台灣溫泉資源豐富，加上近年社會進步，國人健康休閒意識抬頭，傳媒報導溫泉休閒養生功能，使得國內溫泉旅遊受到大眾青睞，造就台灣溫泉旅館產業蓬勃發展。惟在溫泉旅館產業發展之同時，其所面臨之經營困境，在於營運方式狹隘、產業同質性高、季節性因素影響遊客意願，及聯外交通中斷風險。因此，本研究期望藉由多角化經營策略，以核心能力為基礎，進入新領域產業之方式，以克服本業經營困境，並提昇本業品牌形象及知名度，達到溫泉旅館產業成長之目標。
本研究以個案研究法，針對個案公司之多角化經營發展歷程，進行探討及分析。研究結果發現，多角化經營策略的成功關鍵，在於核心能力之建立，能發揮獨特性、集合性、策略彈性及價值性的效果，以確保進入新領域產業之優勢，降低失敗風險。而本研究亦依據研究分析之結論，對於個案公司及其他溫泉旅館業者提出核心能力建立及多角化策略建議，作為未來多角化發展之參考。

The research studies the diversification strategy of hot spring hotel industry in Taiwan area. In recent years, the domestic hot spring tours have become very popular , and the industry of hot spring hotel stands in great numbers around in Taiwan. But in the meantime, the hot spring hotel have some operational difficulties, including narrow modes of operation, industries with high homogeneity, seasonal factors affecting travelers’ willingness, and the risk of traffic disruption. Therefore, this study is based on the diversification strategy and core competence and looks into the individual case to find out how to overcome the financial difficulties of the industry and to enhance brand image and awareness.

The research is based on case study method to discuss and analyze the course of the individual case’s diversification. The result indicates that the key success factors of diversification is based on establishment of core competencies ; therefore the company is able to exert the effects of uniqueness, collectiveness, strategic flexibility and value. It also can ensure that the advantages of accessing the new industrial areas and reduce the risk of failure. According to the conclusions of this study, the author provides proposals of diversification strategy and establishment of core competencies for the case company and the other hot spring hotels as the reference of company’s diversification development in the future.

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