本研究是以策略行銷為基礎，針對澎湖縣之觀光事業進行研究，並參與業者行銷建制的工作。期盼藉由策略行銷的管理模式，提供業者因應環境變化以制定行銷策略的參考。

　本論文的內容主要分為四部份，包括：

一、 就策略行銷以及旅遊業之特質與經營理論之文獻加以探討整理，以做為擬訂管理模式之依據。

　二、 就澎湖縣觀光產業之各項資源以加以說明探討。

三、 針對澎湖縣旅遊市場之產業現況以及消費者加以研究分析，整理出可供運用之資料。

　四、 依策略行銷之管理模式，為「澎湖文化生態園區」擬訂行銷策略。

經過上述的研究與探討，再以個案「澎湖文化生態園區」為例，將研究所得之結論與建議說明如下：

　一、 澎湖縣的觀光產業及個案「澎湖文化生態園區」在發展上採策略行銷的管理模式是可行的。因為策略行銷管理透過分析、規劃、執行及評估與改善的程序，塑造企業組織能力、文化能力與執行能力，不斷地改造企業的體質以適應新的環境並獲得更好的經營績效。

　二、 市場區隔與目標市場的選擇是公司合理配置行銷資源以及制定行銷策略的重要依據。

三、 透過組合分析工具，企業可確實及快速地瞭解各事業單位的競爭情勢，並進一步擬訂競爭策略。相較於以往是憑藉著「老闆的經驗或智慧」來經營企業，有著顯著的良好表現。

　四、 在策略管理模式的推展下，行銷組合（4P）能夠獲得較為完整之規劃，並能定出明確的標準加以考核。

　五、 策略聯盟或異業的合作是澎湖縣觀光產業以及個案「澎湖文化生態園區」在尋求經營有所突破的重要作為。

The objective of this thesis is a research approaching to the development of the tourism in the Penghu archipelago. As the thesis focuses on the analysis of the strategic marketing that is the main storyline of the contents, it also covers the true examples of the business of the tourism going on in Penhu. Hopefully, It will provide beneficial information to who is involving in this business, moreover, to deal with the changing of the market of the tourism.

　The contents of the thesis are as follow:

Chapter 2. The analysis of strategic marketing, significant character, and theory of management from the past record of the tourism; the future management model will be developed that base on this analysis.

　Chapter 3. The description and analysis of the resource of Penghu's tourism business.

　Chapter 4. The analysis of the market and tourist in Penghu's tourism in nowadays; extract the beneficial material for the market.

　Chapter 5. According to the strategic marketing management model, the marketing strategies for the special case "Penghu's Cultural & Biological Park" are developed.

　Chapter 6. The result of this research are developed as follow:

1.Since this strategic marketing theory has not only been analyzed, planed, executed, evaluated and improved, it also has established a model for enterprise's execution in company's system, cultural issue and administration. In order to face the changing market and achieve a better result, once the enterprise uses the theory, the functioning system will be highly improved. As a result, it is truly acceptable by adopting the analyzed management model in Penghu's tourism as well as the special case of "Penghu's Cultural & Biological Park".

　2.How the market is segmented and how the target market is chosen have great impact on how the enterprise beautifully distribute the market sources and plan the marketing strategies.

　3.Compare to the traditional management method used in the past, the enterprise will have the better performance by adopting the strategic marketing management theory; it will efficiently and rapidly sense the competitive situation in the market.

　4.Base on the theory of the strategic management, the "4P" can be done with the complete plan; it also can establish a clear stander for evaluation.

　5.The alliance of different strategies and the varied businesses will have significant impact and improvement in Penghu's tourism as well as "Penghu's Cultural & Biological Park", especially the slow business during the winter.

一、 中文部份
1. 洪順慶，行銷管理，民國八十八年一月。
2. 曹勝雄，觀光行銷學，智揚文化事業股份有限公司，民國九十年一月。
3. 漢棠設計工程有限公司，澎湖國家風景區觀光宣傳推廣策略規劃，交通部觀光局澎湖國家風景區管理處，民國八十八年六月。
4. 中華民國戶外遊憩學會，澎湖風景區遊客調查暨旅遊人次推估規劃，交通部觀光局澎湖國家風景區管理處，民國八十七年六月。
5. 莊文興等，澎湖之美，交通部觀光局澎湖國家風景區管理處，民國八十七年五月。
6. 陳水源，澎湖觀光發展計劃，交通部觀光局澎湖國家風景區管理籌備處，民國八十一年。
7. 洪國雄，澎湖產業印象－走過潮間帶，澎湖縣立文化中心，民國八十五年二月。
8. 林長興，澎湖群島地質與地史，澎湖縣立文化中心，民國八十八年六月。
9. 鄭謙遜，澎湖海島的鳥類資源，澎湖縣政府，民國八十八年。
10. 陳元揚，澎湖縣投資環境簡介，澎湖縣工業發展投資策進會，民國八十九年十一月。
11. 凌瓏，旅行業策略行銷之研究，中國文化大學觀光事業研究所碩士論文，民國八十二年六月。
二、 英文部份：
1. Philip Kotler， Marketing Management Analysis , Planning , Implementation ,and Control , Ninth Edition， Prentice-Hall International ，1997.
2. Harold Koontz , Heinz Weihrich，Essentials of Management , 5th Edition，McGraw-Hill Inc.，1996.