本研究旨在以台灣中型旅行社產業為研究對象，探討其在產業中運用多角化策略的情形並以資源基礎理論為觀點來針對產業提出策略上的建議與參考。研究過程中以相關文獻及產業發展概況歸納出影響台灣中型旅行社產業在多角化策略運用上的關鍵因素，並以此內容設計問卷，透過個案公司的深入訪談調查及同業公司的問卷調查來進行研究。

研究結果藉由產業總體環境評估及五力分析找出對台灣旅行社產業概況與產業結構，此結論回應了本研究的第一個研究問題：探討台灣中型旅行社的產業概況與趨勢，分析其產業競爭力；接著探討個案公司與同業公司在多角化策略運用的方式進一步找出影響台灣中型旅行社產業進行多角化策略的影響要素，此結論回應了本研究的第二個研究問題：以資源基礎觀點探討出影響台灣中型旅行社進行多角化策略運用的方式，以提供投入相關產業者參考；最後透過討論個案公司在多角化經營策略的缺口回應了本研究的第三個研究問題：探討個案公司於現今多角化經營中應如何運用資源進行策略管理，並探討如何才能在競爭環境中發展優勢。

整體而言，本研究透過研究方法呈現出台灣旅行社產業在多角化策略運用所重視的關鍵要素並同時達到研究目的所產生的管理層面意涵，提供後續研究者進一步在策略上的認知及未來研究方向。

The purpose of this study is to discuss the diversification strategy management on medium size travel agency of Taiwan by based on resource-based theory and provide the recommendations on policy. The period of this study summarized the key factors in utilization of diversification strategy on medium size travel agency of Taiwan. By using these factors as variables to design the questionnaire and through one case company and four peers to conduct the survey with in-depth interview.
The Results of this study by industry environmental analysis and five forces analysis to identify industrial structure on medium size travel agency of Taiwan, and the results response the first research question: to discuss the overview and trends on medium size travel agency of Taiwan, and analyze the industrial competitiveness. Then by discuss of case company and its peers to find the key factors in using diversification strategy, and the results response the second research question: to investigate the way of the influence in diversification strategies on medium size travel agency of Taiwan to provide the related references to the industry. The last, through the gap in case company by using diversification strategy to response the third research question: discussion on diversification strategy of the case company is how should be used to and explore ways to develop advantages in the competitive environment.
In conclusion, the research through the methodology proposed the key elements in diversification strategy, and to provide the direction of future research in related industry.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 台灣旅行社產業概述 7
第二節 資源基礎理論 15
第三節 多角化策略 22
第四節 資源基礎理論與多角化策略的關係 30
第三章 研究設計 34
第一節 研究架構 34
第二節 研究方法 35
第三節 資料收集對象 38
第四章 研究結果與分析 39
第一節 台灣中型旅行社產業分析 39
第二節 個案介紹 55
第三節 問卷結果與分析 65
第五章 結論與建議 83
第一節 結論 83
第二節 研究建議 93
參考文獻 94
附錄一 訪談問卷 102
附錄二 旅行社產業管理規則 105

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