The research on international tourist hotel applying IPO and value creation-A case study of F company

近年來觀光產業日益的蓬勃發展，從國外來台旅客的人數不斷的突破新高，超過千萬人次，加上政府的全力扶持，讓許多的企業進入此生態鏈，無論在飯店、餐飲、旅行社、遊覽車業、百貨業、零售業和各地夜市等都展開了新的競爭。企業為了生存和發展，透過不同的競爭策略，價值創造來取得市場的地位，站穩腳步。競爭優勢的策略很多，企業透過申請上市來強化本身的競爭力也是一種常見的方式。本文探討個案公司在準備上市過程中，適逢到新法令的規範，在無前例可循下，透過(1)建立領導團隊、(2)編寫食品安全監測計畫書、(3 )建立實驗室和排定食品檢驗、(4)獲得食品安全監測計畫之獨立審查意見書，四種方式來獲得上市成功。 旅館和餐飲業一直是觀光產業中占了最高比重的兩大產業，競爭程度也最激烈。本論文也分析探討個案公司其價值創造方式，是否有強化本身的競爭優勢。本文採取司徒達賢教授所創建的策略矩陣分析法之策略形態和產業價值鏈來分析；發現個案公司的競爭優勢策略( 吸引人才加入、優質品牌形象、重視食品安全和新營運模式)和策略矩陣分析法中之價值單元之人才、品牌、食品安全的三個策略點相符合有效發揮出競爭優勢讓個案公司在全國風景區的營運排名獲得第一名。在競爭激烈的產業環境下，個案公司本身要持續強化其競爭優勢才能在觀光產業中生存並做出貢獻。本文提出三項建議給予參考，包含將事業策略提升到總體策略層次，綜效的提升和創造共享價值以及做好企業社會責任。Nowadays, tourism has experienced continued growth; the number of travelers who are from overseas has reached to more than ten million. Due to hospitality market rising, lots of industries have become more competition, such as hotels, restaurants, tour agents, tour cars, department store, retail industrial and night markets business. As enterprises need to develop and survive, they have started to use different strategy such as developing competitive strategies or creating value added activities to maintain their market share. This essay will focus on F company case study and show how they use 4 different strategies ((A) by establishing leadership teams (B)by preparing the food safety monitor program (C) by establishing the food testing laboratory and conducting frequent food inspection (D) by obtaining the certificate of independent review of food safety monitor program to be successfully listed under new policies and when there is no precedent to go by. Among all the hospitality industries, hotel and catering business are two of the biggest income industries. This paper will analyze the case studies of F company's strategies of value creation and whether these strategies are able to strengthen its own competitive advantages. Moreover, by using Professor Seetoo’s analysis matrix,, we can discover the competitive advantage of the F company (including attracting talents, improving brand image, attention to food safety and new business models) and how the F company was ranked No.1 in the national tourism park in 2016. It is operations by applying the combination of the value added units which are talent, brand, food safety. From above strategic points, those strategies can be matching and make the F company operation win the first ranking in the whole country. Under the competitive business environment background, F company needs to strength its advantage to contribution and survives. In the next, this essay will give three recommendations as a reference which include A. Business strategy to the overall level of strategy, B. Enhance the value of synergies and create shared value and C. Do corporate social responsibility