| Summary: | 碩士 === 國立臺灣體育學院 === 休閒運動管理研究所 === 92 === Abstract
Enterprisers can combination human resources, techniques and fund with others partner through strategic alliance. Furthermore, strategic alliance can transfer vicious competition into good competition. So, strategic alliance not only can avoid negative influence caused from vicious competition, but also increase competitive advantage each other.
Taiwanese rural vacation B&B is confronted with more and more competition and challenges in the recreational markerplace. In order to hold the predominant position in the marketplace, rural vacation B&B has to form strategic alliance to share all resources, experiences, strength and study with each other. In this way, they can obtain overall beneficial results and advance rural vacation B&B advantageous position in the marketplace.
The purposes of this study are to discuss the present situation of strategic alliance among rural vacation &B in Taiwan, and attempt to establish a model of strategic alliance. Then, the results can be used as the reference resources for managers in the rural vacation B&B when they making a strategic decision.
The research methods include case study and in-depth interview, and chose the rural vacation B&B that have distinguishing features and all of them had participate in country-home association. The finding of this study including:
1.The main motivation of rural vacation B&B to form a strategic alliance are study each other, obtain complementary resources and to decrease labor-costing.
2.In order to promotion and present the characteristics of rural vacation B&B that can combining all local resources, the type of strategic alliances are both competitive and precompetitve alliances.
The main partner of strategic alliance came from the same field and relevant industry. And central method of strategic alliance marketing and selling.
Finally, rural vacation B&B industry through above method, not achieving the complementarity and study effects, but growing up quickly.
3.Rural vacation B&B through strategic alliance integrate and reserve many local cultural, industry and ecological resources in Taiwanese countryside. And they take internationalize as the principal thing. So, it to be conducive to enhance and glorify tourist resource in Taiwan.
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