台中市游泳池策略聯盟之意願研究

A Study of Alliance Intention in Tai-chung City Swimming Pool Industry

林玉釵(Yu-Chai Lin)

指導教授 ： 游雅雯博士

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

近年來台中市游泳池產業已進入成熟市場，由於消費形態的改變及消費意識的抬頭，在整體產業市場方面就越顯得競爭激烈，游泳池產業在經營時面臨內外在環境的問題愈加複雜及不確定性，而經營方式也必須配合市場的變化而有所調整，並尋求適合游泳池產業環境的經營策略。
以游泳池產業而言，業者如何滿足顧客多元化的需求、提高顧客的參與興趣並且擴張整體之產業，結合多元化型態與各相關產業之策略聯盟的合作必然性更顯得重要，以共同創造出更大的效益。
本研究主要探討台中市游泳池策略聯盟之意願，冀望經由研究發現，調查出台中市游泳池業者加入策略聯盟之動機，以期能盼望未來台中市游泳池產業能形成策略聯盟，並能有更多元的服務與行銷策略之能力進而創造新的策略聯盟附加價值，並且強化游泳池產業之競爭優勢。

關鍵字

游泳池產業 ； 策略聯盟 ； 意願

並列摘要

In recent years, Taichung City swimming pool industry is getting mature, due to changes in consumption patterns and consumer consciousness, the overall industrial market becomes more competitive, a swimming pool industry operating both inside and outside face increasingly complex environmental problems and uncertainty, the operation must also cope with changes in the market have to be adjusted, and to seek suitable for swimming pool industry, environmental management strategies.
A swimming pool industry the industry how to meet the diverse needs of customers, enhance customer's interest to participate and expand marketing opportunities for the overall industry, more and more important, inevitable combination of diverse patterns and various related industries a strategic alliance to jointly create a more Great benefits. This study focused on the willingness of Taichung City Centre strategic alliance through the study found that the industry has a swimming pool in Taichung City will join the strategic alliance motives; but there is no business and civil society organizations to promote the concept of strategic alliance. In order to be able to look forward to the future of Taichung City swimming pool industry to form strategic alliances, and to have more diversified services and marketing strategies and thus the ability to create new value-added strategic alliances, and strengthen the pool industry competitive advantage.

並列關鍵字

Swimming Pool Industry ； Strategic Alliances ； Intention

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