searching. We hope we could obtain the influence of Internet activity and communicating for the On-Line Accommodation Reservation through understanding its history, the key factors of EasyTravel, and it will be the topic of this study.
We found if we long for to build efficiency Internet Marketing activity for On-Line Accommodation Reservation and then prompt the business, we must consider four factors as below: (1).Multiple Integrated Marketing：To run the On-Line Accommodation Reservation more efficiency and increasing the sales, setting the SEO (Search Engine Optimization), implement topical or diversified long term Internet promotion, Blogs Marketing, Community-based social management, and Mobile Service are five main schemes for achieving the goal. (2).Community marketing：As the community-orientated network is being well developed, if we could utilize community tools and its influence effectively, it would be reached yield twice the result with half the effort. (3).To Customize and develop innovative service：Before establishing the innovative service, industry characteristics, customer needs, main stream, and ICT tool should be all considered. Hence, it will not only create the uniqueness and the non-substitutable capabilities but also high up the barriers to entry level for other rivals. (4).Concentrating on core business with a continuous investment.：EasyTravel starts earning the profit since 2008, nevertheless they still ought to input more resource in original sales continuously. It is much more vital than step into new business at a profit.
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