由於企業所在之產業環境、總體環境會隨國內外之經濟環境、政治法律因素以及旅客消費習慣的改變而有所變動,隨著台灣正式加入WTO、開放大陸地區人民來台觀光、高速鐵路通車以及各科學園區的成立,對我國國際觀光旅館產業而言無疑是一大挑戰。 本研究將以地區觀光旅館業經營的觀點出發,探討在競爭激烈的觀光旅館產業環境下,企業競爭策略的研擬及競爭優勢的形成,透過外部環境及企業內部條件分析,希望以有系統的產業分析,研究區域性條件與經營管理歸納出經營策略要項,瞭解目前產業環境與現況,提出產業未來發展方向建議,並由個案公司「A旅館」之分析,瞭解如何創造其競爭優勢及其未來競爭策略提出產業未來發展方向建議。
Without a doubt, the influences and changes of global production scenario, national and international economic conditions, governmental and legal factors, tourist consumer habits, Taiwan’s entry into the WTO, the opening of Mainland Chinese to visit Taiwan, as well as the expressway and establishment of scientific parks and zones all pose to be a great challenge to our international tour hotel industry. From the perspective of the operations of district tour hotel industry, this research will consider the competitive environment, enterprise competitive strategy and advantages, understand the external environment and internal conditions, with the intention of proposing systematic enterprise analysis, zonal conditions, enterprise management, and come up with an operational strategy, in view of the present conditions, proposing future development recommendations.