基于网络营销的台湾旅行社电子商务研究——以B2C模式为例

A Study on E-commerce of Travel Agency Based on Cyber-marketing in Taiwan——The case of Business To Consumer

选取54家台湾旅行社,采用网络跟踪法,在2008年4月—2009年3月间对其网站进行跟踪浏览,构建出基于B2C模式的旅行社网站营销功能分类标准。系统分析旅行社网站中"资讯提供与搜寻、会员功能、业务合作、代办功能、交易功能、沟通服务"等功能的总体特征及差异,从网络营销的角度对台湾旅行社B2C模式电子商务进行实证研究。研究发现:台湾旅行社网站营销功能线索数量多,功能类别间相关性显著,旅行社电子商务发展水平较高。

This article selects 54 travel agencies in Taiwan, carries on track-browsing to their websites by network-track from April 2008 to March 2009,establishes the classification standard of marketing function in travel agency website based on Business To Consumer. It analyses systematically general character and difference of searching and providing information, member, business-cooperation, agent, exchange , communication service and so on. From the aspect of cyber-marketing, it conducts real diagnosis research on the characteristic of travel agency＇s e-commerce in Business To Consumer. The research discovers ：in travel agency＇s e-commerce websites, the number of function-clue is large,the relativity is prominent among function-category, the development level of e-commerce is advanced.