苗栗县大湖乡温泉产业竞争优势之研究

【外文题名】The Study of Competitive Advantage of Hot Spring Industry at Dahu Town in Miao-Li Area

【作者】 赖嘉萍

【关键词】 competitive advantage local industry and speciality Hakkas culture and industry Hot spring 竞争优势 地方特色产业 温泉 客家文化与产业

【导师姓名】黄世明

【学位名称】硕士

【学位年度】2009

【学位授予单位】暂无

【所属分类】暂无

【录入时间】2009-01-01

【全文挂接】 读秀挂接

【摘要】22日至98年04月15日止，針對大湖鄉的溫泉業者、非營利組織，及相關的公部門共11位人員進行訪談。針對本研究所提出的研究問題，進行深入訪談後，並配合文獻分析、理論交叉對照所得的研究結果如下：（1）大湖鄉溫泉產業部份業者能局部結合客家意象及飲食，創造優勢；（2）部份溫泉業者能夠藉由與大湖鄉在地產業、景觀資源進行策略聯盟來提高競爭優勢；（3）大湖鄉溫泉產業會利用價格策略行銷，並具有用水成本較低、交通便捷、及停車空間充裕等競爭優勢。最後，針對大湖鄉溫泉產業在提昇競爭優勢的過程中提出的建議如下：（1）大湖鄉溫泉產業經營融合客家文化，如客家服飾、客家故事等，創造文化體驗活動；（2）地方公部門應落實打造大湖鄉成為客家文化體驗觀光遊憩景點；（3）提供消費者多樣化旅遊套裝行程，創造淡季大湖鄉的觀光人潮；（4）地方公部門應結合非營利組織、在地居民，從小區域作起，逐步打造在地鄉村景觀；（5）公部門學習其他成功保育生態景點的作法，在行銷觀光與生態保護之間取得平衡；（6）加強溫泉業者本身的服務品質。...

【外文摘要】The research takes DaHu Hot spring industry as the research subject. Under the name is known far and wide Taiwan hot spring competition, refer to the Porter diamond model six construction aspects to find out the competitive advantage of the hot spring industry at the DaHu town whether is connected with the Hakkas culture resources, connected corporation with the local industry and the scenic resources.This research took the in-depth interviewing of the Qualitative Research Methods, utilizing semistructured interviews way to interview the total 11 persons of DaHu town hot spring industry, nonprofit sector, and the related government departments during April 22, 2008 to April 15, 2009 priods.After carried on the in-depth interviewing, then coordinated the literature analysis, and overlapped the theory comparison in view of this research subject and goal which proposed, obtained findings as follows:1. Part of the DaHu town hot spring industry can partial unify the Hakkas image and diet to create superiority; 2. Part of industry has connected corporation well with the local industry and the scenic resources to enhance the competitive advantage; 3. They using the price strategy marketing, with the competitive advantages of lower water used cost, the convenient transportation, and the abundant parking space.Finally, proposed suggestions after in view of the DaHu town hot spring industry for enhancing their competitive advantages which appear in the developing process: 1. The hot spring industry may merge the Hakkas culture image fusion, such as Hakkas clothing and story, into the Hands-on Culture Exhibit activities; 2. The local government department should fulfill to build up DaHu town as the Hakka Hands-on Culture Exhibit scenic spots; 3. Provide the customer multiple choice journey to attract tourism stream of people during low seasons; 4. The government department, the nonprofit sector, and citizens should cooperate together to create local village landscape gradually by rebuilding start form the small area to the whole; 5. The government department may learn from the other successes Ecological preservation method to get the balance between of the marketing and ecological preservation; 6. Improve the Quality of Service by themselves to guarantee customer s satisfaction....