30年來，台灣的票券並不發達，票券的行銷更是乏人問津，台灣開始有票券行銷雛型的是創始民國 80 年代，近年來由於電子商務(e-commerce)及行動商務(m-commerce)蓬勃發展，利用實體店面和網路行銷票券大行其道，由於進入經營門檻不高，台灣中南部引起行銷競爭，只能說風起雲湧，票券的行銷，面對嚴苛行銷環境，微利的挑戰，整體獲利不斷探底，整體營業額也不斷下降，因此不斷的開發新的票券種類及新的行銷模式成了首要之務。
本研究將以競合關係理論(co-competition)關鍵成功因素分析(key success factors)及商業模式(business model)等理論，配合票券經營者對台灣票券行銷經營模式長久觀察與了解，輔以票券產業界行銷達人的意見交流，對票券產業進行分析討論。以四個構面(價值主張、基礎設施、顧客介面、成本效益)為商業模式的基礎，導入 SWOT 進行分析及探討，將票券 T 公司經營策略改變，以打造創新的商業模式。票券T公司因為公司成立初期，同業競爭少，經營較為容易，較不重視通路商和顧客關係管理及行銷作為，平時在營運上，都只在意票券利潤、銷售額以及市場占有率的增加與否，而忽略行銷作為及售後服務，建議可以加強並且改變銷售模式，也就是以顧客觀點去審視商業模式，可增加公司營收價值，並以商業模式四個構面為基礎，導入 SWOT 分析後，是有助於公司重新思考經營策略，發現全新的機會，並且實務上可以創新公司的商業模式，利用實體通路得方便性和網路行銷的廣告行銷，達成獲利極大化之目的。

SUMMARY
The ticket market was undeveloped three decades ago. It’s not until 1990s that ticketing service was on the threshold. With e-commerce and m-commerce prospering, ticket sales in brick-and-mortar stores and online have been booming. Because of the low cost of running a ticketing venture, ticket trading in the middle and southern parts of Taiwan is rather competitive. The more competitors join the market, the harsher conditions the ticketing market is faced with, which leads to meager profit and the constant drop in revenue. Thus, it’s crucial to reinvent new types of tickets and marketing strategies.
This research was conducted on the basis of co-opetition, key success factors, and business model. As a local ticket trader, the author made deep analysis of the ticketing industry based on his observation and knowledge of the ticketing market in Taiwan as well as the experience exchange with some marketing experts in this industry. In this study applied the business model, including value propositions, infrastructure, customer value propositions, and cost benefit, along with SWOP analysis to assess T Ticket Agency, offer it effective business strategies, and reinvest its business model. It’s advisable T Ticket Agency focus on its marketing strategies and make proper adjustment after screening its previous business model from the customer-oriented perspective. In this way, T Ticket Agency is able to improve its prospects.
Keywords: Ticketing service, Business model, Marketing strategy, Co-opetition

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