應用藍海策略擬定遊樂園的經營策略–以台灣T海洋渡假村為例

Abstract

在我國行政院經濟建設委員會(2002)推出「挑戰2008：國家發展重點計畫」的十項發展計畫中，首次將「文化創意產業」列為其中的重要發展項目。這類牽涉與結合文化、創新為主的知識經濟型態產業，由於本身就具有其特有的獨立性、本土性。所以，在短時間內是比較難被其他國家或地區的競爭對手所模仿與複製的，有些甚至是根本無法被模仿與複製。其中，在經濟部文化創意產業推動小組(2003)所定義的十三種文化創意產業之ㄧ的「創意生活產業」，更是提供台灣本土與傳統產業轉型、整合、再造，以及創造出更多附加價值的一項新興產業。然而，以「開創無人競爭的全新市場，把競爭變得毫無意義」而著稱的《藍海策略》一書，由歐洲商業管理學院(INSEAD)的兩位教授金偉燦、莫伯尼（2005）合著，耗費15年以上時間的研究整理，立論根據百年以來三十多種重要產業、百多件策略個案研究分析所得而成。在透過出版商的翻譯與強力行銷，成為在台灣乃至全球蔚為風潮且到現在仍熱力不減的暢銷書，儼然已有一門顯學之勢。因此，或許將「創意生活產業＋藍海策略」亦可作為在面對中國大陸經濟崛起「磁吸效應」的緩衝與抗衡力量，值得做更一步的研究與探討。 本研究為求明確的效果，將聚焦在苗栗縣境內，頗富盛名的海洋生態教育園區－T海洋渡假村來做為研究的案例。本論文之研究方法是採用創意生活產業的三生原則與《藍海策略》中優質策略的三種互補特質之相關原則、分析工具與架構，配合文獻探討、個案研究與深度訪談法等質性研究方法來進行。進一步來分析、擬定出本研究個案－T海洋渡假村藍海策略之「策略草圖」與「價值曲線」的研究結果。

Among the ten key individual plans of the Council for Economic Planning and Development in Taiwan (2002) which thrust out the “Challenge 2008-National Development Plan” to classify the “Cultural & Creative Industries” as main item by first time in the development projects. Because of having peculiar independence, native characteristics by itself, the involvement combined with the culture and innovation are considered as the industries of knowledge-based economies. Therefore, they are more difficult to be imitated and duplicated by the rival of other countries or areas within short time, some of them are even unable to be imitated and duplicated at all. Among of them, the one for “Creative Life Industries” of 13 kinds of cultural & creative industries which define by the Cultural & Creative Industries Promotion Office (2003) in providing Taiwan the local colour and a transition of traditional industry, integration, reengineering and create a new industry of more additional value. However, with a book known as “Blue Ocean Strategy (How to Create Uncontested Market Space and Make the Competition Irrelevant)” which wrote by two professors, Kim, W. Chan & Mauborgne (2005), of INSEAD. The research works of consuming more than 15 years, succeeded through the theorems refer to more than 30 kinds of major industries within a century, over hundred of strategic projects researched and analysis. The Blue Ocean Strategy becomes to be agitation and best selling book through translation and marketing by publisher will become more popular in Taiwan, even globalize. Apparently it seems to become a trend in studies research. As a result, “Creative Life Industries + Blue Ocean Strategy” combination will be a strength and power to “Magnetic Field Effect” in facing China's prosperous economy, may be a motive on further researches and discussion. The research, in order to meet the goal, will focus on the where known as the educational garden of marine ecology – “T Ocean Resort” of Miao-Li county in Taiwan for the case of studying. The research approach adopted the relevant major principles, characteristics, analytical tools and frameworks of Creative Life Industries & Blue Ocean Strategy cooperate with such qualitative research methodology approaches as exploration of documents, case study and depth interview. Afterwards, conduct analyzing, planning process with making the “Strategy Canvas” and “Value Curve” of blue ocean strategy of T Ocean Resort to gather final conclusions.