台灣水上休閒運動產業策略定位與創新之研究

A Study of Strategic Positioning and Innovation of the Water Sports and Recreation Industry in Taiwan

郭宏霖(Hong-Lin, Kuo)

指導教授 ： 劉春初

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00010

摘要

水上休閒運動在歐、美國家已是非常蓬勃發展，提供了人們多樣、豐富的生活樂趣。近年來，由於台灣政府對海域的逐漸開放，國人生活水準提高，未來水上休閒運動將會成為台灣無環境污染的重要產業之一。現今臺灣水上休閒運動並沒有普及性的發展，期望能藉由本研究來探討臺灣水上休閒運動的未來發展性，建立符合在臺灣各地區的不同情境之最適當策略，導入策略定位與創新的商業模式，藉由企業組織管理和創新經營模式,得以建立新的競爭優勢，創造價值，獲取價值，不僅推動臺灣水上休閒運動的發展，並可衍生出關聯性的產業之產值，創造投資與就業機會，活絡臺灣經濟的發展，水上休閒運動產業將成為臺灣的重點產業及國家升級轉型的重大關鍵。
本研究主要目的在建構臺灣水上休閒運動之策略定位與創新模式之確定層級結構，並探討策略定位與創新模式和水上休閒運動產業的相對重要性；此外，研究所得之創新議題，可作為建構策略定位與創新模式之構面，藉以發展出水上休閒運動之創新商業模式之策略。
本研究以文獻分析法、專家意見訪談為資料收集的工具，以層級分析法和三角測量法為資料分析的工具，來架構水上休閒運動產業發展因素及重要程度，藉以發展出此產業未來之可能情境及因應策略，進行衡量並探討各影響因素之相對權重，發展相關命題，以便提出具體可行的建議，供水上休閒運動產業發展的建議和參考！
本研究以水上休閒運動國內、外相關產業之專家、學者為受訪對象，共分二群。第一群為能夠針對研究主題進行專業性的論述，作為水上休閒運動產業的參考指標，並用以建構策略定位與創新商業模式中各個關鍵的影響因素，使建構出來的商業模式能真正符合業界需求，本群共訪談六位專家學者。第二群以層級分析、專家問卷為主，用以判定各關鍵的影響因素間的相對權重，對象以水上休閒運動產業界之實務專家及學者，共發放十二份專家問卷。

關鍵字

水上休閒運動 ； 策略定位 ； 策略創新 ； 層級分析法 ； 鑽石模型

並列摘要

Recreational water sports have been well-developed in Western countries for decades, providing people with a very rich and diverse life style. Since the government gradually lifted the ban on access to the seas and the improvement of the living standard of people in Taiwan in recent years, we believe that recreational water sports will become one of the most important pollution-free industry in the near future. The recreational water sports industry is not well-developed in Taiwan, therefore, in this study, I hope to explore not only the potential opportunity of this industry but also strategic positioning and innovation to build the best business model that meets the different scenarios of each city and county in Taiwan. Furthermore, the creation of the new competitive advantage of value network which creates and captures value, will push the development of recreational water sports in Taiwan. Additionally, the related industries will benefit from the creation of both investment and employment opportunities; thereby increasing Taiwan’s economic growth. Recreational water sports industry will soon become one of Taiwan’s key industry contributing to national transformation.
The main purpose of this study is to construct a certain hierarchical structure of the strategic positioning and innovation for the recreational water sports industry ., and to further discuss the relative importance between the strategic positioning and innovation and the water sports and recreation industry.
In addition, the new issues obtained from the study may serve as the dimensions in constructing strategic positioning and innovation of the recreational water sports industry as well as in developing the innovative pattern of management for the industry.
In term of methodology, literature reviews and questionnaires are the tools for collecting information whereas analytic hierarchy process and triangulation are the tools of analyzing information. With these tools, we can pinpoint the driving forces of the development for the structure of recreational water sports industry as well as to develop the best strategy for meeting the different scenarios of each city and county. Hopefully, these strategies would be fruitful for the future development of the industry.
Two clusters of experts were interviewed. The first cluster included six experts, who are representative of the recreational water sports industry, with whom in-depth interviews on the research subject may be conducted. Key factors, such as strategic positioning and innovation forms the basis for an evaluation model reflecting the genuine needs of the industry. On the other hand, questionnaires were delivered to the second cluster of twelve experts, including practical specialists and scholars of the recreational water sports industry, to determine the relative weight of the key factors influencing each variable.

並列關鍵字

Recreational Water Sports ； Strategic Positioning ； Strategic Innovation ； Analytic Hierarchy Process ； Diamond Model

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