摘要
本研究以觀察所得到的經驗與拍攝資料為原始素材，經過個案比較途徑與文獻比較途徑，整合行銷策略理論與相關論點，以形成個案公司杭州西溪悅榕莊的休閒美學競爭力優勢論點。
綜合本研究論點，本研究認為美學競爭力來自於休閒美學與顧客價值主張的結合，而品牌發展策略與視覺行銷策略是擴大潛在客群對休閒美學的認知。在這樣的基礎下，本研究認為企業應評估市場對休閒美學之供需缺口後，以合作式賽局策略取得必要的企業資源與核心能力，完成服務創新內涵，藉由視覺行銷策略、等掌握市場議題，創造市場之話題性，創造休閒美學之獲利模式與市場。
在市場競爭對手的行銷策略下，杭州西溪悅榕莊價值創造策略可以分為路徑A、路徑B、路徑C三個方向，分敘如下:
一、路徑Ａ：杭州西溪悅榕莊當妥善運用新產品與服務優化，針對現有核心客群，主要憑藉服務創新策略的思維，進行產品開發策略。餐飲服務創新與旅遊服務創新是現有核心客群可以立即推展的服務項目。
二、路徑Ｂ：當杭州西溪悅榕莊欲發展市場開發策略，在現有的競爭對手的行銷主軸下，必須透過服務創新策略與視覺行銷策略，發展餐飲服務創新與旅遊服務創新，推展現有服務至潛在核心客群。
三、路徑Ｃ：當杭州西溪悅榕莊欲發展多元化策略，將產品矩陣之獲利模式拓展至時尚精品銷售與藝術品銷售領域，必須運用服務創新策略與合作式賽局策略，減少經營風險，並進一步獲取智財權或著作權。

Abstract
Based on the data collected by writer’s experiences and case study methodology, this study is aimed to integrate the marketing strategies to form the perspectives of marketing competence of Banyan tree Resort Hangzhou.
To sum up the perspectives in this study, the competence of leisure aesthetics results from keeping focus on customer’s demands and building up the perceptions of brand image. Based on these assumptions, it’s necessary to assess the demand deficit for leisure aesthetics, and to acquire the critical resources under the cooperation with key partners.
By way of visual marketing strategy to create the issues, Banyan tree Resort Hangzhou could leverage up the events in our lives to build up the brand image. With the competitions in the market for leisure aesthetics, the strategy paths of Banyan tree Resort Hangzhou could be categorized by the following three points.
First, it’s path A. This strategy stresses the importance of utilizing the demands of core customers to develop new products and services. The services for customers’ tourism and food service are the core projects to enhance immediately.
Second, it’s path B. Banyan tree Resort Hangzhou must deliver brand image through the visual marketing strategy and the service innovations.
Third, it’s path C. Banyan tree Resort Hangzhou is necessary to exploit the sales of fashion boutique and art treasures to enlarge the profit. And Banyan tree Resort Hangzhou could use cooperation strategy and innovation strategy to regain the intelligence assets or copyrights.

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