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題名 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作者 嚴揆生
Yen, Kuei-Sheng貢獻者 羅明琇
Lo, Ming-Shiow
嚴揆生
Yen, Kuei-Sheng關鍵詞 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日期 2020 上傳時間 2-Sep-2020 11:55:51 (UTC+8) 摘要 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.參考文獻 方至民(2015)。策略管理-建立企業永續競爭力。新北市：前程。陳則銘(2003)。企業併購之相關智慧財產管理策略與法律規劃研究－以併購美國高科技公司時之專利查核評估探微。未出版之博(碩)士論文，國立政治大學，智慧財產研究所，台北。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。蔡宗保 (2016年1月)。2016旅遊新創的機會與挑戰。旅遊研究所，2020年6月，取自https://travel20.blogspot.com/2016/01/2016.html。蔡宗保 (2017年12月)。2017新興旅創業的發展與爭議。旅遊研究所，2020年6月，取自https://travel20.blogspot.com/2017/12/2017.html。薛明玲(2000)。台灣地區主要高科技公司財務管理策略探究。未出版之博(碩)士論文，私立東吳大學，會計學系，台北。Ansoff, H. I., (1957). Strategies for Diversification. Harvard Business Review. 35, 113-124.Ansoff, H.L., (1965). Corporate Strategy. McGraw-Hill, New York.Chandler, A. D., (1992). Organizational Capabilities and the Economic History of the Industrial Enterprise, Journal of Economic Perspectives, 6 (3), 79-100.Cooper, A.C., Gimeno-Gascon, F.J. & Woo, C.Y., (1992). Prediction of new venture survival and growth probabilities based upon initial resources. Krannert Gracuate school of Management.Covin, J. G. & Slevin, D. P., (1989). Strategic management of small firms in hostile and benign environments. Strategic Management Journal, 10, 75–87.Covin, J. G. & Slevin, D. P., (1991). A conceptual model of entrepreneurship as firm behavior. Entrepreneurship Theory and Practice, 16(1), 7–24.Dant, R. P. and N. I. Nasr., (1998). Control techniques and upward flow of information in franchising in distant markets: Conceptualization and preliminary evidence. Journal of Business Venturing, 13, 3-28.Dess, G. G, Lumpkin, G. T & Mcgee, J. E., (1999). Linking Corporate Entrepreneurship to Strategy, Structure, and Process: Suggested Research Directions. Entrepreneurship Theory and Practice, 23(3), 85-102.Eisenhardt, K.M., (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550.Hill, C. W. L, Jones, G. R. & Schilling, M. A., (2015). Strategic Management: Theory, Boston: Cengage Learning.Knight, F. H., (1956). On the History and Methods of Economics: Selected essays, Chicago: University of Chicago Press.Marshall, A., (1919). Industry and Trade, London: Macmillan & Co.Penrose, E. T., (1959). The Theory of the Growth of the Firm, New York: John Wiley.Prahalad, C. K. & Hamel G., (1990). The Core Competence of the Corporation (1990). Harvard Business Review, 68 (3), 79-91.Sender, G., (1996). Where are they now? New franchisor die quick deaths within first four years. Franchise Times April, 3-51.Yin, R. K., (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
107932030資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107932030 資料類型 thesis dc.contributor.advisor 羅明琇 zh_TW dc.contributor.advisor Lo, Ming-Shiow en_US dc.contributor.author (Authors) 嚴揆生 zh_TW dc.contributor.author (Authors) Yen, Kuei-Sheng en_US dc.creator (作者) 嚴揆生 zh_TW dc.creator (作者) Yen, Kuei-Sheng en_US dc.date (日期) 2020 en_US dc.date.accessioned 2-Sep-2020 11:55:51 (UTC+8) - dc.date.available 2-Sep-2020 11:55:51 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2020 11:55:51 (UTC+8) - dc.identifier (Other Identifiers) G0107932030 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131545 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 107932030 