Public Service Product Design & Marketing : Using Taiwan Railway Administration’s “Tourism Express” as An Example

• Main Authors: Ye, Yu-Cian, 葉宇倩
• Other Authors: 陳敦源
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/6ws773

碩士 === 國立政治大學 === 行政管理碩士學程 === 105 === The conventional railway system operated by Taiwan Railways Administration (TRA) has faced the competitive-cooperative relationship with Taiwan High Speed Rail (THSR), local Metro and Lightweight Rail Transit (LRT) in Taiwan island since 2006. In the face of, the way of increasing TRA’s efficiency of seat utilization and ridership is getting significant. In particular, the issue as to how to raise the number of tourism passengers has been continuously discussed. This paper studies marketing issues by literature analysis and discusses the product (core-concept of the policy marketing), composed of policy marketing, market position, product design, management, and marketing strategy for TRA’s tourism train and further proposes its future development plan, and built evaluation model for government policy marketing and product innovation. In addition, this paper employs the methods of in-depth interview and survey to analyze the new tourism train for evaluation of new product before the policy execution and reduce the gap between the real and the policy expectation. At the result of this study, the theme of “Eating” is suggested to be applied and featured with scenery, privacy, and comfort to create a “Moving and Graceful Restaurant Train” which essential elements compose of tangible and intangible elements. Tangible elements contain huge viewing windows, observatory cars and staterooms and people are attracted by love seat and table seat. Intangible elements include the quality of train crew and train schedule plan, which travel route in Eastern line (Shulin=Taitung) before noon is the best. Most of customers choose dessert and afternoon tea. The subsequent proposal suggests local tourism elements and story-based issues are added to enhance marketing strategies, thereby increasing product vitality and sustainability. Finally, it is suggested that whole new tourism trains would be considered to prompt national trend on railway tourism and to further stimulate tourism industry and its industry value.