休閒體驗產業多品牌成長策略、核心價值與顧客端學習之個案研究：以薰衣草森林為例

Multi-Brands Growth Strategy, Core Value and the Learning from Customers in a Leisure Experience Industry: A Case Study of Lavender Cottage

10.6213/JLRIM.2014.7(2)3

洪緯典(Wei-Tien Hung)

休閒體驗廠商 ； 多品牌成長模式 ； 核心價值 ； 顧客端學習 ； Leisure Experience Firm ； Core Value ； Learning from Customers ； Multi-Brand Growth Strategy

休閒產業管理學刊

7卷2期（2014 / 09 / 01）

47 - 74

繁體中文

服務廠商的成長策略一直是較少被關注的議題，而近幾年來許多以提供體驗服務為主的廠商，不斷以創造新品牌來達到成長的目的，然而目前相關的研究仍然相當缺乏，因而促成本研究的產生。本研究透過單一個案研究法，追蹤個案廠商由創立至今的成長過程，試圖建立一個概念性架構，以描述個案廠商的成長模式及其過程。透過個案的訪談、實地考察與二手資料收集，並進一步分析這些資料，我們認為支撐休閒體驗服務廠商成長的重要資源是該廠商的核心價值，核心價值能讓廠商進入初期市場，而帶來與顧客互動的機會，透過與顧客互動再進一步發掘市場機會，商機則引導廠商開拓下一個新市場，經由上述的過程與體驗服務的特性而產生多品牌的成長方式。此外，我們也認為多品牌的成長方式也有其限制，管理階層的管理能力仍是主要的限制。在實務建議方面，筆者認為休閒體驗廠商應謹慎管理廠商的核心價值，並善用外部資源來強化組織能力與發現商機，同時也應持續強化管理階層的運作與管理能力，以促成整體事業的持續成長。

In the past, there are few researchers to do the relevant researches of service firms' growth strategy. In recent years, we found that the leisure experience firms achieved the goal of growth through creating new brands. However, we still not understand why and how the firms use the strategy we named multi-brand growth strategy. Aim to understand the strategy, the single case study were used to explore the phenomena. The author collected data through interviews, filed observations and secondary data to analyze. After analyzing data, the author considered that the core value of a leisure experience firm would support the firm's growth. The core value as a foundation leads the firm enters into an initial market. In the market, the leisure experience firm would continue to interact with their customers to learn more about customers' preferences and to explore new business opportunities. To continue repeating the process, the multi-brand growth strategy was built. However, the firm's managerial capability would set a ceiling of the growth of a firm. Some managerial implications were provided at the end of this article.

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