階段性平台策略之探究——以線上旅遊平台為例

The study on platform strategy of online travel agencies

網際網路（internet）有著不受時空限制、便利、及時、去中間化等優勢，成功地刺激消費者線上交易並帶來可觀的營收。旅遊業從90年代開始大張旗鼓的設立線上旅遊平台，例如美國的Travelocity、Expedia、priceline.com、Hotels.com、Agoda、中國大陸的攜程網以及台灣的易遊網、易飛網等，都帶來驚人的營業額與獲利能力。然而經營線上旅遊平台似乎沒那麼容易，失敗收場的比比皆是，網路平台業者最終發現這不是一個只要口袋夠深（deep pocket）的戰場，而需要在適當的時間做出正確的平台策略才能夠脫穎而出。本研究以多個國際與國內成功的線上旅遊平台作為個案分析對象，藉由此多重成功個案的交叉分析與歸納，以Delta Model的策略模型為基底，透過「創新擴散模型」階段性地分析這些網路平台的經營策略，歸納出平台經營的成功關鍵因素，並發展一套得以依循實踐的命題。

With the rise of the Internet economy, a number of online travel agencies (OTA) or platforms emerged rapidly in recent years. Given the high failure rates of online travel business, the platform strategy has been brought to our attention. This study aims to find out what key factors are for a successful platform strategy and understand how to establish appropriate strategies to fulfill customer needs at different stages of platform development by analyzing several case studies of those international and domestic successful online travel platforms.