觀光旅遊商務整合行銷平台應用之探討——以屏東縣牡丹鄉旭海溫泉為例

Discussing for tourism integrated marketing platform application of Xuhai Hot Spring in Mudan Township of Pingtung County

本研究根據現地調查牡丹鄉之商家資訊、觀光產業相關資料、協助探討牡丹鄉觀光旅遊商務整合行銷平台使用現況及用SWOT分析探討未來行銷策略。其目的為探討如何提升平台發展知名度、改進系統功能及提升市場競爭力等相關發展決策。本研究依據TOWS矩陣提出建議：一、SO策略：研發在地產品，並利用平台推廣地區限定商品、自營商品等拓展策略，創造出新的商機；二、WO策略：與牡丹鄉公所合作，請鄉公所提供專員一起輔導、鼓勵當地更多民宿飯店業者合法化；三、ST策略：平台內容須堅持利用本身觀光產業優勢發展在地特色文化及產業，勿讓外來產業同化牡丹鄉；四、WT策略：與當地業者合作，於節慶、季節活動展示實體產品增進消費者信任，並於平台宣傳產品優惠或食宿消費促銷方案，不僅可刺激遊客消費，也可提升平台知名度。本研究依據研究結果提出建議：一、增加電子報訂閱功能，定期提供當地觀光旅遊資訊，開創平台新通路；二、增加商家優惠促銷系統，提供商家折價券或活動優惠資訊，促銷民眾使用平台服務。期許能提供後續研究者及相關業者參考。

According to this investigation, including shop information and tourism industry information, this study helps us to discuss integration of business tourism marketing platform in Mudan Township and use SWOT analysis to discuss prospective marketing strategy. That is in order to do how to promote platform progression notability and marketing competition strategy. We can get some conclusions from SWOT analysis in this study: First, SO strategy: develop local products and use platform to advertise local limited products and their own products. This strategy creates new business opportunity. Second, WO strategy: cooperate with Mudan Township Office and ask them to provide assistants to coach and inspire more local hotel proprietors legally together. Third, ST strategy: platform content has to insist to use tourism industry itself preponderance to develop their local unique culture and industry, don＇t let external industry assimilate Mudan Township. Fourth, WT strategy: cooperate with local proprietors and demonstrate entity products in festival and season activities to promote trust of consumers. Advertising products discount or transportation and accommodation expenses scheme not only can stimulate tourists to purchase but also can elevate platform notability. According to this study consequence, we can give two suggestions. First, add electronic bulletin function and provide local traveling information regularly to start new way in platform. Second, add shop discount promotion system to provide discount tickets or activity discount information to let people who are from all over the world to use platform services. Hope that we can provide the information about the shops and tourism industry of Mudan Township to the later researchers and related proprietors to refer.