自來水公司發展八卦山休閒中心關鍵因素之研究

A Case Study on the Factors Affecting Ba Gua Shan Leisure Business Developed by Taiwan Water Corporation

周瑞瑗(Jui-Yuan Chou)

指導教授 ： 黃萬傳 博士

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

自來水公司經營水之服務事業，自1976年成立以來兼負社會性、公用性等責任，目前供水區域之普及率雖已高達90%，但為達全民共享用水之政策，仍投入鉅額的財力、人力於供水管路的更新，由於水價十年未調高致使必須舉債經營，為突破經營困境，研擬將具發展性、高附加價值之閒置資產、土地等開發為休閒產業，替公司挹注收益及提升企業形象。
本研究以八卦山休閒中心為實證個案，個案雖具地利等優勢及機會，但發展可行性仍待專業評估，故查考各國營事業多角化及休閒產業經營關鍵成功因素文獻及相關理論，並以專家訪談、SWOT（Strengths, Weaknesses, Opportunities and Threats）分析等方式蒐集及歸納個案關鍵構面、因素，並以層級分析法（The Analytic Hierarchy Process；AHP）進行發展休閒中心關鍵因素構面之分析，茲將本研究所得結論說明如下：
一、以綜合權重整體分析考量時，企業經營方針的「公司經營者發展休閒中心企圖心與執行力」、消費者需求的「交通便利及停車可及性」、「自然生態環境與優美景觀」、政策與法規的「地方政府積極發展休閒產業」及行銷策略的「發展差異化目標市場」、現有資源運用的「八卦山休閒中心地理位置優勢」是八卦山發展休閒中心相對重要的關鍵因素。
二、各群組綜合權重分析時，相關主管機關和專家學者均認為「經營者發展休閒中心的企圖心與執行力」最為重要。公司及業界則認為「地方政府積極發展休閒產業」最為重要，而「經營者發展休閒中心的企圖心與執行力」則為次重要。相關主管機關認為「交通便利及停車可及性」為次重要，專家學者則認為「發展差異化目標市場」為次重要。

關鍵字

自來水公司 ； 休閒產業 ； 關鍵成功因素 ； 層級分析法

並列摘要

Taiwan Water Corporation deals in service business of water, shoulder social and public responsibility since it’s establishment in 1976. The coverage of water supply of the area is already up to 90% now. However because of the water policy of serving all the public, Taiwan Water Corporation still continues to invest a lot of financial resources and manpower for water pipes renew. The unchanged water price in the past ten years has resulted in the financial pressure for Taiwan Water Corporation. In order to break through the predicament of managing, Taiwan Water Corporation are planning to utilize idle assets and lands leisure of high additive values to develop the leisure business, so that to improve the corporate image and to increase company’s revenue.
This research regards leisure center of Ba Gua Shan as real case. The case has favorable terrains of advantage and chance; however, the development feasibility still needs further valuation. The literature of diversification of state-own corporations and key successful factors (KSF) of leisure industry has reviewed in the study. Expert interview and SWOT（Strengths, Weaknesses, Opportunities and Threats）are conducted to construct the KSF and the Analytic Hierarchy Process (AHP) are employed to analyze the KSF for the development of business center for case company.
The conclusions are listed as following:
1.In the consideration of overall weighting, “company’s attempts and carry out strength for the development of leisure center” of enterprise operation policy, “transportation convince and parking accessibility” and “natural ecological environment and beautiful scene” of consumer needs, “the focus of leisure industry development by local government” of policy and regulation, “the development of differential target markets” of marketing strategy and “the geographical position advantage for the development of leisure industry” of existing resources are the relatively important KSF in the development of leisure center in Ba Gua Shan area.
2. In the consideration of each group, “company’s attempts and carry out strength for the development of leisure center” is the most important one for the authority, expert and scholar groups. While “the focus of leisure industry development by local government” is the most important one for the company and industry group, and “company’s attempts and carry out strength for the development of leisure center” is the next important. Besides, “transportation convince and parking accessibility” is the next important one for the authority, and “the development of differential target markets” is the next important one for the expert and scholar group.

並列關鍵字

Taiwan Water Corporation ； Leisure Business ； Key Successful Factors ； Analytic Hierarchy Process

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