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研究生: 劉淑宜
Liu - Shu Yi
論文名稱: 博奕人才培育之品牌策略研究─ 以美國內華達州立大學雷諾校區之Executive Development Program為例
A Study of Brand Strategy on Gambling Personnel Training Curriculum: An example of Executive Development Program at University of Nevada, Reno
指導教授: 林孟彥
Meng-Yen Lin
口試委員: 劉代洋
Dai Yang Liu
黃振豊
Zhen Li Huang
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2009
畢業學年度: 97
語文別: 中文
論文頁數: 79
中文關鍵詞: 訓練成效訓練移轉博奕課程設計品牌策略
外文關鍵詞: transfer of training, training effectiveness, Gambling, curriculum design, brand strategy
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  • 隨著台灣立法院在2009年1月12日三讀通過離島建設條例修正方案,讓離島博奕除罪化,將來可以開放國際觀光旅館業者前來投標建設賭場,政府規劃將來澎湖所開發的是觀光休閒式綜合賭場。觀光休閒式綜合賭場所帶動的產業發展浪潮,不僅僅是博奕產業而已,還包括周邊的休閒旅遊、交通建設、科技應用…等等,其所衍生的商機與工作機會,不容小覷!
    台灣以往並無任何學校或訓練機構有過正規培養觀光博奕人才的經驗,應如何面對即將到臨的觀光博奕產業人力培訓需求?如果,將來台灣要進行觀光博奕人才之培訓,市場上有沒有已成功且具有品牌、口碑之學程或訓練機構,值得台灣與其合作或向這個機構學習其成功要素呢?
    本研究在搜集博奕人才培訓產業相關資訊的過程中,發現有一個學程很特別,這個學程是針對賭場經營者與賭場高階主管所開設的高階博奕管理課程,課程開課迄今,已屹立18 年而未見競爭敵手。這個課程就是美國內華達州立大學雷諾校區「博奕與商業遊戲研究所」的 Executive Development Program。該學程由博奕教父 William R. Eadington 博士所主持。
    因此,本研究將以探索性研究的方式,深入探討這個學程的特色、課程內容,以及其成功因素,以探討其可學習之長處為何。

    關鍵字:博奕,訓練移轉,訓練成效,課程設計,品牌策略


    As the regulation-amended proposal of the isolated-island construction passed its third reading in Taiwan's Legislative Yuan on January 12th, 2009, gambling on the isolated-island was legalized. The international tourist hotel industry will be allowed to come to build casinos in the future and the government is planning to develop casino resorts in Penghu. Development of Casino resorts promotes not only gambling industry but also tourism, construction of transportation and application of technology. Moreover, the opportunity of job-looking and business derived by the development of casino resorts is too huge to be underestimated.

    Taiwan's past, there is no school or training institutions had a formal training of tourism personnel game experience, should be how to face the upcoming tour of the temporary manpower training needs of game industry? If the future of Taiwan Tourism to train Chinese game market has not been successful and have a brand, word-of-mouth way of learning or training institutions, it is Taiwan or to cooperate with the agencies to learn their key to success this?

    In this study, I found a particular program which held by the Institute of game play and business in University of Nevada, Reno campus. It is called Executive Development Program and directed by Dr. William R. Eadington, the Godfather of gambling program. This program is designed for casino operators and casino executives. To date, this program has been set up for eighteen years and we haven’t seen any competitive opponents in the market.

    Therefore, this study will be conducted in qualitative methods to discuss thoroughly the features, contents and success factors of this program and explore the strengths it owns that we can learn from.

