本文管理個案—窩工作旅店，屬飯店旅館業中經營背包客旅館的中小企業，該旅店客群及定位為針對國內外旅客在台住宿提供較為低單價的床位及客房。經過五年的努力，現今主要經營範疇集中在台北市交通便捷、生活機能佳的市中心，針對不同的區域定位、顧客屬性，配合消費趨勢主打年輕族群，至今陸續在台北火車站、101商圈擁有三家直營連鎖背包客旅館。
經營者五年前開始規劃投入背包客旅館業，從無到第一間背包客旅館，時至今日艱辛頗多，但也一一克服，惟目前公司營運上所面臨的挑戰及思考未來發展的目標方向，正考驗經營者的智慧與決心。
窩工作旅店客人來源主要分布於台灣、中國、韓國、日本、新馬及歐美國家，早期經營主要依靠自身的產品優勢加上口碑行銷，足以站穩腳步。但曾幾何時，隨著大環境變遷、政治影響、產業競爭等不利因素下，如何利用自有的優勢及機會，創新經營管理方式，為目前的困境進行一個突破及轉變。
本文透過哈佛管理個案方式進行案例的探討，用以討論如何透過各國際性網路訂房平台進行網路布局，以及跨國策略聯盟、產業合作，小型旅館在與國際性組織的網路平台公司的合作中，不管是規模或資源等能力相對薄弱，尤其在整體環境劇烈變遷下，唯有依靠創新的策略合作、商業模式才能另闢新局，達到公司轉型的目標。期望藉由本文個案的探討學習，讓未來者得以從中啟發不同思考面向，增加企業經營能力及決策執行效度。

WORK INN, the subject of this case study is a SME backpacker hostel in the hospitality industry. The company positions itself in providing low-priced beds/rooms for foreign and domestic travelers in Taiwan. After five years of hard work, its main business areas are now located in the city center of Taipei City with great lifestyle support and convenient public transportation, Taipei Main Station area and 101 business/shopping district. WORK INN’s three chain hostels target young people based on its locations, customer attributes and customer spending trends.
The operators started planning to run WORK INN five years ago. From the time they arrived to the first backpacker hostel, they encountered difficult problems and overcame one by one. And now, WORK INN leaders face its current challenges including targeting future development and operational objections which are both testing the wisdom and determination of the operators.
WORK INN’s guests are mainly from Taiwan, China, South Korea, Japan, Singapore, Malaysia, the United States and other European countries. In the early years of operations, WORK INN mainly depended on its great hospitality service and word-of-mouth marketing to be able to run the hostel steadily. However, with the unfavorable factors such as the changes in the general environment, political influence and industrial competition, how to utilize and maximize its advantages and opportunities for better innovate management in the current predicament become WORK INN’s desired breakthrough.
This article discusses our case study subject through Harvard Business School Case Method on areas such as usage of international internet booking platforms for network marketing, cross-border strategic alliances, industrial cooperation and cooperation between small hotels/hostels and international network platform companies. In terms of capabilities, such as scale or resources, WORK INN is relatively weak, especially under the drastic changes in the general environment. Innovative strategic cooperation and innovative business models seem to be the essential direction in achieving the goal of cooperation transformation. Through the exploration of the case study in this article, we hope that people can find inspiration from different perspectives in order to increase enterprise operating abilities and executive validity.

參考文獻
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網路部分
1. 交通部觀光局:http://admin.taiwan.net.tw/statistics/year.aspx?no=134
2. 自由時報:http://news.ltn.com.tw/news/focus/paper/1121239