戶外探索教育場域經營型態之分析－以高低空繩索場地為例

現今戶外冒險教育實踐場域選擇性多元（含陸海空等），而高低空繩索場域，仍是教育部推動戶外教育第一階段首選場域，相較自然戶外場域（臨時架設設施），侷限戶外場域（固定設施）相對前者安全可靠。本研究以索場域為調查對象，資料收集採用質性深度訪談及參與觀察法，並透過SWOT（TOWS矩陣分析）、五力分析、顧客關係、經營特色等四構面，解析組織內、外部環境現況，試圖建構戶外探索教育場域高低空繩索場域經營模式。經研究發現，在SWOT（TOWS矩陣分析）分析上，場域對於自身內部優勢與劣勢認知非常明確，對於外部機會與威脅也都積極正向因應，不論外在環境機會與威脅仍然樂見產業蓬勃發展；在波特五力分析上，認為場域軟、硬體實力、維持友善關係、產品透明化、創造領先趨勢、簽訂保證契約及客製化課程是建構品及保障雙方權益的基礎；在與顧客合夥關係上，認為維持課程效益及優惠方案是維持顧客合夥關係途徑之一、在與囊括所有的類別關係上，認為應主動積極與客製化商品，另透過事後滿意度調查可作為品保之依據。

關鍵字

SWOT分析； TOWS矩陣分析；波特五力分析；關係行銷

並列摘要

Nowadays, the outdoor adventure education practice field is selective and diverse (including land, sea and air, etc.), while the high and low-altitude rope field is still the preferred field of the Ministry of Education in the first stage of promoting outdoor education. Compared with the natural outdoor field (temporary installation facilities), the limited outdoor field (fixed facilities) is safe and reliable than the former. This study takes the cable field as the investigation object. The data collection adopts qualitative in-depth interview and participatory observation method, and analyzes the current situation of the internal and external environment of the organization through SWOT (TOWS matrix analysis), five-force analysis, customer relations, business characteristics and other four structures, and tries to build an outdoor exploration education field high and low-altitude rope field. Domain business model. After research, it was found that in SWOT (TOWS matrix analysis) analysis, the field is very clear about its own internal advantages and disadvantages, and it is also positive to respond positively to external opportunities and threats. Regardless of external environmental opportunities and threats, the industry is still happy to flourish. In the Porter five-force analysis, it is believed that the field is soft, Hardware strength, maintaining friendly relations, product transparency, creating leading trends, signing guarantee contracts and customizing courses are the basis for constructors and protecting the rights and interests of both parties. In terms of partnership with customers, it is believed that maintaining course benefits and preferential schemes is one of the ways to maintain customer partnership, covering all categories. First, it is believed that the products should be proactive and customized, and passing the ex post satisfaction survey can be used as the basis for quality insurance.

並列關鍵字

SWOT analysis ； TOWS matrix analysis ； Porter five-force analysis ； Relational marketing

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