旅遊同業媒體在數位轉型時代下之策略探討-以A公司為例

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2023

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隨著疫情改變了我們的生活習慣,接連著3C產品與網路的快速發展,旅遊同業媒體不得不面對數位轉型的挑戰。傳統的紙本媒體逐漸失去市場,數位媒體成為主流。在此情況下,旅遊同業媒體必須採取相應的策略以因應數位轉型。除原依賴的廣告收入,透過與其他旅遊相關產業夥伴的策略合作,可以實現資源共享、協同效應,進一步提升競爭力。本文在分析旅遊同業媒體數位轉型的策略,並提出幾個關鍵建議。首先,旅遊同業媒體應該建立自己的數位品牌,加強宣傳和市場推廣。其次,旅遊同業媒體應該開發多元化的數位內容,包括文字、圖片、視頻等多種形式,以滿足讀者對不同形式的內容的需求。此外,旅遊同業媒體還可採用數據分析,了解讀者的閱讀習慣和需求,進行協助業者精準推薦和廣告投放。最後,旅遊同業媒體還可與旅遊業者或國外縣府觀光局合作,共同開發旅遊產品和體驗,實現綜合媒體和旅遊業務的整合,達到綜效。本研究最後提出四個旅遊同業媒體數位轉型的關鍵策略:包括增強數位技術能力、開發多元化收入來源、資源整合與夥伴關係、策略和價值創新。這些策略有助於旅遊同業媒體在數位時代中立足並獲得市場優勢。同時,與其他旅遊相關產業夥伴的合作也是實現數位轉型成功的關鍵。
Travel media has faced the challenges of digital transformation since the pandemic and the rapid development of 3C products and technology has reshaped our daily habits. Traditional print advertising media has been gradually losing its market shares to digital media. Travel media must adopt corresponding strategies in response to digital transformation. In addition to relying on advertising revenue, resource sharing and synergies can be achieved through cooperation with other travel-related industry partners, further enhancing competitiveness. The purposes of the current study are to analyze the strategies of digital transformation for travel media and then to propose several key recommendations.In particular, first, travel media should develop their own digital brands by combining internet branding and digital marketing. Secondly, travel media should develop diversified digital contents, including texts, images, videos and other forms to meet readers' demand. Third, travel media can use data analysis to understand readers' reading habits and needs, and make precise recommendations and advertisements. Finally, travel media can also collaborate with travel industry practitioners to jointly develop travel products and experiences by integrating comprehensive media and travel businesses. This study proposes four key strategies for digital transformation of travel media, including enhancing digital technology, developing diversified revenue sources, integrating resources and partner relationships to create product and value innovation. These strategies can help travel media to gain market advantages in the digital era. At the same time, cooperation with other travel-related industry partners is also a key to successful digital transformation.

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價值創新, 數位轉型, 轉型策略, Value Innovation, Digital Transformation, Transformation Strategy

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