innovation in business reserch proposal案列:The feasibility of

1 Introduction引言

私人定制旅游是目前国外非常流行的一种旅游方式，根据旅游者的需求，以旅游者为导向的旅游行动流程设计，即高端旅行社根据客户的具体需求，从路线、方法和服务等方面为客户量身定做，使之具有较强的个人风格的旅游，它提供了一个个性化、专属的“一对一”式优质服务。私人定制旅游业务起源于欧洲、英国、法国等国家，率先将私人定制作为时尚个性化的消费方式，在全国中产阶级的推动下，进而延伸到全国旅游热。目前，国内高端私人定制旅行社数量较少，但已初具规模。目前国内可定制的旅游网络可定制的主题有：豪华游艇旅游、直升机旅游、摄影旅游、极地旅游、环境旅游、岛屿蜜月、婚庆假日、城堡会议、高尔夫假日、品酒之旅、豪华手表之旅、时尚之旅等，其中包含了三维一体化F陆、海、空专业定制旅游。这么多激动人心的旅游主题，我相信，为了满足各种游客的需求，虽然景观相同，但不同的游戏都能带给游客非一般的旅游享受。

Private custom tourism is now a very popular way of travel abroad, according to the needs of tourists, tourists-oriented tourism action process design, that is, high-end travel planning agency according to customer specific needs, from the route, methods and services to customers Tailored to have a strong personal style of the trip, it provides a personalized, exclusive, "one to one" type of high-quality services. Private custom tourism business originated in Europe, Britain, France and other countries take the lead in the private personal customization as a fashion personalized way of consumption in the promotion of the middle class in the country, and then extended to the national tourism hot. At present, the domestic high-end private custom travel agencies in small quantities, but have begun to take shape. The current domestic customizable travel network can be customized themes are: luxury yacht tours, helicopter tours, photo tours, polar tours, environmental tours, island honeymoon, wedding holidays, castle meetings, golf holidays, wine tasting trip, luxury watches trip, fashion trip, etc., which is encompassing the three-dimensional integration of land, sea and air professional custom travel. So many exciting tourist theme, I believe that to meet the needs of a variety of tourists, although the same landscape, but different games are able to bring tourists to enjoy the non-general tourism.

1.1 Background背景

高端旅游产品，初定目标群体年收入1亿元人民币，最低承诺单次旅游消费在500万至1000万元之间。在中国，他们经常被视为高端旅游者。携程官方称，经过携程大数据分析，多次预订高端住宿、酒店和旅游服务，近300万人。这部分高端旅游客源要发展目标客户群，如果每年人均消费超过5万元的高端旅游项目，可以带来至少15亿元的收入。虽然有很多私人定制的旅游服务都是高端的高价，甚至是一次非常奢华的旅行，但这并不意味着只有私人丰富的定制旅游才能享受。过去两年，旅行社开始推出定制化旅游服务，为广大游客提供推广。从价格上看，比普通旅游产品多20%以上，对于很多游客来说是不可企及的。非私人旅游服务仅作为订阅极少数的高价消费品。每个人都可以根据自己的预算旅行，享受高标准的定制旅行服务。如详细到欧洲博物馆旅游、城镇旅游、火车旅游等。选择当地成熟的交通网络；生活在酒店或家庭酒店的主题中。这些让游客花费过多也可以满足于旅行的习俗。私人定制旅行不一定等于高价格。许多人不得不住特色酒店，参观一些不知名的特色景点，并渴望品尝当地特色。这些要求并不意味着高消费，而是更加强调个性。盲目堆积各种奢华体验，却难以让聪明的游客相见。

High-end tourism products, the initial target group is set to annual income of 100 million RMB, the minimum commitment to single tourism consumption in the 5 million to 10 million. They are often seen as high-end travelers in China. Ctrip official said, after Ctrip large data analysis, repeatedly booking high-end accommodation, hotels and travel services, nearly 3 million people. This part of the source of high-end tourism customers want to develop the target customer base, if the annual consumption of more than 50,000 RMB per person per year high-end tourism projects, can bring at least 1.5 billion in revenue. Although there are many private customized travel services are high-end high-priced, or even a very luxury trip, but it does not mean that only private rich custom-tailored travel to enjoy. The past two years, travel agencies began to introduce customized travel services, for the majority of visitors to promote. From the price point of view, more than 20 percent more than ordinary tourism products, for many tourists is not unattainable.Not private travel services as a subscription only for a very small minority of high-priced consumer goods. Each person can travel according to his or her own budget; enjoy high standards of customized travel services. Such as detailed to the European museum tour, town tours, train trips and so on. Choose the local mature transport network; live in the theme of the hotel or family hotel. These allow visitors to spend too much can also be satisfied with the custom of the journey. Private bespoke travel is not necessarily equal to high prices. Many people have to live features hotels, visit unknown characteristics attractions, and the desire to taste local specialties. These requirements do not mean high consumption, but more emphasis on individuality. Blindly piling up a variety of luxury experience, but difficult to make smart visitors to meet.

