| Summary: | 碩士 === 國立中山大學 === 人力資源管理研究所 === 104 === Recently, the division of whole PR industry become more and more dedicate due to diverse customer’s demand. However, for activities planning consultant companies, the requirement of fund and skills is low. Low entry berries, results in more competitors in the industry. Within such competitive environment, many activities planning consultant companies stop business because they lack of competitive advantage. But, the key element which companies can survive in the industry is competitive advantage. Therefore, this study takes activities planning consultant companies as target and discuss the competitive advantage within viewpoint of business functions. After interviewing four small and medium size of activities planning consultant companies, it uses qualitative research techniques to conclude the type of competitive advantage and the source of competitive advantage that activities planning consultant companies pursue. The result of this research is that companies acquire or enhance differentiation advantage by core value, core capability, collaboration strategy, and diversification strategy in strategic management; through diverse products and services, full customization, and prediction of market trend in marketing management; by selection criteria, coaching and mentoring, observation and emulation in HRM and innovation management.
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