| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 98 === This study put emphasis on the operating innovation strategies of leisure industry.
A company is the object of study. To discuss this company’s present situation of
external industry environment, multiple brand innovation and operating innovation.
Throughout SWOT analysis and from the point of view of resource-based theory,
Dynamic capabilities, innovation and strategy planning to design this company’s
operating strategies of brand innovation.
This company for case study(below referred to as A company) established the
first store in Taichung since the end of 2001. They gained much favors from
customers in a short time and reported by many media. They bring out the trend of
Taiwan’s herb leisure industry. A company has sound operating system different
from domestic leisure industry’s traditional operating system. They not only provide
many internal specialized courses and external motive learning courses, but develop
many innovations of operating strategies. For example, the pioneering “payment
holidays for traveling” system. They hope throughout personal experiences and
shares to execute the spirit of service and leisure in daily works. By this system to
let work partners provide professional services and at the same time bring happy
atmosphere to those customers come to this forest.
Throughout the study to analyze this company, I discover this company has
unique innovation strategies on organization and brand operation these 2 sides. They
not only broaden their competition advantages and elevate the side of consumer needs
contentment, but develop an innovation of organization management system. To
summarize this study, I discover this company’s innovating operations are as below:
1.To develop a unique brand image based on “emotional benefit market strategy.”
2.To develop sound organization regulations by practicing brand’s characteristic and
reduce necessary cost of failures.
3.To develop organization procedures by the mode of “prospect-oriented” strategy.
4.To evaluate organization’s whole competitive ability by job changing of all
executives and experience learning.
5.To make an open-minded organization culture, and broaden the advantages of
competition.
6.To develop an effective system of “benefit refund” and strengthen employees’ sense
of belongings and trusts.
7.By emphasizing on company’s inner information transparency, and fair competition
culture to have healthy interactions between the employees and the company.
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