运动产业结合旅行业复合式经营策略个案分析 - 运动产业咨询辅导网.pdf

運動產業結合旅行業複合式經營策略個案分析—以捷安特旅 行社為例 中文摘要 現代人們更加重視工作之餘或休假期間的紓壓方式，休閒運動的規劃成了現代社會中 最熱門的話題，因此將旅遊與休閒運動結合便產生現今相當流行的「運動觀光」休閒活動， 其中結合自行車運動的觀光亦是相當受到歡迎的項目。隨著政府投資規畫全台灣將近 230 條自行車道，巨大捷安特自行車公司結合台灣美麗的「山海景色」配合其 「獨特設計的自 行車」，並設計「陪騎員」的制度，成立捷安特旅行社，為台灣首間運動製造產業結合旅行 業複合式經營的公司，值得學界針對其經營策略進行探究。因此希望從企業經營策略的觀 點，針對自行車製造商結合旅遊的捷安特旅行社進行個案研究分析，本研究屬於定性 (qualitative)之敘述性的個案研究，整個策略 規劃過程係依據 Glueck(1976)所提出的策略 規 劃架構進行 ，同時以SWOT 分析清楚界定旅行社之機會、威脅、優勢與劣勢，再以 TOWS 策略 矩陣所擬訂之 SO 、ST 、WO 、WT 策略及策略 規劃方案進行策略建議，希望研究結果 能使旅行社掌握整體環境攸關變數的發展趨向 ，了解產業結構，藉以勾勒產業的發展前景 與潛力以及界定存在外在環境中的機會與威脅。 關鍵字：自行車 、經營策略 、定性分析 A study of management strategy analysis of complex business combined sports industry with traveling business— an example of Giant Adventure company. Abstract People pay more attention to alleviate the pressure of the spare time. Leisure sports’ planning has become the hottest topic in the modern society. Thus, the new leisure sport “sport tourism” has been the popular activities which combined tourism and cycling. With the nearly 230 bicycle paths which had been invested by government, the Giant agent combined beautiful mountain and ocean scenery with its unique design bike to set up the Giant travel agent which is the first complex agencies to combine the bike manufacturing industry with traveling business. In addition to this, the agent also had accompanied riding system. Therefore, the purpose of the study is to analyze the Giant travel agent from the point of business strategy. The study is a qualitative descriptive case study. The overall strategic planning process is based the strategic planning framework proposed by Glueck (1976). The SWOT analysis will be clearly used to define the opportunities, threats, advantages and disadvantage of the traveling agencies. Besides, The SO 、ST 、WO 、WT strategy from the matrix of TOWS