在科技與消費者需求變化皆十分快速的時代，產業必須具有調適或回應環境變化的能力，才能適時知道消費者的需求，並在競爭激烈的環境中生存及發展，而傳統行銷通路已無法滿足目前的市場需求，所以電子商務成為傳統通路以外的新通路。 近年來行動網路應用的概念日漸茁壯，可供行動上網的裝置也愈來愈受歡迎。各類行動裝置中，以手持式行動裝置(以下簡稱智慧型手機)發展最為快速，電子商務也因此朝向行動商務發展，當地產業可透過電子商務的方式，降低營運成本。使消費者得到更加便利的產品與服務，為目前觀光地區亟欲推動的重要一環。 本研究以屏東縣牡丹鄉旭海溫泉為例，運用服務平台技術為當地建立電子商務系統，以整合溫泉區當地之各項原住民文化特色與既有資源，並結合各項發展技術(行動條碼)。以服務平台的方式來促成新產品或新產業的開發，除使當地的觀光多媒體資訊活躍於手機螢幕上，也能讓消費者立即得知當地景點之相關地理位置與其導覽，完整掌握當地的文化背景、特色特產、民俗，甚至最新活動等資訊。 透過電子商務平台能提供各式資訊、產品或服務，並能透過網路交易進而提升營收與經濟利益。行動商務吸引了使用者、服務供應商、內容開發商等極大關注，當地產業可藉由發展行動商務改善營運績效並提升產業的競爭優勢，進而改善當地居民的經濟條件及生活品質。 This is the time that not only technology but also the needs of consumers keep changing rapidly day by day. Industries must have the ability to adapt or respond to the changes in the environment, in order to timely understand the needs of consumers, and to survive in the competitive environment. It is obvious that traditional marketing channels are no longer able to meet the current market demand. And so the e-commerce becomes a new path to the marketing. In the recent years, mobile Internet / WAP(Wireless Application Protoco) has become a common concept to everyone, and the devices with mobile Internet / WAP(Wireless Application Protoco) also become more and more popular. Among all kinds of mobile devices, the development of the handheld mobile devices (smartphones) are developped quickly one. Therefore, the developing direction of e-commerce becomes the mobile commerce. By the way of mobile commerce, the local industries can reduce operating costs. Providing more convenience products and services for consumers are important things to do in the tourist areas. This research is an empirical study for Syuhai Hot Springs in Mudan Township, Pintung County. We use the technology of service platform for establishing e-commerce systems, to integrate the local aboriginal cultural characteristics and existing resources within the hot spring area, and combine with various development technology(QR Code). With the use of service platform to facilitate the development of new products or new industries. E-commerce platform can provide all kinds of information, products or services. And by the online transaction it can also enhance the revenue and economic benefits. Mobile commerce has attracted a great deal of attention of users, service providers, and content developers. By developing mobile commerce, the local industries can not only improve operational performance and enhance the competitive advantage of the industry, what’s more, can further improve the economic conditions and the living quality of local residents.
