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研究生:葉佳朋
論文名稱:旅遊業創新經營策略研究 以雄獅旅遊公司為例
論文名稱(外文):The Study on Innovative Management Strategies of Tourism Industry – A Case Study of Lion Travel Company
指導教授:曾欽正曾欽正引用關係
口試委員:黃聰輝賴文祥
口試日期:2016-04-29
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:61
中文關鍵詞:雄獅旅遊創新與經營策略經營策略SWOT分析法Porter五力模式
外文關鍵詞:Lion Travel CompanyInnovative Management StrategyManagement StrategySWOT AnalysisPorter five forces analysis
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隨著社會經濟發展、國人的生活環境加速改善與生活品質的提升,加上觀光旅遊市場的同業競爭、旅遊內容與體驗方式朝向更多元化發展等因素,使得消費型態產生極大的改變。消費者更加注重旅遊內容與品質,甚至於旅遊過程的的氛圍。因此旅遊業者要能提供達到一定水準的品質以及服務,讓消費者感到物超所值,才能再次吸引顧客上門消費。
有鑒於此,業者必頇擬定出最佳的經營策略,俾便能夠產生最大的經營績效與獲利。除此之外,創新不僅是企業持續發展的動力,同時也是因應市場變化的最佳利器。
本研究以雄獅旅遊做為個案研究對象,透過文獻探討及深度訪談來瞭解其實際經營狀況,之後進行研究分析,可提供建議給旅遊業者做為經營改善之參考,進而提昇其經營績效與競爭優勢。
由本研究結果得知,雄獅旅遊是個運用創新經營策略成功的企業,包括在旅遊元件方面採用非傳統的方式、經營決策不同於大多數的企業是由經營者或是董事會制定後予以施行,而是採取由企劃團對協助營運主管;集體參與的方式、年薪制度與鼓勵員工內部學習,以及將E化的作業流程應用在團體旅遊和客製化包需求的過程與服務上面。透過這些創新經營策略使得雄獅旅遊的經營成效卓越,也建立了同業不易模仿與超越的競爭優勢,成為台灣旅遊業界的指標企業。
本研究為探索性研究,以質性的研究方法、訪談法、與文獻資料回顧法及二手資料研究法,根據事先草擬的訪談綱要,進行了半結構性訪談,最後,制定的經營策略。旅遊業深受國內、外的環境因素影響,符合舊金山大學Heinz Weihrich教授提出來的SWOT分析法,因此本研究據此作為研究因應旅遊業之經營策略之重要參考依據;同時透過文獻相關資訊的蒐集,來研擬架構,最後並以 Porter五力模式理論,分析出旅遊業可行之經營策略。
本研究目的在於提出一個簡單且適用的創新經營策略,掌握市場競爭的核心優勢首先是員工素質與掌握消費者的旅遊趨勢 其次是旅行業主體的專業化程度,並確實執行以求正確預測和掌握環境、客觀評估與善用資源, 尌能創造與其他旅行社的差異化。掌握市場追求企業經營的致勝之道,並提供國內外旅行業者參考。

關鍵詞:雄獅旅遊、創新與經營策略、經營策略、SWOT分析法、Porter五力模式
With social and economic development, progressing environment and better quality of life, coupled with the competition in the tourism industry and diversified developments of travels and experiences, consumption patterns have changed dramatically. Consumers become more concerned about the content and quality and even the atmosphere during the trip. Thus, the travel agency or the tour operator must be able to provide a certain level of quality and service so that consumers would be attracted and consider the product is beyond its price in value.
According to the aforesaid reasons, the industry must work out the best business strategy to achieve maximum business performance and profitability. In addition, innovation is not only the driving force for sustainable development, but also the best weapon against the changing market.
Based on literature reviews, in-depth interviews and research analysis to understand the actual operating conditions, the thesis, taking Lion Travel as a case study, aims to to provide advices to the tourism industry how to improve the business management, further enhance its competitive advantage and business performance.
The research indicates that Lion Travel is a successful business that is expert in innovative management strategies, including unconventional ways of tourism elements and the management strategies made by planning team rather than the executive manager or board of directors. Through these innovative management strategies, for instance, group participation, annual salary system, internal training for the employees, and the electronic process and service of group tour and customized requirements, make Lion Travel perform an excellent business. Moreover, it owns a competitive advantage and become an icon in Taiwans tourism industry, which is not easy to imitate and surpass in the industry.
The study is an exploratory research. With qualitative research method – interview, literature reviews, and secondary data analysis, semi-structured interview was proceeded as per the drafted outline and then finalize the management strategies. Since tourism is affected by domestic and foreign environmental factors, the study will be regarded as a significant reference based on the SWOT analysis by Heinz Weihrich, a professor of University of San Francisco; and further analyze the practical management strategies in tourism.
This study aims to present a simple and applicable innovative management strategy. Enhancing the quality of the staff and realizing the traveling trends for consumers are the advantages in the market competition. The next is to elevate the level of the professionalization in tourism, make an objective assessment and make a good use of the resources to establish a market differentiation. Become a significant reference for the domestic and foreign agencies with the key to success of the business.

Keywords: Lion Travel Company, Innovative Management Strategy, Management Strategy, SWOT Analysis, Porter five forces analysis
謝  誌 I
摘  要 II
ABSTRACT IV
第一章 緒論 1
第一節 研究動機及背景 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 本文架構 5
第五節 名詞解釋 6
第二章 文獻探討 8
第一節 創新綜論 8
第二節 經營策略. 12
第三節 台灣旅遊產業發展現況………………………………………………… 23
第三章 研究設計與實施 27
第一節 研究流程 28
第二節 研究架構 29
第三節 研究方法 30
第四節 研究對象 33
第五節 研究工具 35
第六節 研究實施分析方法 36
第四章 實證結果與分析 40
第一節 雄獅旅遊簡介 40
第二節 訪談結果與分析 47
第三節 研究個案創新策略分析 54
第五章 結論與建議 56
第一節 研究結論 56
第二節 研究建議 58
參考文獻 59
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