潛在競爭者威脅下休閒遊憩廠商之異質化經營策略探討

Heterogeneous Strategies of the Leisure and Recreation Firms under the Threat of the Potential Competitor

10.7047/JLM.201106.0051

柯朝斌(Chao-Pin Ko)

休閒遊憩產業 ； 附加服務經營策略 ； 價格競爭 ； 產品異質化 ； Leisure and recreation industry ； operation strategies with added-value services ； price competition ； heterogeneous production

運籌與管理學刊

10卷1期（2011 / 06 / 01）

51 - 62

繁體中文

本研究探討休閒遊憩廠商採取同質性遊憩服務、以及提供附加服務的經營策略，對於產品價格與廠商利潤之影響。尤其是，在面對潛在競爭者的威脅下，既有廠商的經營策略與潛在進入廠商的經營策略如何達成策略均衡。面對大陸觀光客來台所帶動的商機以及週休二日後國內遊憩型態的結構性改變，休閒遊憩廠商必須調整策略，方能增加自身的競爭優勢。本文透過賽局模型的建立，提供一個探討休閒遊憩廠商間均衡策略的分析架構。藉由引入消費者偏好的觀念，我們認爲相互競爭的廠商皆採用提供附加服務的經營策略時，由於所提供的附加服務不同，對不同偏好的消費者就產生不同的評價，也因此影響消費者的需求價格以及對休閒遊憩商品的選擇。

The purpose of this paper attempts to analyze the effects on price and profit when leisure and recreation firms to take heterogeneous strategies and added-value services operating strategies. In particular, how the operation strategies between the existing firm and the potential entries makes the pure strategy equilibrium under the threat of the potential competitors. Confronting with the business opportunities resulted from policies allowing mainland Chinese tourists to visit Taiwan and the structural changed resulted from the two-day-off per week policy, the leisure and recreation firms must adjust their operating strategies to enhance their competitive advantages. This study presents a theoretical framework to discuss the equilibrium of operation strategies between firms of the leisure and recreation industry in terms of game approach. By introducing consumer preference, we indicate that firms with the same operation strategies would obtain different evaluations since their added-value services are heterogeneous. Such evaluations of added-value services alter the demand price and the choice of recreational activities.

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