Publication:

鄉村休閒度假民宿策略聯盟之研究

中文摘要

策略聯盟可結合業者間的人才、技術與資金，使結盟雙方可以各取所需，並能充分利用環境資源。可將惡性競爭轉化為對雙方有益的良性競爭，不但可避免惡性競爭所產生的負面影響，又可增加彼此的競爭優勢。故自1980年以來，全球各產業間組成策略聯盟蔚為風潮，而民宿業者也可進行策略聯盟，以擴大本身的經營藍圖。近幾年來，台灣民宿業者面臨日益競爭激烈的休閒度假市場，必須積極創造競爭優勢以利市場生存。因此，台灣民宿業者運用策略聯盟，結合並學習聯盟對象彼此間的資源、經驗與優勢，以創造策略綜效，並提升及維持民宿之市場競爭優勢。本研究之目的在探討台灣民宿業者實施策略聯盟的現況，並試圖建立台灣民宿業者策略聯盟的模式，以供台灣民宿專業經營人做決策參考之用。

本研究採用個案研究與深度訪談法為研究方法，研究對象選擇在經營上各具特色，並以「鄉村之家」成員為主。本研究發現：

一、組織間相互學習、取得互補性資源及降低勞力成本支出，為台灣民宿運用策略聯盟的主要動機。

二、為達到宣傳效果與展現民宿業者結合地方各方面資源的特色，台灣民宿業者聯盟型態採同業競爭性和異業聯盟；聯盟對象主要以同業者及周邊產業結合為主；方法是以行銷/銷售聯盟為主；透過上述聯盟方式，台灣民宿不僅達到互補、學習的功效，同時也可加速成長，有利於立足市場。

三、台灣民宿業者藉由策略聯盟運作，連接並保存台灣各地的文化、產業及生態資源，並以「國際化」為最重要聯盟目標，故有助於將台灣觀光資源於國際間發揚光大。

Abstract

Enterprisers can combination human resources, techniques and fund with others partner through strategic alliance. Furthermore, strategic alliance can transfer vicious competition into good competition. So, strategic alliance not only can avoid negative influence caused from vicious competition, but also increase competitive advantage each other.

Taiwanese rural vacation B&B is confronted with more and more competition and challenges in the recreational markerplace. In order to hold the predominant position in the marketplace, rural vacation B&B has to form strategic alliance to share all resources, experiences, strength and study with each other. In this way, they can obtain overall beneficial results and advance rural vacation B&B advantageous position in the marketplace.

The purposes of this study are to discuss the present situation of strategic alliance among rural vacation &B in Taiwan, and attempt to establish a model of strategic alliance. Then, the results can be used as the reference resources for managers in the rural vacation B&B when they making a strategic decision.

The research methods include case study and in-depth interview, and chose the rural vacation B&B that have distinguishing features and all of them had participate in country-home association. The finding of this study including:

1.The main motivation of rural vacation B&B to form a strategic alliance are study each other, obtain complementary resources and to decrease labor-costing.

2.In order to promotion and present the characteristics of rural vacation B&B that can combining all local resources, the type of strategic alliances are both competitive and precompetitve alliances.

The main partner of strategic alliance came from the same field and relevant industry. And central method of strategic alliance marketing and selling.

Finally, rural vacation B&B industry through above method, not achieving the complementarity and study effects, but growing up quickly.

3.Rural vacation B&B through strategic alliance integrate and reserve many local cultural, industry and ecological resources in Taiwanese countryside. And they take internationalize as the principal thing. So, it to be conducive to enhance and glorify tourist resource in Taiwan.