| Summary: | 碩士 === 東吳大學 === 國際貿易學系 === 95 === The Blue Ocean Tourism is one of the new thought of the Blue Ocean Strategy. The main point is making the development of the ocean tourism in Taiwan breaking of the cut-off competition no matter in the national or international market. Create .an advantageous position for the tourism in Taiwan, and make the business of the tourism depart from the muse of being the follower and forgetting the creativity and the value of business. The purpose of this study is combining the yacht manufacture business and the ocean tourism to a new Blue Ocean Tourism Strategy Model; it can not only upgrade the business but combine the different business.
To study the ocean tourism in Taiwan, what the character and advantage is, and predict the future development though the environment. There are many fishing ports in Taiwan changing their types of business, but the change may not fit in with the needs of consumers or the global trend and cannot sustain forever. Besides the pattern of the Danshui 2nd Dock maybe not suitable for other docks. This research discusses the environment of the ocean tourism in Taiwan, analyzes the strategy of the Blue Highway, and compares the cases in Japan, in order to discuss the strategy and the purpose of ocean tourism management in Taiwan.
The manufacture business of Taiwan is famous in the whole world, but there is seldom people know that the yacht export of Taiwan is world number 1. This study discusses the yacht export status, the national and international selling area, the turnover of yacht manufacture to further understand the advantage of Taiwan. And combine the Blue Ocean Strategy with the advantage of Taiwan yacht manufacture and the ocean tourism in Taiwan to a new Blue Ocean Tourism strategy curve, and add 4 active frameworks and assistant analyzing table to generalize the value and benefit of Blue Ocean Tourism.
The final part of the study compare two real cases: the New Blue Ocean Tourism ROS Model( Zhuwei Yacht Club) and the Blue Ocean Tourism ROS Model( Danshui 2nd Dock), including the model definition, the case introduction, and the method of the case study to illustrate the differences of the two models and reciprocal compare the effects of the two models’ effect to the tourism business, the yacht manufacture business and the development of Taiwan. And bring up to a suitable tourism business model, list all the problems and the solutions of them. In other words, the business model of tourism can not be stick to one way, but join some creative thoughts and consider in many sides to satisfy the different demands of the market to obtain the real upgrade of business.
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