Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/131545
|
| Title: | 透過水平擴張及加盟體系策略提升企業競爭優勢：以旅遊產業為例
A Study on Using Horizontal Expansion and Franchise System to Enhance Competitiveness of an Enterprise – An Example of Tourism Industry |
| Authors: | 嚴揆生
Yen, Kuei-Sheng |
| Contributors: | 羅明琇
Lo, Ming-Shiow
嚴揆生
Yen, Kuei-Sheng |
| Keywords: | 水平擴張理論
加盟體系
企業競爭優勢
旅遊產業
Horizontal expansion
Franchise system
Competitiveness of an enterprise
Tourism industry |
| Date: | 2020 |
| Issue Date: | 2020-09-02 11:55:51 (UTC+8) |
| Abstract: | 本研究旨在於討論大型旅行社如何透過企業擴張及創新策略提升企業競爭優勢，以雄獅旅行社及其子公司旅天下(雙獅旅行社)之水平擴張理論及加盟體系來探討其成效，並與日本旅行社市場的研究案例做對照，利用實際的營運數據來探討此擴張策略是否可行以及面臨的問題，進而深入檢視以提出建議。
本研究之個案雄獅旅行社與旅天下(雙獅旅行社)發揮核心優勢並了解產業中的痛點，進而解決了加盟商所需，加盟體系與策略聯盟都是水平整合的模式，由目前短短3年加盟商的家數達到32家來觀察這一個策略是成功的。水平擴張後對企業應該產生的綜效，就顧客及營業數據來說有達到預期增長的效果，未來需要更多的數據加以做佐證與分析，方能確認此一模式能永續經營。
This study aimed to discuss how tourism industry applied enterprise expansion and franchise system to enhance competitiveness, taking Lion Travel and its subsidiary Uplan Travel as case study. Uplan Travel uses horizontal expansion theory and franchise system as its strategy to expand the market. The researcher compared Taiwanese market and Japanese market and collected real-time business report and statistics to testify whether the strategy of Uplan Travel is feasible and propose suggestions.
The results showed that Lion Travel and its subsidiary Uplan Travel demonstrated their core value and understood what the industry really needed, thus fulfilled their franchisee’s need. Franchise system and strategic alliance are both modes of horizontal expansion. In just three years, 32 franchisee joined Uplan Travel and this indicated the strategy is successful. From the aspect of customer growth and business report, there has been significant increase. In the future, more data will be required to conduct more analysis and see if this strategy can be sustainable operated. |
| Reference: | 方至民(2015)。策略管理-建立企業永續競爭力。新北市：前程。
陳則銘(2003)。企業併購之相關智慧財產管理策略與法律規劃研究－以併購美國高科技公司時之專利查核評估探微。未出版之博(碩)士論文，國立政治大學，智慧財產研究所，台北。
許景翔、潘明如(譯) (2013)。產業經濟學：理論與實務(原作者：Waldman & Jensen)。台北：雙葉書廊。
蔡宗保 (2016年1月)。2016旅遊新創的機會與挑戰。旅遊研究所，2020年6月，取自https://travel20.blogspot.com/2016/01/2016.html。
蔡宗保 (2017年12月)。2017新興旅創業的發展與爭議。旅遊研究所，2020年6月，取自https://travel20.blogspot.com/2017/12/2017.html。
薛明玲(2000)。台灣地區主要高科技公司財務管理策略探究。未出版之博(碩)士論文，私立東吳大學，會計學系，台北。
Ansoff, H. I., (1957). Strategies for Diversification. Harvard Business Review. 35, 113-124.
Ansoff, H.L., (1965). Corporate Strategy. McGraw-Hill, New York.
Chandler, A. D., (1992). Organizational Capabilities and the Economic History of the Industrial Enterprise, Journal of Economic Perspectives, 6 (3), 79-100.
Cooper, A.C., Gimeno-Gascon, F.J. & Woo, C.Y., (1992). Prediction of new venture survival and growth probabilities based upon initial resources. Krannert Gracuate school of Management.
Covin, J. G. & Slevin, D. P., (1989). Strategic management of small firms in hostile and benign environments. Strategic Management Journal, 10, 75–87.
Covin, J. G. & Slevin, D. P., (1991). A conceptual model of entrepreneurship as firm behavior. Entrepreneurship Theory and Practice, 16(1), 7–24.
Dant, R. P. and N. I. Nasr., (1998). Control techniques and upward flow of information in franchising in distant markets: Conceptualization and preliminary evidence. Journal of Business Venturing, 13, 3-28.
Dess, G. G, Lumpkin, G. T & Mcgee, J. E., (1999). Linking Corporate Entrepreneurship to Strategy, Structure, and Process: Suggested Research Directions. Entrepreneurship Theory and Practice, 23(3), 85-102.
Eisenhardt, K.M., (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550.
Hill, C. W. L, Jones, G. R. & Schilling, M. A., (2015). Strategic Management: Theory, Boston: Cengage Learning.
Knight, F. H., (1956). On the History and Methods of Economics: Selected essays, Chicago: University of Chicago Press.
Marshall, A., (1919). Industry and Trade, London: Macmillan & Co.
Penrose, E. T., (1959). The Theory of the Growth of the Firm, New York: John Wiley.
Prahalad, C. K. & Hamel G., (1990). The Core Competence of the Corporation (1990). Harvard Business Review, 68 (3), 79-91.
Sender, G., (1996). Where are they now? New franchisor die quick deaths within first four years. Franchise Times April, 3-51.
Yin, R. K., (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
107932030 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107932030 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001423 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 203001.pdf | | 1552Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
