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Presentation for The Pen Bay
Presented by Chih-Chi Wang, Feb 2014
Agenda
• 個⼈人簡介 (Personal Profile)
• ⼯工作經歷與重要貢獻 (Working Experiences and Achievements)
• 台灣觀光產業分析 (Tourism Industry Analysis- Taiwan)
• 我對⼤大鵬灣的了解 ( My Understanding on The Pen Bay)
• 改善機會 (Opportunities)
• My Career Path (Proposed)
Personal Profile
� Name:⺩王治期 (Chih-Chi Wang)
� Education backgrounds: Ø Newcastle University - MSc International Marketing
� Certificate: Ø Essex University – Postgraduate Certificate of Gallery Studies
and Critical Curating
� Interests:Social media, digital marketing, travelling, gallery visiting
Working Experiences and Achievements � Company:Topbuyer Ltd.
� Position:PR/ Marketing Intern
� Working period:2013 October – 2013 December ( 2 months)
� Main responsibility:Planned, promoted, and implemented a fashion event in London
� Key challenges: Ø To promote a start-up company with relatively low visibility in the fashion
market. Ø To develop collaborative partnership with new talented fashion designers.
� Achievements: Ø Successfully attracted event guests and volunteers via social media without
additional cost. Ø Acted as a PR leader leading five team members to make sure the event
went smoothly.
Tourism Industry Analysis - Taiwan Ø 台灣傳統產業式微、科技產業外移,觀光產業發展機會⼤大增 (Taiwan tourism
industry is growing)
Ø 2007 – 2013 年來台觀光⼈人次:增加了 116 % (Number of visitors significantly increased by 116%)
Ø 2014 年觀光政策 (2014 Tourism policy):確⽴立國家⾵風景區發展⽅方向 (Focus on national leisure zone)
Ø 陸客及⽇日客為⺫⽬目前主要客源
(Chinese and Japanese as the main growth drivers)
2014年為發展與宣傳⼤大鵬灣 之關鍵年。 推廣⽅方向 (Strategic direction)
1) 掌握陸客成⻑⾧長趨勢 2) 開發新客源
⼤大鵬灣發展 The Pen Bay Profile
u 1997 年:交通部觀光局正式成⽴立了「⼤大鵬灣國家⾵風景區管理處」
u 2001 年: 擬定⼤大鵬灣⾵風景特區計畫 u 2004 年:交通部觀光局「⼤大鵬灣國家⾵風景區管理處」將⼤大鵬灣的整體開發規劃與經營委託給「⼤大鵬灣國際開發股份有限公司」負責
u 2005 – 2013 年:陸續完成了國際賽⾞車場、東⽅方渡假酒店、⽂文史博物館、主題商店街等設施。
u 2014 年:預計⼗十⽉月完成第⼀一期⼯工程,營運期展開
我對⼤大鵬灣的了解 – 遊客⼈人次統計 Number of Visitors Analysis
Source:⼤大鵬灣國際休閒特區官網
原⺫⽬目標: ⺠民國110年達 380萬以上旅遊⼈人次
Source:交通部觀光局
Year ⻘青洲濱海遊憩區 琉球⾵風景區 ⼤大鵬灣休閒特區 ⼤大鵬灣遊客中⼼心 Total (人次)
2010 0 260000 40000 70000 370000
2011 180000 290000 90000 0 560000
2012 150000 350000 110000 110000 720000
2013 60000 380000 100000 130000 670000
Ø ⺫⽬目標遊客市場原以商務與⻘青少年為主,將來可朝向公司團體拓展 (The target market: group or company tours)
Ø 總遊客⼈人次未明顯增⻑⾧長,距離⺠民國110年⺫⽬目標仍有⼤大差距
我對⼤大鵬灣的了解 – 客⼾戶滿意度 Customer Satisfaction Survey
Ø 參與客⼾戶調查滿意度⼈人數不踴躍,顯⽰示出⼤大鵬灣之品牌知名度尚未拓展健全
Ø 普遍滿意程度不夠理想
Source:交通部觀光局
我對⼤大鵬灣的了解 SWOT Analysis
Strengths Weaknesses
Opportunities Uncertainties
Ø 由政府⽀支持之BOT / 帶動觀光業 Ø 多元化:概括海、陸、空,在市場 上擁有相當⼤大的辨識度
Ø 開發⼯工程稍嫌緩慢,客源恐被其他 ⼤大型遊樂園 / ⾵風景區吸收
Ø 政府開放陸客遊台⼈人數增加 Ø 台灣觀光產業之發展潛⼒力 Ø 尚未完⼯工之建設⼯工程有機會吸引新客源
Ø 政府未有專職的機構跟進⼤大鵬灣的 開發進度
Opportunity (1)
Proposed strategy: Ø 建⽴立社群網站Weibo,吸引⼤大陸⺠民眾 (Attract Chinese
tourists through Weibo, the most popular social media in China)
Ø 與⼤大陸為主之旅⾏行社結盟推出旅遊⾏行程 (Develop partnership with travel agency with main focus on China market)
Finding:
開放陸客遊台⼈人數增加 (The tourists from China is growing) 根據新聞指出,台灣將在2014 年 4 ⽉月開放陸客遊台⼈人數,從每⽇日3000⼈人增加到每⽇日 4000⼈人,並新
增開放⼤大陸15座城市來台⾃自由⾏行。就政策的改變、陸客的消費⼒力、與對來台旅遊的興趣這幾點來看,
⼤大鵬灣應該反其思考,將國外遊客列為主要客群
Opportunity (2)
Finding:
公司網路⾏行銷有改善空間 (The Pen Bay’s internet marketing strategy has room for improvement)
• Facebook 粉絲團粉絲⺫⽬目前約2700名 • 無其他社群網路⾏行銷⼿手法或平台
Proposed Strategy:
Ø 與旅遊部落客、時尚部落客、美食部落客合作,增加曝光度。(Collaboration with bloggers to gain exposure)
Opportunity (3)
Ø 配合季節、節⽇日、熱⾨門話題等舉辦相關活動
Ø 與航空公司、⾼高鐵、鐵路局合作推出套裝⾏行程
Ø 與國⼩小⾄至⼤大專院校等教育機構合作
n Promotion through events planning:
n New customers development through partnership:
My Career Path (Proposed)
Multi-disciplined academic training - Music - Arts/ Curating - Marketing
2006 2013
Intern working experiences
2016 onwards
Ø Promote The Pen Bay through social media platforms
Ø Event planning
Ø Partnership development
Ø Others (any suggestion would be appreciated)
Ø Grow with The Pen Bay
Leadership Skill Development Marketing Capability Development
Basic Training