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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/131545


    Title: 透過水平擴張及加盟體系策略提升企業競爭優勢:以旅遊產業為例
    A Study on Using Horizontal Expansion and Franchise System to Enhance Competitiveness of an Enterprise – An Example of Tourism Industry
    Authors: 嚴揆生
    Yen, Kuei-Sheng
    Contributors: 羅明琇
    Lo, Ming-Shiow
    嚴揆生
    Yen, Kuei-Sheng
    Keywords: 水平擴張理論
    加盟體系
    企業競爭優勢
    旅遊產業
    Horizontal expansion
    Franchise system
    Competitiveness of an enterprise
    Tourism industry
    Date: 2020
    Issue Date: 2020-09-02 11:55:51 (UTC+8)
    Abstract: 本研究旨在於討論大型旅行社如何透過企業擴張及創新策略提升企業競爭優勢,以雄獅旅行社及其子公司旅天下(雙獅旅行社)之水平擴張理論及加盟體系來探討其成效,並與日本旅行社市場的研究案例做對照,利用實際的營運數據來探討此擴張策略是否可行以及面臨的問題,進而深入檢視以提出建議。
    本研究之個案雄獅旅行社與旅天下(雙獅旅行社)發揮核心優勢並了解產業中的痛點,進而解決了加盟商所需,加盟體系與策略聯盟都是水平整合的模式,由目前短短3年加盟商的家數達到32家來觀察這一個策略是成功的。水平擴張後對企業應該產生的綜效,就顧客及營業數據來說有達到預期增長的效果,未來需要更多的數據加以做佐證與分析,方能確認此一模式能永續經營。
    This study aimed to discuss how tourism industry applied enterprise expansion and franchise system to enhance competitiveness, taking Lion Travel and its subsidiary Uplan Travel as case study. Uplan Travel uses horizontal expansion theory and franchise system as its strategy to expand the market. The researcher compared Taiwanese market and Japanese market and collected real-time business report and statistics to testify whether the strategy of Uplan Travel is feasible and propose suggestions.
    The results showed that Lion Travel and its subsidiary Uplan Travel demonstrated their core value and understood what the industry really needed, thus fulfilled their franchisee’s need. Franchise system and strategic alliance are both modes of horizontal expansion. In just three years, 32 franchisee joined Uplan Travel and this indicated the strategy is successful. From the aspect of customer growth and business report, there has been significant increase. In the future, more data will be required to conduct more analysis and see if this strategy can be sustainable operated.
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    許景翔、潘明如(譯) (2013)。產業經濟學:理論與實務(原作者:Waldman & Jensen)。台北:雙葉書廊。
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    107932030
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107932030
    Data Type: thesis
    DOI: 10.6814/NCCU202001423
    Appears in Collections:[Executive Master of Business Administration] Theses

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