墾丁南灣遊憩區之海洋運動設施經營模式

Business Model of Ocean Sports in the Recreation Area in Nan-Wan, Kenting

周進平(Chin-Ping Chou) ； 吳政崎(Cheng-Chyi Wu) ； 牟鍾福(Chung-Fu Mou)

《大專體育學術專刊》 99年度 (2010/05) Pp. 379-387

https://doi.org/10.6695/AUES.201005_99.0048

摘要

本研究以經營墾丁南灣遊憩區之承租業者為研究對象，目的在於探討墾丁南灣遊憩區海洋運動設施經營模式與現況。採用質性研究中的個案研究法，以Hamel （2000/2000）經營模式為理論基礎，經由文獻分析法、半結構深度訪談法，對墾管處業管人員、業者主管等進行探討，試圖瞭解南灣遊憩區海洋運動經營現況與問題。本研究發現目前業者所處的競爭環境：經營權雖受契約保護，惟整個南灣海灘並未全部承租，又過於依賴當地靠行業者，兩者未形成產品與能力互補力量，反而形成新的競爭者與替代者。且由於設施規模差異與削價競爭，呈現較強的威脅與議價力量。此外在個案經營模式方面，研究結果發現個案競爭優勢，主要來自良好的價值網路，其次是本身的策略性資源能力，若能發揮價值網路優勢，將有助於策略性資源運用能力的提升。最後，本研究依個案經營模式要素內容，提出海洋運動設施經營模式與相關建議，做為後續研究及有關單位之參考。

關鍵字

公辦民營 ； 經營權 ； 價值網路

並列摘要

The object of the study was based on the business runners of the recreation area in Nan-Wan, Kenting. The purpose was to study and survey the business running model and status of ocean sports in the recreation area in Nan-Wan, Kenting. The case study of the qualitative approach, which was based on the Gray Hamel integrated business model (2000), was applying in this study. The document analysis and depth interview of halfconstruction were used to the research by interviewing those who worked in Kenting Management Committee and other business runners. This research was trying to find out the business status and problems of the ocean sports in the recreation area in Nan-Wan, Kenting. Through this study we understood the competition circumstances which the runners met. Though the operation business right is protected by the contract, new competitors and substitutes are formed because the whole beach of Nan-Wan is not rented and the business runners over depend on the collateral runners. These two effects do not form the complementary power in products and ability, but new competitors and substitutes. Because the scales of facility are different and the competition of cutting prices is formed, the business runners have to face the strong menace and the price negotiation. Besides, in the case business mode, the study finds the superiority of case competition mainly comes from the good value network and its strategy resources. If the value network is well developed, it will help to promote the strategy resources. Finally, according to the case business mode, the business mode of ocean sports facilities is proposed and it also offers some suggestions for the relevant organizations as reference resources.

並列關鍵字

OT (operation transfer) ； business right ； value network