Innovative services and performance management in e-Travel business.

網際網路的商業應用，是企業創造新的經營模式以產生爆發性競爭優勢的重要議題，旅遊產業更是被視為最適合運用網際網路平台，將傳統的經營模式，轉化為電子化經營模式，以創造績效的熱門產業。本研究以個案研究法，探討雄獅旅遊企業發展之首套台灣旅遊產業內跨企業的電子化協同運籌平台個案，以第一手資料，了解其動機、策略意義、系統知識與創新價值、及具體產出的效益內容，並分析其如何在面臨產業經營瓶頸時，洞悉發展機會，訂定企業策略願景，運用企業核心能力，結合外部策略資源，終能完成貫穿產業上下游的電子化平台與創新經營模式的決策歷程。同時，以文獻探討法，蒐集國內外相關文獻，發現個案公司在長期研發旅遊創新服務經營策略過程中，雖然並未參考國內外相關理論或實務經驗，僅靠內部人才與組織動能，所提出的解決問題的旅遊業電子化創新服務之策略思維與策略方案，卻跟國外相關文獻所曾提出的理論與實證案例有諸多雷同之處，是本研究很驚喜的發現，如個案公司的旅遊業產品客製化協同設計模型的個人化行程規劃與國外的旅遊推薦系統(Recommander System)之相似；個案公司的協同創新模式與Abernathy & Clark的旅遊創新模型可以相互歸類印證；個案公司之首創旅遊業協同運籌與策略聯盟的圓桌式虛擬整合系統與文獻中的Applegate, Lynda, Robert, Austin, and Warren.(2003)提出流動疆界的理論，有異曲同工之處等。 本研究關心「數位經濟衝擊下旅遊業經營議題」、「電子化旅遊創新服務策略」、及「電子化旅遊創新服務績效之評估與管理」等三大主題，有下列之結論與發現：1、在數位新經濟的衝擊下，旅遊產業內各利害關係人對於企業價值及顧客價值的認知有顯著的改變。2、在數位新經濟的衝擊下，旅遊產業面臨價值鏈關係重整之結構性改變之挑戰。3、在數位新經濟的衝擊下，旅遊產業尋求策略聯盟與協同商務的創新經營模式的發展，是關鍵的策略議題。 4、能滿足新的企業價值與顧客價值認知的電子化創新服務策略，才有成功的基礎。5、採取協同運籌平台發展與協同運籌體系推展的電子化旅遊創新服務策略，有成功的個案。6、電子化旅遊創新服務策略的執行結果，促成了包括產品、流程、組織、結構與行銷的創新，間接改造了企業核心競爭力。7、從文獻探討的創新意涵與分類，與個案公司的創新比較，顯示台灣旅遊業電子化創新功能仍有很大落差，待發展的創新議題仍多。8、BM-based BSC績效評估制度是雄獅旅遊企業認為可採行的適當制度雛型，以試行電子化旅遊創新服務績效評估與管理，累積實證經驗，以觀效益。 9、電子化旅遊創新服務績效評估與管理制度，應將產業內策略聯盟利害關係人的價值滿足納入考量。 本研究僅止於探索性之研究，根據個案分析與文獻探討，做質化的分析，可作為後續正式的量化研究做基礎。本研究在知識與創新的應用、以及企業如何運用策略管理方案，以突破傳統企業經營巢臼，找出環境變化的威脅與機會點，開創新契機的經驗與問題發現，有繼續探討之價值。 本研究所提出的電子化旅遊創新服務的平衡計分卡績效管理制度，可做為一個雛型，供雄獅旅遊個案公司試用，也可做為後續實證研究之基礎。The key factor to creating a new explosive business model with competitive advantage is the application of the Internet. One industry that is viewed as most suitable for transformation from a traditional business model to an e-business model utilizing an Internet web platform is the travel industry. The research will explore Lion Travel’s motives, strategy, system knowledge, creative value and practical benefit in being the first in the industry to implement an Electronic Logistics Collaboration Platform by looking at its first quarter information. We will also analyze how Lion Travel was able to foresee a chance of growth and how is the decision-making process to set a corporate strategic vision when the industry was facing operation bottleneck by combining core competency and outside resources to build a supply chain management electronic platform. After collecting and surveying the relevant domestic and overseas literatures, we find that the strategic thinking and plans, of the electronic innovation services for the tourist industry, offered by the case, have something identical with the theories and examples on these literatures although these thinking and plans are only brought up by the internal talents and organization momentum without referring to the relevant theories or actual situation during the development of them. This is a big surprise to us. With a concept that the tour planning can be customized, the collaborative design model for the tourist industry, brought up by the case, is similar to overseas travel agencies’ Recommender System, for instance. In fact Lion Travel’s innovative Collaboration model is pretty much the same as Abernathy & Clark’s model. Even Lion Travel’s first-in-the-industry strategic alliance round-table virtual integrated system is similar to the theory of Flowing Boundary by Applegate, Lynda, Robert, Austin, and Warren (2003). The research takes a close look at three main subjects: “The Impact of E-Economy in the Travel Business”, “Innovative Services in Electronic Travel” and “Analysis and Management of Innovative Service in Electronic Travel” and has the following conclusions and discoveries: 1. There is a noticeable change in corporate value and customer value within the travel industry’s stakeholder. 2. Under the impact of E-Economy, the travel industry faces the challenge of a value chain relationship reorganization structural change. 3. Under the impact of the new digital economy, the key strategy for the travel industry is to seek strategic alliances and business collaboration. 4. The key to success is to fulfill new corporate and customer value by an innovative electronic service strategy. 5. There is a successful case in utilizing the logistics collaboration platform and collaboration operation system in the innovative electronic travel service strategy. 6. The results of innovative electronic travel service create innovations including product, process, and organization, structural and marketing which indirectly changed corporations’ core competitiveness. 7. After comparison between case innovations and relevant documentation on related subjects we found there is room for innovative development. 8. BM-based BSC evaluation system is viewed as a feasible proto-type system in innovative electronic services evaluation analysis and management to accumulate experience and view results. 9. The system of innovative electronic services evaluation and management systems should include value fulfillment of industry strategic alliance relationships. The research is limited to exploration according to case analysis and documentation probe for quantified analysis as a base for formal quantification research. This research realizes the value of continued exploration in application of knowledge and innovation, how corporations utilize corporate strategy management to break the old traditional business model and find threat and opportunities for environmental change and create new opportunities and experiences. The balanced score card management system for innovative electronic service mentioned in the research can also be a prototype for Lion Travel as a base of continued research