1.2 Literature background

One-to-One Marketing Initiatives Customize one or more aspects of an individual customer's enterprise marketing mix (Amaldoss& Jain, 2005). One-to-one marketing represents an extreme form of segmentation with a target segment size of one. There are two forms of one-to-one marketing: personalization and customization. Personalization is the decision of the company, usually based on previously collected customer data, and what marketing mix is appropriate for the individual. A good example is Amazon's personalized book and music recommendation. The field of e-commerce is full of other examples of personalization. Nytimes.com allows readers to obtain personalized news articles; MLS.ca filters buyers' homes in Canada according to their preferred location, size and function. Customization is when a customer voluntarily specifies one or more elements of his or her marketing mix. Dell computers allow customers to customize the computers they order. The MyYahoo feature on Yahoo.com allows users to specify the elements of their home page, such as weather forecasts, their favorite stock reports, or prioritize local sports news. Figure 1 illustrates these definitions (Coussement& Van den Poel,2007).

Figure 1 - Understanding personalization and customization

1.3 Research questions and objectives

This dissertation aims to study the feasibility of tailor made travel at present China and its current situation in China. Therefore, this dissertation will answer several questions as following. Firstly, what target customers the tailor made travel and price set are. Secondly, what its development potential and prospects of tailor made travel are. Thirdly, what the advantages and disadvantages of tailor made travel are. And eventually it will revealthe objective that why current China is both great challenge and chance for tailor made travel. In order to answer these questions, literature research and questionnaire method will be adopted. 

1.4 Brief summary of proposed research method

This dissertation will adopt questionnaire as the major research method. Questionnaire is a way to explore the current situation of the facts. Its main purpose is to collect and accumulate basic information about the attributes of science education of a certain target group. The questionnaire can be divided into descriptive research and analytical research. In determining whether to use the questionnaire method as a research tool, consideration should be given to the success of the study objectives and the attention to the consistency of the research sample on the questionnaire (Blattberg, Kim &Neslin, 2008). In addition, the survey also has its advantages and disadvantages, view its characteristics with the research theme, in order to achieve its objectives. In this case, questionnaire will be requested to fill face to face in front of major department stores of the city, including both ordinary department stores and luxury department stores in order to cover as many levels of interviewees as possible.  

2 Literature review

Perhaps the most popular example of personalization is Amazon.com. Amazon uses collaborative filtering to determine what music or books to recommend to users. In fact, the Internet offers many opportunities for personalization. At ebay.com, a website can identify users and tap the user's previous trends and his or her search. The system then imports the appropriate relevant links on the site as the user browses. Search engines such as Google and AltaVista analyze the types of searches that users have over time. When users search for similar topics on the search engine, the engine can respond more quickly and efficiently. The service industry makes full use of individuality. For example, Sprint can analyze customer usage to determine the appropriate call plan for the customer. During summer, the Portola Plaza Hotel in California relies mainly on tourism. The hotel aims to increase revenue and reduce inventory. The invitation is sent to the previous customer, directing them to a personalized URL that collects visitor preference information. After detailed analysis, the mail will be sent to these customers, provide discounts and other promotional offers to encourage them to the hotel. With this program, the hotel's revenue has increased significantly and its customers have been successfully retained. Many insurers, such as ICICI-Lombard, use customer surveys to prepare personalized insurance plans that are personalized. Harrah's Entertainment personalizes many promotions and rewards based on what you learn from your customer data.#p#分页标题#e#

While Amazon is a typical example of personalization, Dell's role in the computer industry is customized. The customer can order a computer from Dell according to his or her needs and preferences (Arora,et al., 2008). Therefore, the computer is customized for the user. The long-term return on this strategy is difficult to determine and confuse Dell's dependence on the Internet channel and its recent plight. However, it is clear that customization is part of the value proposition that drove Dell to become a major player. Customization has been applied to a variety of other industries. Many restaurants allow customers to suggest changes to the menu. A recent study found that 81% of motorcyclists expect motorcycle seats to be on order. Sporting goods giant Adidas - Salomon has been used to customize. Faced with fierce competition, the right to launch new products, Adidas has begun to produce shoes, which is code from the customer. Berger (Adidas) and Dr. Piller (TUM, Munich, Germany) survey shows that customers like the shoes of the standard shoes. Companies such as Spreadshirt and "Levis" 6 also custom-tailor clothing. One can design the car's roof on-line, then the car is custom-made. 

 

Figure 2 - Firm choice on level of personalization

 

An obvious potential advantage of customization is better customer satisfaction. Although the above cited examples of the proliferation of implied this point, but our knowledge of the long-term impact and profitability is not systematically analyzed (Malthouse &Elsner, 2006). Another potential advantage presented by the example above is strategic - we often see customization occurring in highly competitive industries - restaurants, banks, clothing, and computer - product differentiation is critical but difficult to achieve. Customization itself is a differentiation point (Dell), and ensures that the product itself is unique. Of course, the potential drawback is cost. For example, custom Adidas shoes 30% more expensive than the standard production line. Likewise, the question is whether incremental and strategic advantages overcome this cost. Customization can also make purchasing decisions difficult, making the selection task very complex. From the customization of products derived from the more efficient use of the psychological difficulties and make the choice of the complexity of the transaction. Another potential problem is Pandora's box to increase customer expectations.

