| Summary: | 碩士 === 國立暨南國際大學 === 公共行政與政策學系 === 104 === Transportation is the basis for tourism, and, subsequently, tourism brings in high economic value for transportation. The Nantou Bus Company strategically established a tourism business unit and formed the Cingjing Travel Agency for the purpose of identifying different target customer groups, proper market positioning, and releasing a variety of travel packages. The Cingjing Travel Agency integrated different transportation companies and incorporate with public sectors and their resources within the County of Nantou to develop a successful marketing strategy.
The travel packages are targeted to tourists visiting the Nantou County. For these tourists, the most important considerations are the product contents and the benefits provided by the travel packages at a reasonable price points. The “4Cs” (the cost effectiveness of units, information search costs, the cost of moral crisis, and the cost of addictions) should be used to understand the tourist’s motivation to buy and to develop a successful sales strategy. If the Nantou Bus Company uses this flexible marketing strategy tool, they can reduce consumer costs and create a unique product that consumers will favor.
Therefore, this study investigates the use of the 4Cs in Nantou Bus Company’s marketing strategy and various aspects of the 4Ps for the purpose attracting consumers by reducing costs and improving efficiency. By using other research analysis and through participant observation and in-depth interviews with Nantou Bus Company's managers, sales staff, and some open-ended interviews with consumers, this study cross compared these interviews and information from the travel package development staff to develop a competitive marketing strategy and made specific proposals for the future marketing success of the Nantou Bus Company.
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