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Title:	旅行社面對去中間化之因應對策探討－以雄獅集團為例 Fighting the Disintermediation in the Tourism Industry - A Case Study of Lion Group
Authors:	許婉珣 Hsu, Wan-Hsun
Contributors:	譚丹琪 Tan, Dan-Chi 許婉珣 Hsu, Wan-Hsun
Keywords:	去中間化再中間化動態能力企業轉型 Disintermediation Reintermediation Dynamic capability Business transformation
Date:	2018
Issue Date:	2018-07-20 17:33:20 (UTC+8)
Abstract:	隨著網際網路的發展，去中間化現象為旅遊業帶來衝擊，改變了原有的價值鏈；隨後，線上旅行社興起，傳統旅行社的處境更加艱難。唯有根據環境變動不斷更新企業的能力，才能在瞬息萬變的產業中生存。本文在總結前人的研究結果之上，以雄獅集團為例，並採用深度訪談法，對企業的動態能力發展能否有效因應去中間化的威脅進行分析。雄獅集團透過覺察環境變化的能力，積極進行內外部的協調與整合，輔以對人力資源管理的重視，成功發展出動態能力。而雄獅集團的動態能力展現在旅行社的產品知識、與個別客戶的互動、差異化的產品、高品質的服務、以及與技術共存的能力上，成為其能完成再中間化的關鍵因素。透過對雄獅集團經營策略以及核心能力分析，得出雄獅集團在不斷變動的競爭環境中，把握時機轉變集團在產業價值鏈的定位，以內外部整合的方式取得新的集團競爭力，並透過人力資源管理將集團競爭力落實於基層員工，因應去中間化的威脅。 Disintermediation has made huge impact on the tourism industry with the development of Internet, and it is changing the industry value chain. In particular, the emergence of online travel agencies has put the traditional travel agencies in unfavorable situation. Travel agencies need to constantly renew their capability in response to the changing environment. This thesis conducted in-depth interview with the Lion Group to investigate the strategies that traditional travel agencies can utilize to fight disintermediation. Lion Group prepared for the environmental changes early, carrying out internal and external coordination and integration, paying special attention on human resource management, and eventually successfully develops dynamic capability. Lion Group’s dynamic capability presents on product knowledge, personal interaction, differentiated product, high-quality service, and co-existing with technology, serving as the key factors in fighting disintermediation. Through the analysis on Lion Group’s business strategies and core competencies, I conclude that Lion Group follows three principles: First, seizing the opportunities to reposition itself in the industry value chain; second, carrying out internal and external integration to establish new competitive advantages; finally, ensuring new competitive advantages fully implemented with human resources management. By following these principles, Lion Group successfully fights disintermediation.
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Description:	碩士國立政治大學國際經營與貿易學系 105351031
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105351031
Data Type:	thesis
DOI:	10.6814/THE.NCCU.IB.022.2018.F06
Appears in Collections:	[Department of International Business] Theses

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