使用行動廣告與無所不在商務之效益-以民宿業者為例

Abstract

由於台灣的民宿歷經不同階段時期的演變，民宿家數不斷的成長，在觀光產業市場上已具規模。但是民宿業者在商業活動，向來是處於弱勢競爭，因此要其使用行動廣告的前提是需要有已經形成的全球商務環境才行。而正逢此時，i-phone產品的環境設計，正朝向此氛圍發展，並成功地創造了U-Commerce世代的族群，而其中全球商務的4種特性，正是民宿業者的營銷策略可立即介入並創造營銷的時機。 本文以透過供給一方的民宿產業與代表消費者需求一方的全球商務族群為對象，討論民宿業者使用行動廣告取得全球商務使用族群裡的發言權的可能性，並透過紮根理論分析，若行動廣告可以讓民宿業者與主要消費族群取得推廣管道，則民宿業者是否願意重新歸劃營銷推廣方式，以創造更高的來客數量。因此本研究設計如下： 一、利用所蒐集的次級資料，經過整理和歸納，透過全球商務的使用族群，分析其身處電訊環境之特性與接收資訊的習性。 二、利用所蒐集的次級資料，經過整理和歸納，規劃出訪談民宿業者的主要架構，並運用半結構式訪談方式，分析民宿業者的營銷策略。 三、假設民宿業者的營銷策略內容與全球商務的特性相容，以建立行動廣告溝通的可行性。 四、透過紮根理論的演譯，當理論飽和時，分析全球商務的使用族群是否為民宿業者的核心客群。 本文假設民宿業者的營銷訊息、客製化、行動廣告與適地性策略與全球商務族群的無所不在、獨特性、一致性與普遍性等4個特性具有對應關聯，並透過紮根理論的研究方法分析理論趨於飽和下可得知：1.民宿業者的可提供永遠啟動、永遠監控以及永遠預先行動的無所不在服務功能給旅遊者，讓兩造之間用行動簡訊或行動廣告溝通；2.能吸引U-Commerce世代的旅遊者，是所提供的客置化服務；3.適地性環境的供給更是民宿業者致勝的關鍵。綜合而言，需產生讓旅遊者樂於介紹給其他U-Commerce世代的旅遊者的良好口碑。 關鍵字：民宿、無所不在商務、行動廣告、紮根理論

Abstract The development of the hostel is an important indicator of economic growth in a nation. Especially during the year of 2000 to 2010, traveler reaches 29% growth in our country. People who like to travel would rather to live in outstanding and unique expensive hotel. And them can enjoy location based service and personal service. However, the numbers of the hostel offers is highly more than the demand of travelers. Furthermore, under the situation for lack of loyalty and the habit of people who change their minds fast are also testing the survival ability from U-Commerce with a i-phone which has GPS and GSM. This research supposes the hostel’s characters as the intermediary variable discussing the topic that the influence between U-Commerce and the mobile advertising. This research is selected by the a multi-faceted U-Commerce, where the “U” stands for ubiquitous, unique, unison, and universal, and define it as the use of ubiquitous networks to support personalized and uninterrupted communications and transactions between a firm and its various stakeholders to provide a level of value over, above, and beyond traditional commerce. At all will match the hostel’s characters that the marketing strategy、mobile advertising strategy、personal service strategy and the location based service strategy. The analysis method of theories is radiate theories; we can know the answer that the hostel operator can use the mobile advertising strategy to control the consumers whom are the U-Commerce of buyer. The research proof and analysis, it can be satisfied with of the party -consumers of the U-Commerce, if the hostel offers the location based service and personal service. The appearance of hostel Marketing is the core to hit the point of the consumers’ need. Building an Mobile Advertises Hostel can not only crease unchangeable experience for the travelers, but solve the problem to increase the business profit. Key word: The Hostel；U-Commerce；Mobile Advertises；Radiate Theories