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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/50955


    Title: 推廣歐洲青年來台旅遊之商業企畫書
    How to Promote Youth Travel Taiwan in Europe
    Authors: 龍煥
    Casals, Juan
    Contributors: 吳文傑
    Wu, Jack
    龍煥
    Casals, Juan
    Keywords: 旅遊
    travel
    Date: 2008
    Issue Date: 2011-09-29 18:20:13 (UTC+8)
    Abstract: How to Promote Youth Travel Taiwan in Europe ?
    Youth are the future. The brand which focused on the high spending consumers
    of today is going to run out in the future.
    After some investigation I discovered that the Taiwanese government actively
    promotes Youth travel in Taiwan via the Taiwan Tourism Bureau and the Taiwan
    Youth Commission. These organizations focus primarily on promoting Taiwan
    to geographically close, and culturally similar nations such as Singapore and Japan.
    I believe that Taiwan represents one of Asia`s best kept secrets for European
    youth travelers.
    The European Union has been experiencing consistent economic growth, and
    represents the largest proportion of travel dollars spent relative to other countries
    for overseas travel. The European youth travel market is estimated to be 25% of
    the total travel market. Thus Taiwan remains largely unexplored for European
    youth travelers and awaits the appropriate marketing approach and message.
    Young Adults are the most responsive to mobile marketing and use more email
    over SMS but email use is still very much a need‐to‐have as opposed to a wantto‐
    have.
    Young Adults are a key Iphone owning demographic although not the largest.
    Their social need for significance being higher than younger consumers drives
    them to purchase and use technologies that offer display benefits e.g. Latest
    handsets or camera phone and mobile games to show off handset. At this level
    mobile is competing with auto brands, credit cards and designer brands.
    List of Figures and Tables 4
    Executive Summary 5
    Motivation 8
    Situation Analysis - Youth Traveling 9
    From the Taiwan Perspective 9
    From the European Perspective 11
    Focus Group 16
    Conclusions drawn from the Focus group 19
    Surveys in Europa 20
    In Brief 20
    In Detail 21
    In Summary 27
    Technology Advantage of Taiwan 28
    Smartphones 30
    What is a Smartphone 30
    AdMob Mobile Metrics Report - February 2009 30
    The Current Market Leader - iPhone 34
    iPhone Usage Statistics 35
    Youth & Mobile 38
    Key facts about youth & mobile 38
    Taiwan’s Mobile Environment combined with Smartphones 40
    Conclusion & Start-Up Perspective 42
    References 44
    Reference: Table adopted by Economic Forecast, Autumn 2007, by the European Union,
    http://epp.eurostat.ec.europa.eu/portal
    Data adopted by ‘Europe remains a big player in international travel’: 2005; provided by the
    European Union,
    http://epp.eurostat.ec.europa.eu/portal
    Table adopted by ‘How Europeans go on holiday’ 2003, provided by the European Union,
    http://epp.eurostat.ec.europa.eu/portal
    http://www.dailymail.co.uk/pages/live/articles/news/news.html?in_article_id=504214&in_pag
    e_id=1770
    http://www.dailymail.co.uk/pages/live/articles/news/news.html?in_article_id=504214
    &in_page_id=1770
    http://asia.cnet.com/blogs/infochat/post.htm?id=63004236
    http://arstechnica.com/journals/apple.ars/2008/11/10/iphone-3g-temporarily-trounces-r
    azr-as-top-consumer-phone
    http://money.cnn.com/news/newsfeeds/articles/djf500/200812040446DOWJONESDJ
    ONLINE000411_FORTUNE5.htm
    http://arstechnica.com/news.ars/post/20081204-apple-rim-winners-in-shrinking-smart
    phone-market.html
    http://mic.iii.org.tw/intelligence/
    ProQuest Telecommunications Database
    www.mobileyouth.org
    www.admob.com/metrics.
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    96933037
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096933037
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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