臺北市會展觀光發展之藍海策略研究

A Blue-Ocean Strategic Study for the MICEET Development of the Taipei City

夏佑安(SHIAH, YU-ANNE)

指導教授 ： 丘昌泰

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2011年)

摘要

鑒於近年來亞洲的會展觀光活動已呈現大幅成長，這對於位居國內政經與金融重鎮的臺北都會區而言，如何掌握此一發展利基，已成為國人關注的議題。經審視政府推動會展觀光的政策揭示，發現對於尚處在初步發展階段的我國而言，如何跳脫價值與成本抵換模式的策略框架，尋找適切可行的具體方案，實有其必要與學術研討價值，故此成為本論文以「臺北市會展觀光發展之藍海策略研究」為題的構思所在。其主要研究目的如下：(1)為暸解現階段臺北市在推動會展觀光發展所具備的內部條件與外部環境因素，(2)藉由藍海策略的擬定進而提供臺北市未來在推動會展觀光發展的參考。至於研究問題則設為：(1)如何建立協助會展觀光發展的藍海策略模型，(2)分析各國主要的會展城市在發展上所具備的資源條件與發展趨勢為何，(3)評估臺北市在推動會展觀光發展上的條件及藍海策略為何。在相關文獻蒐集與探討上包括：(1)根據國內博、碩士論文資料，進行探討對象與主題的分類比較及趨勢歸納，進而闡述本論文在理論基礎、研究方法、分析模式的特色。(2)從國內、外期刊論文資料，導出本論文對會展觀光與產業的概念界定，並彙整出全球會展活動在目的地抉擇評估之常用構面。至於研究方法則採用：(1)以「文獻分析法」探討藍海策略模型的建立及分析各國會展城市所具備的條件與發展趨勢；(2)以「深度訪談法」針對從政府部門、業者與公協會、學術研究單位選出的代表，進行「半結構型」的訪談提問，以瞭解臺北市在推動會展觀光的條件及藍海策略。在研究內容方面：有關本論文所發展之藍海策略的建構過程詳如第二章；而分析各國主要會展城市之運作經驗所獲心得則如第三章；至於第四章則在陳述臺北市會展觀光發展之藍海實證分析與具體行動。總結本論文研究，其主要成果可歸納如下：(1)完成一套經本研究修正後的藍海策略模型，可作為欲探討類似研究主題時的方法借鏡，(2)完成以香港、新加坡、首爾等會展城市的運作經驗分析，可作為國內及亞洲其他城市推動會展觀光時的政策參考，(3)完成以臺北市會展觀光發展之藍海實證分析且提出具體可行的方案，可作為政府相關部門精進政策與行動綱領的參考。以上成果連同後續可進行之相關研究與應用發展，均詳述於第五章。

關鍵字

會展觀光 ； 會展城市 ； 藍海策略

並列摘要

In viewing the increasing growth of the MICE industry and Event Tourism (ET) in Asia, the City of Taipei also prepares to grasp this opportunity for elevating its MICEET, with the advantages of its pivotal position in political economy and finance, and public bless and concerns, as well. After a review of government policies recently on the MICEET industry, it was found that to the current status of incipience, the important thing is to be capable of jumping from the Value-Cost Trade-Off frame of thinking when in programming the strategic plan of actions. Therefore, to carry out such a strategic study is of highly values to the academia of Public Administration and Policy, thus inspiring the present thesis research. The Major objectives are then set to: (i) getting a better understanding about the internal and external conditions for Taipei in elevating its MICEET, and (ii) deriving the plan of actions for Taipei to reach the goal. Corresponding issues studied include: (i) how to set up a strategic model in theories for the MICEET development, (ii) how to identify the necessary conditions and trend of development from oversea experiences for being a successful city of MICEET, and (iii) what is the preferable plan for Taipei in marching forward. To proceed, an extensive literature survey is introduced in the first Chapter, with carefully cited works from: (i) domestic published dissertations, to show the existing researches and major features of this thesis, (ii) professional journal papers, to help to clarify some basic terms and concepts, and the setup of evaluation bases for the MICEET study. In methodology, the qualitative approach is adopted, which contains (i) an extensive Literature Analysis Method for the investigations of the foregoing first two issues, and (ii) an In-Depth Interviewing Method for collecting necessary information to attack the third issue. As to the thesis content, Chapter Two is dedicated to the setup of a Blue Ocean-Based Strategic Model for MICEET, with the detailed derivations included. In Chapter Three, the current status and the resource conditions for the MICEET development of three typical Asian cities are analyzed, with interesting trends and common points reported. As in Chapter Four, a Positive Analysis of the proposed MICEET strategic plan for Taipei is conducted, with an overview of its policies and the development conditions, and the resultant Value Curve, SWOT analysis and the corresponding action plans. In summary, typical achievements through this thesis study can be drawn as follows: (i) the accomplishment of a modified Blue Ocean Strategic model for MICEET, which may further be extended to other topics of interest with necessary adjustments, (ii) the trends of development and the resource conditions of oversea MICEET experiences from Hong Kong, Singapore and Seoul, which may serve as a useful information for other cities of interest, (iii) a feasible Blue Ocean-based strategic plan with concrete action steps for Taipei to reach its goal of MICEET. These results together with the suggestions for extension studies are then summarized in the Chapter Five.

並列關鍵字

MICE ； convention and exhibition city ； Blue Ocean strategy

參考文獻

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