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 表次 iii圖次 iv第一章 緒論 1第一節 研究背景 1第二節 研究動機 1第三節 研究目的 2第二章 文獻探討 4第一節 企業擴張理論 4第二節 安索夫矩陣模型 6第三節 水平整合與垂直整合 8第四節 連鎖加盟的定義與類型 11第五節 服務金三角 16第三章 研究設計 20第一節 個案研究法 20第二節 個案選擇的方式與原則 21第三節 產業與趨勢分析 22第四章 個案分析 28第一節 個案公司歷史背景與介紹 28第二節 旅遊業(產業)趨勢及個案公司擴張理論分析 32第三節 加盟商模式分析 37第四節 服務金三角 44第五章 結論與建議 49第一節 結論 49第二節 建議 49參考文獻 52 zh_TW dc.format.extent 1590052 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107932030 en_US dc.subject (關鍵詞) 水平擴張理論 zh_TW dc.subject (關鍵詞) 加盟體系 zh_TW dc.subject (關鍵詞) 企業競爭優勢 zh_TW dc.subject (關鍵詞) 旅遊產業 zh_TW dc.subject (關鍵詞) Horizontal expansion en_US dc.subject (關鍵詞) Franchise system en_US dc.subject (關鍵詞) Competitiveness of an enterprise en_US dc.subject (關鍵詞) Tourism industry en_US dc.title (題名) 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 zh_TW dc.title (題名) A Study on Using Horizontal Expansion and Franchise System to Enhance Competitiveness of an Enterprise – An Example of Tourism Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 方至民(2015)。策略管理-建立企業永續競爭力。新北市：前程。陳則銘(2003)。企業併購之相關智慧財產管理策略與法律規劃研究－以併購美國高科技公司時之專利查核評估探微。未出版之博(碩)士論文，國立政治大學，智慧財產研究所，台北。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。蔡宗保 (2016年1月)。2016旅遊新創的機會與挑戰。旅遊研究所，2020年6月，取自https://travel20.blogspot.com/2016/01/2016.html。蔡宗保 (2017年12月)。2017新興旅創業的發展與爭議。旅遊研究所，2020年6月，取自https://travel20.blogspot.com/2017/12/2017.html。薛明玲(2000)。台灣地區主要高科技公司財務管理策略探究。未出版之博(碩)士論文，私立東吳大學，會計學系，台北。Ansoff, H. I., (1957). Strategies for Diversification. Harvard Business Review. 35, 113-124.Ansoff, H.L., (1965). Corporate Strategy. McGraw-Hill, New York.Chandler, A. D., (1992). Organizational Capabilities and the Economic History of the Industrial Enterprise, Journal of Economic Perspectives, 6 (3), 79-100.Cooper, A.C., Gimeno-Gascon, F.J. & Woo, C.Y., (1992). Prediction of new venture survival and growth probabilities based upon initial resources. Krannert Gracuate school of Management.Covin, J. G. & Slevin, D. P., (1989). Strategic management of small firms in hostile and benign environments. Strategic Management Journal, 10, 75–87.Covin, J. G. & Slevin, D. P., (1991). A conceptual model of entrepreneurship as firm behavior. Entrepreneurship Theory and Practice, 16(1), 7–24.Dant, R. P. and N. I. Nasr., (1998). Control techniques and upward flow of information in franchising in distant markets: Conceptualization and preliminary evidence. Journal of Business Venturing, 13, 3-28.Dess, G. G, Lumpkin, G. T & Mcgee, J. E., (1999). Linking Corporate Entrepreneurship to Strategy, Structure, and Process: Suggested Research Directions. Entrepreneurship Theory and Practice, 23(3), 85-102.Eisenhardt, K.M., (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550.Hill, C. W. L, Jones, G. R. & Schilling, M. A., (2015). Strategic Management: Theory, Boston: Cengage Learning.Knight, F. H., (1956). On the History and Methods of Economics: Selected essays, Chicago: University of Chicago Press.Marshall, A., (1919). Industry and Trade, London: Macmillan & Co.Penrose, E. T., (1959). The Theory of the Growth of the Firm, New York: John Wiley.Prahalad, C. K. & Hamel G., (1990). The Core Competence of the Corporation (1990). Harvard Business Review, 68 (3), 79-91.Sender, G., (1996). Where are they now? New franchisor die quick deaths within first four years. Franchise Times April, 3-51.Yin, R. K., (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202001423 en_US
