在第二批台湾自由行城市开放的背景之下,本文从旅游产品设计原则的视角出发,归纳出自由行产品设计最主要的市场导向性、差异性和系统性三大原则,并结合三大原则对当前国内旅行社台湾自由行产品分析。从而总结出当前台湾自由行产品存在细分市场不明显、特色不鲜明、未形成系统化服务等不足,最后为台湾自由行产品的设计提供一些建议,以期为旅行社不断完善台湾自由行产品,提供高质量、系统化的产品和服务提供参考。 In the second batch of free city in Taiwan open background, this article from the perspective of tourism product design principles, summed up the free-wheeling product design the most important market-oriented, diversity and systematic three principles, combined with the three major Principle of the current domestic travel Taiwan free exercise product analysis. Therefore, it is concluded that the free exercise product in Taiwan is not obvious at present in the market segments, the characteristics are not clear and the systematic service is not formed. Finally, some suggestions are provided for the design of the free exercise product in Taiwan in order to continuously improve the free travel products in Taiwan High-quality, systematic products and services for reference.