臺灣博碩士論文加值系統

隨著台灣經濟的日益繁榮，產業結構重心也從製造業轉為服務業。國內觀光產業在實施週休二日、開放大陸客來台觀光等計畫，及政府積極推動與發展下，觀光旅遊市場持續地穩定成長，國際觀光旅館業者也紛紛設立或調整原有經營方式。在面對競爭日趨激烈的經營環境下，愈來愈多的國內觀光旅館業者以策略聯盟方式，進行同業或異業合作，希望藉此快速取得所需的資源、技術、知識和能力等，以滿足不同層級顧客的需求，進而維持或提升本身的競爭優勢，創造雙贏局面。
本研究透過文獻回顧、專家訪談與問卷調查的方式，採用網絡分析程序法(Analytic Network Process, ANP)，整合多位專家的意見，建立一套評選策略聯盟型態的決策模式。本研究結果顯示，台灣國際觀光旅館在進行策略聯盟型態評選時，最重視的關鍵準則為策略聯盟績效目標，其次為策略聯盟管理作為，再者為聯盟夥伴評估準則，對於策略聯盟動機則最不重視。在評估指標權重方面，以獲利率為首要的考量，其次為銷售成長率，期望透過策略聯盟的合作方式，提升本身的獲利與銷售能力，達成聯盟目標，以提高對聯盟運作的滿意度。
在聯盟型態的評分上，前三名分別依序為多重活動聯盟、電子通路聯盟、實體通路聯盟，由於國際觀光旅館業為了提高顧客接觸率，以滿足不同消費者的需求，通常會從事一項以上的聯盟活動，並以通路為其主要的客源管道，因此上述三種為國際觀光旅館業最常採用的聯盟型態，同時也最能有效達到聯盟的績效目標；第四名為聯合促銷聯盟，此項聯盟通常會與同業或異業共同合作，推出套裝行程，以提高銷售率，需要較高的規劃與控制，屬於中等的聯盟型態；第五名為交叉促銷聯盟，第六名為一般廣告聯盟，第七名為戶外廣告聯盟，這三種聯盟型態主要是藉由與異業合作的方式，達到廣告的宣傳效果，較能夠提升知名度。基於國際觀光旅館業聯盟型態的不同，其所重視的關鍵準則與評估指標，亦會有所差異。

The economy of Taiwan with the prosperity day by day, structure of industry weight gradual transfer from manufacturing industry to a service industry, when the project has been implementation that the two-day weekend and China tourists comes to Taiwan visit, the tourist industry is under the circumstances that the government actively to promotes and develops, the market of tourist grows up continuously, the international tourist hotels to set up all the time, faced the management environment of intensity competition day by day, the international tourist hotels often adopt the of strategic alliance, with the cooperation and learn among the partners, obtain necessary resources, and satisfaction different demands of the customer, keep or increase one''s own competition advantage, reach the win-win situation.
This study had collected data through reference reviewing, expertise interviewing and questionnaire survey, and evaluated the group decision-making strategies model of strategic alliance in different alliance types by applying the Analytic Network Process (ANP) method. The results had revealed that while Taiwan international tourist hotels evaluating the strategic alliance type, the performance goal of strategic alliance is the most important key criterion that Taiwan’s international tourist hotels considered, the second one is the manage conduct of strategic alliance, and the third one is the partners assess criteria of strategic alliance, and does not pay attention to the motive of strategic alliance. The results of assess index weighing ranking are as follows. The major consideration is profit rate, and the second is sale growth rate, expect to increase one''s own the profit and selling ability through the strategic alliance cooperative way, reach alliance goal, and enhance the satisfaction of alliance operation.
The ranking of each kind of type for strategic alliance is listed as follows: the first three in order are multiple activity alliance, electronic place alliance and entity place alliance respectively. The three types had adopted most frequently in international tourist hotels industry, and can reach the performance goal of the alliance effectively. The fourth is the joint promote the alliance, this alliance usually introduce the package that cooperate with the same or the different industry, increase the sales rate and need the higher planning and control, belong to the medium-sized alliance type. The fifth, sixth and seventh is alternately promote alliance, general advertising alliance and outdoor advertising alliance, these three alliance types are cooperation with the different industry, reach the propaganda result of the advertisement, can relatively enhance the reputation. Due to the alliance types of international tourist hotels are different, the key criteria and assess index will also be difference.

目錄
摘要 I
Abstract II
目錄 Ⅳ
表目錄 Ⅴ
圖目錄 Ⅵ
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 策略聯盟理論探討 6
第二節 夥伴的選擇準則 14
第三節 策略聯盟的管理作為 20
第四節 策略聯盟的績效目標 24
第五節 策略聯盟的型態 26
第六節 國際觀光旅館的經營現況 30
第三章 研究方法 36
第一節 國際觀光旅館聯盟型態關鍵準則之選定 36
第二節 國際觀光旅館聯盟型態評選模型之建構 43
第三節 研究設計 49
第四節 網絡分析程序法 55
第四章 資料分析與結果 63
第一節 國際觀光旅館策略聯盟型態之研究步驟 63
第二節 實證分析結果 93
第五章 結論與建議 101
第一節 研究結論 101
第二節 管理意涵 104
第三節 研究限制與後續研究建議 105
參考文獻 107
附錄 124
表目錄
表2-1 策略聯盟之定義及特性彙總表 7
表2-2 策略聯盟動機理論彙整表 14
表2-3 各學者對於策略聯盟的夥伴評選準則彙整表 20
表3-1 策略聯盟動機理論彙整表 38
表3-2 策略聯盟型態之關鍵準則與評估指標的定義及說明 42
表3-3 策略聯盟型態的定義及說明 49
表3-4 AHP法與ANP法之差異比較 56
表3-5 四位專家之群體決策下關鍵準則間之相對權重表 59
表3-6 AHP評估尺度之意義與說明 60
表3-7 隨機一致性指標平均值 61
表4-1 各關鍵準則之權重值與一致性檢定彙總表 66
表4-2 多人決策下關鍵準則間之相對權重表 67
表4-3 多人決策下關鍵準則間之影響權重表(控制矩陣) 68
表4-4 各項評估指標的相對權重評比 71
表4-5 超級矩陣 81
表4-6 權重後之超級矩陣之計算說明表 82
表4-7 權重後之超級矩陣(Weighted) 82
表4-8 終極超級矩陣 84
表4-9 各聯盟型態在各評估指標之評比 86
表4-10 加權計算七種聯盟型態在十六項評估指標之權重 92
圖目錄
圖1-1 本研究流程圖 5
圖2-1 我國旅館業分類 31
圖3-1 國際觀光旅館業評選策略聯盟型態之網絡分析圖 46
圖3-2 評選聯盟型態之ANP研究流程圖 57
圖4-1 國際觀光旅館業評選策略聯盟型態之網絡分析圖 64

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