網路體驗行銷策略之研究-以台鐵太魯閣號為例

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Title:	網路體驗行銷策略之研究-以台鐵太魯閣號為例
Authors:	張靖 Chang, Ching
Contributors:	運輸科技與物流管理學系 Transportation Technology and Logistics Management
Keywords:	體驗行銷;內容分析法;鐵道旅遊;太魯閣號;旅遊業者 Experiential Marketing;Content Analysis;Railway Traveler;Taroko Train;Travel agents
Date:	2008
Issue Date:	2014-06-27 00:23:19 (UTC+8)
Abstract:	國內近年來鐵道旅遊蔚然成風，而花東鐵道自然資源與人文素材豐富，值體驗行銷策略之盛行，期能創造鐵道旅遊整體體驗。然而在極速時代的推波助瀾下，台灣的運輸型態改變、高速鐵路、交通網絡、快速道路等建設陸續完成，也迫使台灣鐵路與車站進行營運與策略轉變，反映出了不同時代對台鐵的機能與需求。網際網路快速蓬勃發展，遭受強大衝擊的旅遊業亦正積極經營跨國界之電子商務，投身至無時空界線的新興領域。本研究以台灣地區著名入口網站（google、yahoo、msn）為取樣對象，搜尋與太魯閣號鐵道旅遊相關之行程，共七家旅行社網站126 The samples of this study were from the fames portal sites in Taiwan. This study searched the journey packages of Taroko train, Subjects studied were 126 data from 7 travel agents’ web pages. The purposes of this study are to analysis and compare on how t
Appears in Collections:	[Department of Transportation Technology and Logistice Management] Seminar Papers

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