2015年臺灣超過1,300萬人次出國，並由3,000多家旅行社服務，臺灣旅遊業競爭相當激烈。資訊科技與網際網路興起，促使電子商務模式日臻成熟，線上旅遊產品通路（OTA）也順勢發展。並且，全球廉價航空公司興起，航空公司因競爭激烈，利潤降低而欲向下游整合，自行創立旅行社直接服務消費者，都使得傳統旅行社面臨被去中間化的威脅。 因此，本論文透過SCP模型分析臺灣傳統旅行社的發展階段和政策的影響，以及市場結構、企業行為與市場績效，用以解釋目前旅遊產業的環境及所面臨的困境。接續針對專家學者、消費者及通路商進行專家問卷訪談，得到團體旅遊創新商業模式，用以檢視個案旅行社積極引進資訊科技改善作業效率，結合資訊科技與旅遊產業經營知識的整合運用，串接整個旅行產業內外部的價值鏈，達到旅客需求傳遞一致及服務不中斷，讓自身得以產生中間價值，是否符合團體旅遊產業鏈再中間化之成效。最後針對個案公司給予相關建議。 / In 2015, over 13 million people in Taiwan traveled abroad and they were serviced by more than 3,000 travel agencies, showing how fierce competition is in the travel industry. At the same time, the rise of both the information technology and the Internet has led to the maturation of the E-Commerce model, followed by the development of online travel agencies. Moreover, the rise of low-cost airlines has prompted traditional airlines to start their own travel agencies and directly serve their customers, in order to compensate for the loss in profits due to increased competition. All factors mentioned above indicate the threats faced by traditional travel agencies nowadays. Therefore, this dissertation is aimed at understanding the current travel industry in Taiwan as well as challenges it faces by using the SCP model to analyze the following: phases involved in the development of traditional travel agencies, influence of governmental policies on the travel industry, market structure, corporate behavior and market performance. Furthermore, this dissertation will introduce an innovative business model for group traveling, obtained after interviewing experts, scholars, business customers and distributors. The model is then used to check whether effective reintermediation of the group traveling industry will occur by reviewing a specific case company, which has actively introduced IT to improve its operating efficiency, combined it with knowledge in management of the traveling field, and connected the value chain within and without the whole travel industry,. These actions have contributed to consistent transmission of travelers’ needs and uninterrupted service, which then increased the value of the case company itself as a middle man. Finally, this dissertation proposes several recommendations for the case company.