A Study of On-Line to Off-line Marketing Strategy for Chinese Tourists’ Consumption in Taiwan – A Case of UnionPay

• Main Authors: Chung-Chun Huang, 黃中村
• Other Authors: Zhi-Hong Zeng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/f6k36p

碩士 === 國立中山大學 === 高階經營碩士班 === 103 === China tourists to Taiwan are accounted for up to 50 percent of total tourists to Taiwan. At the same time, backpack travel is a new tourism pattern. Compare to traditional group travel, tourists have more consumption autonomy. These new type travelers are willing to spend more time to collect travel-related information. However, visitors to Taiwan are faced with some problems such as payment instruments and information collection. The research target is UnionPay; we want to discuss its service framework of o2o platform, integrated marketing model of goods and services as well as contracted stores system. In this study, we want to clarify current situation of UnionPay, consumer behavior through literature review and case study approach. We review literatures such as O2O, 4P&;4C analysis and technology acceptance model. In the end, we raise suggestion about its o2o platform and marketing strategy. Our suggestion for o2o platform as follows: provide diversified value-added information, integrated service, excellent customer service and promotion program. For contracted stores system, we suggest that UnionPay should expand stores to provide customers more completed service. For marketing strategy, our suggestion is making good use of marketing resources in China, and cooperating with partners in Taiwan more closely to create win-win situation.