賽鴿產業經營管理策略之研究 --以Ａ公司兩岸發展為例

Abstract

近年來由於經濟收入的提高，賽鴿活動在兩岸人民的休閒生活頗受歡迎，越發蓬勃也越受到廣泛重視。台灣擁有超過一甲子的賽鴿文化，發展出嚴謹完善的賽事制度，無論是育鴿、養鴿、訓鴿、賽鴿等經驗均十分豐富，上下游產業鏈發展完整。然而，過去鮮少以產業發展角度探討賽鴿的經營管理策略。因此，本研究嘗試以賽鴿產業經營管理策略為題，透過經營管理策略相關文獻研究，提出策略擬定之架構與流程，進而以Ａ公司在兩岸發展為研究實例，提出相關經營管理策略，希望能對學術界與產業界均有所貢獻，並作為相關後續研究或實業之參考。 研究結論指出，在一個相對封閉的產業，引入新科技發展的情況下，包括商業模式的驗證、新事業策略的調整、與目標市場進入之選擇，必須同時考慮外部環境與競爭結構的變化，納入整體經營考量，並分階段投資概念新產品，以降低風險。本研究針對個案公司的價值創造，以及未來經營管理策略提出改善與建議，同時也對於總體經濟PEST分析及價值鏈與價值網分析，提出參考模式。

In recent years, due to the increase in economic income, the pigeon industry and related activities in the cross-strait people's leisure life are becoming popular, getting more and more vigorous and more widely attention. The existing pigeon activities in Taiwan are more than 60 years, the development of rigorous improvement of the tournament system, including pigeons feeding, pigeons adapting, pigeons training, pigeons racing and other experience are very rich, with complement industrial chain. However, there are little studies exploring the industrial development of pigeon industry from the view point of management and strategy. Therefore, this study tries to discuss the structure and process of the strategy through the research of the management strategy of the pigeon industry, and then puts forward the relevant management and strategy with the development of the A company on the cross-strait as an example. There are some managerial implications to academic and industry will be contributed. The study concluded that in a relatively closed industry, the introduction of new technology development, including the validation of business models and strategy adjustments, the choice of market entry must also consider the external environment and competitive structure, the establishment of new business into the market plans and strategies, and phased investment concepts introduced new products to reduce risk should be considered. This research also summarizes the succeed value creation strategy via above four major changes and provides suggestions to improve the management and strategy for the A company.