The market that Taiwanese travel abroad is ripening gradually, especially after the rise of information science, technology and e-commerce. The information about travel products is transparent day by day, the ecology of travel agencies change too; though the number of people going abroad still grows up, but the profit of the travel agencies is dropping constantly. When the management of other industries have already entered ¡§the era of the meager profit¡¨, in fact the travel agencies have already entered the market of ¡§the slight profit ¡§, so the travel agencies are in a highly competitive environment invariably . However, how to evaluate the competitive environment and the essence of the competition effectively? To set up the unique and constant advantage and to start up the enterprise for a long time and lucrative growing up, will be the key for the enterprise to sustain in an unassailable position and to continue existing in the market, it¡¦s also the main purpose to conduct this study.
The result of this study shows that under the external competition, if the travel agencies want to build up the competitive advantage from 6 dimensions among the same trade; Including products advantage dimension, brand advantage dimension, service advantage dimension, human resource advantage dimension, cost advantage dimension and price advantage dimension, the travel agencies must to analyze the resources and abilities they have internally; this paper takes a case study of Club Med in Taiwan and use the model and framework which was created by this study to explore the core competency, competitive strategy and competitive advantages of Club Med.
Therefore, the main contribution of this study is to create ¡§The model of enterprise setting up the competitive advantage¡¨. Besides this key finding, there are some conclusions as following, which can be regarded as a reference by the travel agencies:
1. Travel agencies should enhance their core resources and abilities as valuable, rare, costly-to-imitate and non-substitutable capabilities, to create the sustainable competitive advantage.
2. Though the future development of the travel agencies will move towards the trend of the maximization or the minimization, but regardless the scale, the core competencies still the key success factors for a travel agent to sustain in the highly competitive environments.
3. Most of the travel agents in Taiwan belong to small and medium-sized enterprises, although they are not able to build up the advantage overall at brand, products, manpower, service, cost and price, but they must at least have one or two competitive advantages, such as products and service, if the travel agent own the unique products and differentiate service, even it¡¦s a small agent, still can compete with the competitors.
4. Even though the case company has the competitive advantage on brand image, case company still need to take the growth strategy to increase new market segments for growing up, and to take the differentiation strategy to develop the products and service which are suitable to the target audiences¡¦ need, to enhance the network with supplier's airline and distributor's travel agent, to strengthen the managerial ability of its holiday village continuously and to improve the service quality in order to obtain higher competition advantage .
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0723107-224236 |
| Date | 23 July 2007 |
| Creators | Chao, Young-ching |
| Contributors | James C.T., Lee, Kuang S., Yeh, Pei-how , Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0723107-224236 |
| Rights | not_available, Copyright information available at source archive |
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