台糖公司發展休閒遊憩事業之策略分析

A Strategic Analysis of the Taiwan Sugar Corporation's Development for Leisure and Recreation Business

柳婉郁(Wan-Yu Liu)

《嘉大農林學報》 7卷2期 (2010/08) Pp. 58-67

https://doi.org/10.29891/JAFNCU.201008.0005

摘要

近年來，台糖公司採多角化經營策略，利用既有土地、人力與技術資源，積極發展休閒遊憩事業，除保存糖業之文化精華外，並促進土地再利用，結合當地觀光休閒遊憩需求，積極開發成兼具保存糖業文化、教育及休憩功能之場所。據此，本研究主要分析台糖公司發展休閒遊憩產業的開發類型與發展特性，歸納台糖公司主要休閒產業之經營型態及其發展趨勢等問題。本研究對於台糖公司主要提出之建議如下：(1)台糖應建立陣容堅強之政策擬定幕僚，積極培訓休閒遊憩事業專業經理人才，協助公司確定經營策略與方向，提升休閒遊憩事業經營效率；(2)台糖在進行休閒遊憩區域開發時要注意集中聚群效應與其產生之負面同質性市場排擠效應現象；(3)休閒遊憩發展方面，台糖應串聯現有之各休閒產業據點與糖廠，加強策略聯盟與國內外之行銷；(4)建議台糖公司可成立休閒遊憩旅遊資訊網，提供一個較為完整的資訊中心，提昇國內外遊客參與休閒遊憩之誘因。

關鍵字

休閒遊憩 ； 休閒農業 ； 台糖公司

並列摘要

Taiwan Sugar Corporation has recently taken the diversification strategy which uses existing land, human capital and technical resources to develop leisure agriculture and recreation, to preserve sugar culture, to promote re-use of land, to accord the demand for local tourism and leisure, and actively to preserve the cultural, educational and leisure function for the society. Accordingly, the main purpose of this study is to explore the problems which Taiwan Sugar Corporation would encounter under developing the Leisure Business, and then to analyze the development of leisure business of Taiwan Sugar Corporation, including related mechanisms, development types and the characteristics of Taiwan Sugar Corporation. In this study, the main suggestions for Taiwan Sugar Corporation are given as follows: (1) to accelerate the human metabolism and the introduction of high-level professional manpower, and to strengthen the staff retraining to improve the efficiency of the enterprise; (2) to notice the over-centralism and cluster effect that leads to the negative crowding effect of homogeneous markets when developing the area of leisure and recreation; (3) to integrate all the branch centers and Sugar refineries and to enhance the integration of strategic alliances and marketing; (4) to set up the website of the leisure and tourism, and to provide the sound information center to increase the tourists' incentives.

並列關鍵字

Leisure and recreation, Leisure agriculture ； Taiwan sugar corporation