A Study in Strategic Management on Medium size Travel Agency of Taiwan –Based on Resource-Based Theory

• Main Authors: Hui-Wen Lin, 林慧雯
• Other Authors: Pei-How Huang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/pswmm2

碩士 === 國立中山大學 === 高階經營碩士班 === 104 === The purpose of this study is to discuss the diversification strategy management on medium size travel agency of Taiwan by based on resource-based theory and provide the recommendations on policy. The period of this study summarized the key factors in utilization of diversification strategy on medium size travel agency of Taiwan. By using these factors as variables to design the questionnaire and through one case company and four peers to conduct the survey with in-depth interview. The Results of this study by industry environmental analysis and five forces analysis to identify industrial structure on medium size travel agency of Taiwan, and the results response the first research question: to discuss the overview and trends on medium size travel agency of Taiwan, and analyze the industrial competitiveness. Then by discuss of case company and its peers to find the key factors in using diversification strategy, and the results response the second research question: to investigate the way of the influence in diversification strategies on medium size travel agency of Taiwan to provide the related references to the industry. The last, through the gap in case company by using diversification strategy to response the third research question: discussion on diversification strategy of the case company is how should be used to and explore ways to develop advantages in the competitive environment. In conclusion, the research through the methodology proposed the key elements in diversification strategy, and to provide the direction of future research in related industry.