影響策略聯盟夥伴關係因素之研究 : 以新產品旅遊電子地圖系統為例

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 學位論文 > Item 987654321/74261

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題名:	影響策略聯盟夥伴關係因素之研究 : 以新產品旅遊電子地圖系統為例
其他題名:	The research on factors that influencing the partnership of strategic alliance : the example of electronic traveling map system
作者:	甘能博;Gan, Neng-Bo
貢獻者:	淡江大學企業管理學系碩士在職專班洪英正;楊立人
關鍵詞:	策略聯盟;夥伴關係;電子地圖;個案分析;旅遊;strategic alliance;Partnership;electronic traveling map system;Case Study;Travel
日期:	2011
上傳時間:	2011-12-28 18:19:21 (UTC+8)
摘要:	本篇論文的主要研究內容，在於探討企業與企業之間彼此策略聯盟時，雙方可能所遭遇的問題，本研究透過個案研究方式，經由經營者的角度與訪談，以發現問題的本質，並且進一步建立可能之命題。隨著消費型態的轉變與全球觀光旅遊人數遽增，並鑑於全球各個城市皆盡可能打造一個屬於該城市獨一無二的風貌和特性，台灣亦是如此，因此e-service之電子地圖系統，毫無疑問是台灣觀光旅遊應用上非常重要之競爭武器。要達成此一服務及提供商品給消費者，必須整合各產業業者所提供的服務及商品，在整合的過程中，勢必與各產業業者的決策層討論及談判結盟事項。本篇論文的研究目的是「欲藉由個案研究方式來找出現象中的問題」，並且了解產業間策略聯盟前之動機因素與策略聯盟前所面對的利弊得失，以發展出一套較佳的策略聯盟模式，以期望可提高策略聯盟後所產生的綜效，並且做為往後實務上的參考依據。經由本研究訪談後的結果，在結論部分推導得到了九項命題 1.旅遊電子地圖系統在旅遊市場的競爭優勢，在於資訊的正確性。 2.民宿業者對於是否使用旅遊電子地圖系統，各民宿業者本身的知名度為其關鍵的考量因素之一。 3.旅遊電子地圖系統對於民宿業者來說，有需求的分歧性。 4.不同於民宿業者之考量，農會是否使用旅遊電子地圖系統關鍵考量因素是價格，旅遊電子地圖系統所提供的服務越便宜，農會越有可能採用。 5.透過旅遊電子地圖系統，越能有效控管合作販賣之農產品價格。 6.現階段若單純定位旅遊電子地圖系統為農會供銷部多種行銷通路之一，策略合作關係較具可行性。 7.信任關係與溝通品質，仍是旅遊電子地圖系統策略夥伴關係成功的關鍵因素之一。 8.農會若採用旅遊電子地圖系統在產品定價上，將比其他委託通路更高，故旅遊電子地圖系統所能獲得之競爭優勢將建立於銷售規模與品牌資產。 This study focuses on investigating possible problems while constructing partnership of strategic alliance among enterprises. By interviewing CEO‘s viewpoints, this study tries to see the basic feature of problems and further construct possible propositions by doing case studies. With the increasing of tourists and the changing of expense state globally, there are many countries try their best in constructing unique characters and faces of cities, so is Taiwan. Therefore, electronic traveling map system is a very important and competitive tool for travel and tourism in Taiwan. In order to provide a good electronic traveling system to consumers, it is necessary to integrate all related services and products of various industries. During the process of integration, it is also necessary to negotiate with each CEO for reaching agreement of strategic alliances. The main objective of this study is to find out possible problems by doing case studies. At the same time, by investigating motivations of strategic alliances and pros and cons before making strategic alliances, we also hope that we can find out a better way to reach agreement of strategic alliances and get further improve productivity and efficiency of companies. By Investigating the results of this study, we derived nine propositions: 1.In the tourism market, the competitive advantage of travel electronic map system lies in the accuracy of information what can provide. 2.The reputation of B&B is one of key considerations of B&B for whether using the electronic map system or not. 3.There are differences of demand in using travel electronic map system for B&B. 4.The key consideration for farmers’ association to use the electronic map system is the price of the system, which is different from B&B. The cheaper travel electronic map system is, the more likely farmers’ associations use it. 5.The management of farmers’ association can control of prices of agricultural products more effectively through electronic map system. 6.If we position the electronic map system for farmers’ associations as one of various marketing channels, we would have more feasible strategic partnerships. 7.The quality of communication and trust are still two critical factors in achieving successful strategic partnerships for electronic map system. 8.If farmers’ associations use the electronic map system, they will need higher product pricing than other commissioned path. So the competitive advantage of electronic map system will lie in sales scale and brand equity.
顯示於類別:	[企業管理學系暨研究所] 學位論文

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