    Keywords: Gambling, transfer of training, training effectiveness, curriculum design, brand strategy

    摘要I AbstractII 誌謝III 目錄IV 表目錄VIII 圖目錄IX 第一章、 緖論1 第一節、 研究背景與動機1 第二節、 研究目的與研究範圍2 第三節、 研究流程3 第二章、 文獻探討6 第一節、 訓練移轉 (transfer of training)6 第二節、 訓練成效 (training effectiveness)10 第三節、 課程設計 (curriculum design)17 第四節、 品牌策略 (brand strategy)21 第五節、 台灣博奕產業發展現況28 第三章、 研究方法31 第一節、 資料蒐集31 第二節、 文獻探討31 第三節、 訪談32 第四章、 博奕人才培育產業分析36 第一節、 產業概況36 第二節、 博奕人才培育的定位與相關培訓機構42 第五章、 個案策略之研究分析44 第一節、 William R. Eadington 博士的背景與經歷44 第二節、 Executive Development Program的歷史與背景45 第三節、 Executive Development Program的品牌策略48 第四節、 Executive Development Program的成功實證49 第五節、 Executive Development Program的成功因素分析50 第六章、 結論與建議56 第一節、 研究結論56 第二節、 研究建議57 第三節、 研究限制57 參考文獻59 附錄一:William R. Eadington 博士訪問稿64 附錄二:澳門旅遊博彩技術培訓中心課程內容71

    一、中文文獻
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    4.林家瑜,「高科技產業教育訓練與非典型工作安排之關聯性探討—以新竹科學工業園區為例」,碩士論文,國立中山大學人力資源管理研究所,高雄 (2003)。
    5.葉重新,「教育研究法」,心理出版社股份有限公司,台北 (2004)。
    6.楊龍立,「學校為本課程的設計與理論」,五南圖書出版有限公司,台北 (2001)。
    7.顏世霖,「訓練方式與訓練講師對訓練成效影響之研究-以製造業為例」,碩士論文,國立成功大學,台南 (2002)。
    8.陳榮彬,「參與職業訓練學員對成人學習原則應用之知覺與訓練成效關係之研究」,碩士論文,國立中正大學成人及繼續教育研究所,嘉義 (2004)。
    9.袁紀珮、黃家慧編譯,Knapp, Duane E.原著,「品牌思維」,美商麥格羅.希爾國際股份有限公司台灣分公司,台北 (2001)。
    二、英文文獻
    1.Aaker, D. A. (1996), “Measuring Brand Equity Across Products and Markets,” California Management Review, 38 (3), 102-120.
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    4.Barone, Michael J., Paul W. Miniard and Jean B. Romeo (2000), "The Influence of Positive Mood on Brand Extension Evaluations," Journal of Consumer Research, 26 (4), 387-402.
    5.Broad, M. L. and J. W. Newstrom (1992), “Transfer of Training: Action-packed Strategies to Ensure High Payoff From Training Investments,” MA: Addison-Wesley.
    6.Butterfield, E.C. and G.D. Nelson (1989), “Theory and Practice of Teaching for Transfer,” Educational Technology Research and Development, 37 (3), 5-38.
    7.Cascio, W.F. (1995), “Whither Industrial and Organizational Psychology in a Changing World of Work,” American Psychologist, 50 (11), 928-939.
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    10.Colquitt, J. A. and M.S. Simmering (1998), “Conscientiousness Goal Orientation and Motivation to Learn During the Learning Process: A Longitudinal Study,” Journal of Applied Psychology, 83 (4), 654-665.
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    三、網站文獻:
    1.Gambling Links Europe
    http://www.easg.org/links/links_europe.htm
    2.Gatlin Education Services
    http://www.gatlineducation.com/
    3.International Gaming Training Center
    http://www.igtc.com.ph/index.html
    4.Venetion Macao Press Realease
    http://www.lvcva.com/press/statistics-facts/index.jsp
    5.英國國立史福大學 (University of Salford)
    http://www.salford.ac.uk/
    6.美國內華達州立大學雷諾校區 (University of Nevada, Reno)
    http://www.unr.edu/home/
    7.美國內華達州立大學拉斯維加斯分校 (University of Nevada, Las Vegas)
    http://www.unlv.edu/
    8.新加坡國際賭場遊戲培訓中心 (International Club Games Training Center)
    http://www.icgtraining.com/home.html
    9.新加坡南洋現代管理學院
    http://www.singapore-study.com/n-y.htm
    10.澳門旅遊博彩技術培訓中心(2009),簡介。http://www.ccc.edu.mo/web/bg/home/index.html
    11.澳門大學博彩研究所(2009),課程簡介。
    http://www.umac.mo/iscg/index_CN.htm

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