工藝會館商業模式之研究：以知達工藝會館為例

A Research of the Business Model of Craft Guest House:A Case of Zhi Da Craft Service Guest House

劉昭怡(Chao-Yi Liu)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2017年)

摘要

隨著觀光產業逐年成長，觀光產業早已成為我國重要的經濟發展產業項目之一，但在產業競爭激烈的情況下，顧客不再單純只重視住宿的服務項目或是房間價格，而更加重視住宿環境及服務的品「質」。位於南投縣草屯鎮國立臺灣工藝文化園區內的知達工藝會館，不僅在室內整體規劃設計環繞著台灣傳統工藝文化，在園區內總體氣氛營造下，更勝於其他僅是獨立創造氣氛的會館，擁有這樣的優勢，其商業模式建 構探討更具有參考 性價值。 本研究由 Osterwalder and Pigneur(2010)所提出的圖像化商業模式進行架構分析，依據學者所提出的九項要素目標客群、價值主張、通路、顧客關係、成本結構、收益流、關鍵活動、關鍵資源及關鍵合作夥伴進行個案研究，再依據商業模式環境加以分析個案所面臨之外部環境現況，並透過資料來源三角驗證法提高研究之有效性，後藉由 SWOT 分析商業模式提出改善之具體建議。研究結果顯示：(一)以商業模式之九要素評析知達工藝會館之經營模式；(二)透過元素間關係檢視知達工藝會館之商業模式架構；(三)以市場力量、產業力量、關鍵趨勢及總體經濟力量評析知達工藝會館目前面臨之環境現況；(四)根據前述之分析，提出具體之經營實務建議。

關鍵字

商業模式 ； 工藝會館

並列摘要

As the tourism industry grows year by year, tourism industry has already become one of the important economic development projects in Taiwan. But in the case of intense competition in the industry, customers are no longer just pay attention to accommodation services or room prices, while paying more attention to the quality of the accommodation and services. National Taiwan Craft Research and Development Institute within the Zhi Da Craft Service Guest House located in Nantou County town of Tazutuen, not only in the indoor overall planning and design around the traditional Taiwan craft culture, in the ambient atmosphere created Zhi Da Craft Service Guest House was better than other hostel by created ambient atmosphere without the culture and education. Have such an advantage, the business model construction to explore more reference value. This paper was analyzed by Osterwalder and Pigneur(2010) for an image-based business model, according to the scholars nine elements contains customer segments, value propositions, channels, customer relationships, cost structure, revenue streams, key resources, key activities and key partnerships conduct case studies, and then according to the business model environment to analyze the case facing the external environment, and to improve the effectiveness of the study through the triangular verification method, then through SWOT analysis of business models to make specific recommendations for improvement. The results of this study are as follows: (1) According to nine elements analysis Zhi Da Craft Service Guest House’s business model. (2) View the business model structure of Zhi Da Craft Service Guest House through the relationship between elements. (3) According the key trends, market forces, industrial power and the overall economic strength to analysis the business environment faced by Zhi Da Craft Service Guest House (4) According to the foregoing analysis, put forward specific business practice recommendations.

並列關鍵字

Business Model ； Craft Service Guest House

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