A Study on Internet Marketing For On-Line Accommodation Reservation:A Case Study of EasyTravel

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 Res...

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Main Authors: Ken-Yen Ho, 何坤彥
Other Authors: Feng-Yang Kuo
Format: Others
Language:zh-TW
Published: 2012
Online Access:http://ndltd.ncl.edu.tw/handle/13510457376514350319
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spelling ndltd-TW-100NSYS53960102015-10-13T21:17:52Z http://ndltd.ncl.edu.tw/handle/13510457376514350319 A Study on Internet Marketing For On-Line Accommodation Reservation:A Case Study of EasyTravel 網路行銷對線上訂房之探討--以「四方通行旅行社」為例 Ken-Yen Ho 何坤彥 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. Feng-Yang Kuo 郭峰淵 2012 學位論文 ; thesis 157 zh-TW
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description 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.
author2 Feng-Yang Kuo
author_facet Feng-Yang Kuo
Ken-Yen Ho
何坤彥
author Ken-Yen Ho
何坤彥
spellingShingle Ken-Yen Ho
何坤彥
A Study on Internet Marketing For On-Line Accommodation Reservation:A Case Study of EasyTravel
author_sort Ken-Yen Ho
title A Study on Internet Marketing For On-Line Accommodation Reservation:A Case Study of EasyTravel
title_short A Study on Internet Marketing For On-Line Accommodation Reservation:A Case Study of EasyTravel
title_full A Study on Internet Marketing For On-Line Accommodation Reservation:A Case Study of EasyTravel
title_fullStr A Study on Internet Marketing For On-Line Accommodation Reservation:A Case Study of EasyTravel
title_full_unstemmed A Study on Internet Marketing For On-Line Accommodation Reservation:A Case Study of EasyTravel
title_sort study on internet marketing for on-line accommodation reservation:a case study of easytravel
publishDate 2012
url http://ndltd.ncl.edu.tw/handle/13510457376514350319
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