3 Proposed research method

In this case, questionnaire will be requested to fill face to face in front of major department stores of the city, including both ordinary department stores and luxury department stores in order to cover as many levels of interviewees as possible.  

 

3.1 The execution of the questionnaire

Since the tailor made travel is extreme personalization, it is crucial to understand people’s thoughts about specific plans. Thoughts of people are difficult to measure but understood and analyze. Therefore, qualitative methods such as interview and questionnaire are more suitable in this case.The interview method refers to the interviewer and interviewees face to face interviews to understand the psychological and behavioral psychology of the basic research methods, due to the nature of the problem, the purpose or object of the different interviews with different forms. An interview is an investigative conversation that is a verbal form that collects objective, unbiased factual material from an interrogator's response in order to specify exactly how the sample is to be represented.Questionnaire is a way to explore the current situation of the facts. Its main purpose is to collect and accumulate basic information about the attributes of science education of a certain target group. The questionnaire can be divided into descriptive research and analytical research. In determining whether to use the questionnaire method as a research tool, consideration should be given to the success of the study objectives and the attention to the consistency of the research sample on the questionnaire.Comparing the features of interview and questionnaire, questionnaire is more suitable in this case, comparing with the depth of thoughts, to gather and analyze more sample thoughts cover as many as levels of interviewee matters more than the depth of the thoughts of the interviewees. The questionnaire will be requested to fill face to face in front of major department stores of the city, including both ordinary department stores and luxury department stores in order to cover as many levels of interviewees as possible.A sheet with questions will be provided.The participants will be need to fill the sheet in front of the investigator. When they finish, the sheet will be collected and packed for later analyze. 

3.2 Limitation of the method

Though questionnaire has multiple advantages, such high efficiency, can be used for large-scale investigation, deal with standardized, low requirements on the participants, to spend less information, can better respond to the test's point of view and so on.It also has many limitations, including that it is not flexible enough, can not fully reflect the attitude of the tested person, the cultural level of people have certain requirements, easy to produce respondents void, research accuracy is damaged.The problem designed is difficult to fully cover all the aspects in need. The results were broad instead of deep. Frequently, questionnaires are filled in by the users themselves, so the quality of their findings is often not guaranteed. The recovery rate of the questionnaire is difficult to guarantee. 

4 Feasibility/Resources (150-300 words)

In the process of the research, the first hand and second hand resources are applied in the research. For the term of the first hand data, the interview and survey are both conducted by myself and record, the meaning could fully reflect by the personal opinions and views. In addition, all data is calculated and statistic by me,thisinformation could be trusted. Besides that, in the light of the second hand information, in the data collection, the data is coming from the official website of the travelling department and audited financial report from the specific travelling agency, so that the financial figures can be trusted through the research. 

Besides that, the academic resources, newspapers and trading journals are also applied in the process of the research.

5 Summary (150-200)

In conclusion, this dissertation aims to study the feasibility of tailor made travel at present China and its current situation in China by answering what target customers the tailor made travel and price set are, what its development potential and prospects of tailor made travel are and what the advantages and disadvantages of tailor made travel are by reviewing literature of previous about one-to-one customization, personalization marketing and qualitative analysis questionnaire. When performing and analyzing questionnaire, it pays attention tothe limitations of questionnaire to require the participants to answer questions onsite and to try to cover as many as levels of participants as possible to reveal the objective that why current China is both great challenge and chance for tailor made travel, though according to the current situation of tailor made travel in China, it is still infant industry that the management, standards, charges and related regulations etc. are in need to regulate.

6 References

Arora, N., Dreze, X., Ghose, A., Hess, J., Iyengar, R., Jing, B., & ... Zhang, Z. (2008). Putting one-to-one marketing to work: Personalization, customization, and choice. Marketing Letters, 19(3/4), 305-321. doi:10.1007/s11002-008-9056-z

Amaldoss, W., & Jain, S. (2005). Pricing of conspicuous goods: A competitive analysis of social effects. Journal of Marketing Research, 42(1), 30–42.

Blattberg, R. C., Kim, B.-D., &Neslin, S. A. (2008). Database marketing: Analyzing and managing customers. New York: Springer

Coussement, K., & Van den Poel, D. (2007). Improving customer churn prediction using emotionality indicators in emails as additional features. Working Paper. Ghent: Faculty of Economics and Business.

Malthouse, E. C., &Elsner, R. (2006). Customisation with cross-basis sub-segmentation. Database Marketing & Customer Strategy Management, 14(1), 40–50. doi:10.1057/palgrave.dbm.3250035.

Ku O, Hou C, Chen S. Incorporating customization and personalization into game-based learning: A cognitive style perspective. Computers In Human Behavior [serial online]. December 2016;65:359-368. Available from: Science & Technology Collection, Ipswich, MA. Accessed November 13, 2016.