| Abstract: | 本研究係以台灣精品汽車旅館產業的發展現況，以廠商理論為基礎來探討精品汽車旅館廠商，如何因應環境的變化發展連鎖經營。並透過個案公司的使命陳述，進行其內部環境、產業環境及總體環境的評估，進而提出該企業競爭策略形成的要素。本研究採用個案研究分析方法，透過國內外文獻的探討、初級資料及次級資料的蒐集，經由本研究的探討歸納結論如下：
一、在廠商理論的架構下以個別企業為出發點，以企業使命為策略決策思考的中心，在使命的前提下考量組織對於環境之衝擊所衍生出的各種要素做為策略執行之前的依據。本研究在個案公司的使命陳述下，當個案公司考量內部環境、產業環境及總體環境三大環境各要素重點時，歸納出其策略競爭要素及策略之形成，可做為該公司特定競爭策略之制訂與修訂的參考。
二、環境的變動往往影響企業能否順利的達成所欲追求的目標，隨著環境的變動，策略即指示企業在環境中所應處的位置；在這樣的前提之下不同時期的企業使命將會帶動不同的策略形成，而不同的策略形成亦將影響未來策略的制訂與執行。
三、藉由 7S模型、五力模型及 PESTEL理論架構分析之下，可知此W公司以「積極打造主題據點」為其企業策略，在內部環境上以「創新求變以客為尊」來因應環境之變化，在產業環境以「提供時尚多樣享受」立足於產業。而於總體環境則以「陸客帶動需求增加」順應目前的環境變化，來達成「成為連鎖創新領導者」之企業使命。
This research is base on the current situation of Boutique motel chain business in Taiwan, and with firm strategy as structures to discuss the environmental changes of the Boutique motel markets along with how to face the changes of management and development to it. Within a case company as mission to state that included internal, external and market environments appraisal, and then proposed this enterprise competition strategy forms essential factors. This research used the case studies analysis method and in addition by penetrated the domestic and foreign literature the discussions, includes the primary and secondary research were related archives comprehensively collected findings as follows:
1.As the starting point, applied to individual company under firm theory structure as well as strategy decision-making ponder center, also to take more consideration for all the elements that may affect to the organization of impact environments. With this case company’s mission statement, which shows that company has considers into three various essential key factors, includes internal, The overall environments. From these three factors, those can be company strategy reference to the organizer to revise or helping making new strategy for the competition.
2.The environment changes are often affects the goal that whether the enterprise to achieve or fail, along with the environment changes, the strategy is very important guide to the enterprise for which position should be. From time to time, for the company mission will be able to build up different strategy formation to face any environment changes, however, the different strategy could also affects company in the future to making and e execution strategy.
3. From analysis the 7S model, 5F model, and PESTEL model , which could known that case company is “to build the subject fortified point” as its enterprise strategy. The new strategy for internal environment is “constantly bring forth new ideas and customers orientation” to be supposed change the environment, by “provides the fashions in the market environment to enjoy diversely” bases on the boutique motel market. Finally, to leads demand in the overall environment is “by the China guests to increase” the accommodation at present environmental variation, to achieve “becomes a boutique motel chain innovation leader” |
