休閒產業經營策略之評估──以開發池上伯朗大道附近自有空地為例

Assessment of Business Strategies for Leisure Sector - A Case Study of Private Land Development Nearing the Brown Avenue in Chih-shang

近年來，由於台灣社會的快速變遷、經濟發達和社會型態的轉變，造成了台灣人對休閒觀念的提升。台東──池上位於台灣的花東縱谷，對於旅遊業來說是一個重要的觀光景點。雖然擁有先天地理環境的優勢，但要如何使觀光休閒產業所帶來的經濟效益更能夠帶動地方的發展，是一項令你我值得探討的重要議題。為了更深入了解前段所提，我們透過專家決策分析的方法來改善池上當地的發展為目標。在研究中，首先我探討池上地區休閒產業之特性，再來我們探討池上伯朗大道附近其他成功的休閒產業如何運用有限的資源和有效率的策略規劃來開發私有空地並帶動當地休閒產業的發展。最後在多準則決策方法中，我們分析該企業如何配合當地的環境、經濟及社會的條件，擬出一個有成效的經營策略。在這樣的經營策略下，我們不但可以理解開發的利害關係人（Stakeholders）的偏好還可以與其他方案進行評估與比較，藉此以提供該空地持有企業未來經營發展之策略參考依據。

In recent years, due to the rapid changes of Taiwanese society, economic development and social patterns change, causing the people of Taiwan to enhance the concept of leisure. Taitung – Chih-shang in Taiwan is an important attraction in the East Rift Valley tourist line. Though it have the advantage of congenital geography for tourism industry, how to make the economic benefits of tourism and leisure industry to help local development, which has become a worth exploring issue in the research. In order to realize the issue we mentioned above deeply, we promote the Taitung – Chih-shang’s local development as a target to analysis through Expert Decision Analysis approach. In our research, first, we explore the properties of the leisure industry in Chih-shang area. Second, we explore the other successful local leisure industries, such as coffee shop , how to develop private spaces and drive the development of local business by using the limited resources and efficient strategies. Finally, in the multi-criteria decision making (MCDM) approach, we analyzed the company how to make an effective business strategy with the conditions of the local environmental, economic and social structure. Under the business strategy structure, we not only can understand the preference relations of stakeholders but also can evaluate and compare with other cases, which provide the business owner with development strategy of the future business.