企業面對競爭日趨激烈的市場環境，要如何在此環境中生存，從中取得競爭優勢，已 是現代企業管理者必須面對及解決的重要課題。結合其他產業的能力與資源，不僅能 減低投資風險，更可提高本身產品的附加價值，對顧客的吸引力也會增加。本研究以 烏來溫泉地區為研究範圍，探討對於溫泉地區水療結合芳療之異業可行性探討，期能 帶動當地發展溫泉特色與差異化，將單純的泡湯觀念轉為美容健康泡湯體驗，從泡湯 新體驗中感受到實質的美容、健康效益，並從中創造新的經營模式。本研究採用質性 訪談法，訪談對象以學者、烏來地區溫泉業者、北部美容業者，探討三方對溫泉地區 水療結合芳療經營模式看法與可行性之評估。研究結果如下: 多數學者、業者認為芳療 水療結合可行性高，且目前也有業者朝此方向轉型。學者建議能多嘗試網路行銷、網 紅直播等時代行銷結合。研究結果期望能對業者提出可行的經營方向，以促進當地產 業多元發展，提升整體資源的效益，更擴大溫泉產業相關人員就業及其市場價值與競 爭力。

Facing the increasingly competitive market environment, how to survive in this environment and obtain competitive advantage from it is an important issue that modern enterprise managers must face and solve. Combining the capabilities and resources of other industries can not only greatly reduce the investment risk, but also enhance the added value of our products and the attractiveness of customers. In this study, taking Wulai hot springs area as a research area to explore the hot springs spa combined with aromatherapy heterogeneous feasibility investigation to promote local characteristics and differentiation of hot springs. The pure concept of bathing will be transferred to beauty and healthy bath experience fun. So that consumers can not only enjoy the fun of the traditional bathing, but also from the bathing experience to feel the real beauty, health benefits, and create a new business model. This study adopts the qualitative interview method. The interviewees are scholars, hot spring industry in Wulai region and northern beauty industry. The main purpose of this study is to evaluate the opinions and feasibility of the three parties on spa combined with aromatherapy business model in hot spring area. The findings are as follows: most scholars, practitioners believe that the combination of aromatherapy Spa feasibility is high, and at the moment there are also industry restructuring in this direction. Scholars suggest that more online marketing, web red broadcast and other innovative combination could be tried. The results of the study hope to put forward feasible business directions for the industry so as to promote the diversified development of the local industries, enhance the overall resource benefits, and further expand the employment of the relevant personnel in the hot spring industry and their market value and competitiveness.