飯店集團成長策略比較之研究: 以A、B飯店集團為例

A Comparative Study on the Growth Strategy of Hotel Group : Case Studies of A and B Hotel Group

梁德威(Tak-Wai Leung)

指導教授 ： 任維廉

國立交通大學/管理學院/管理學院高階主管管理碩士學程/碩士(2018年)

摘要

本研究之目的在分析兩個台灣本土連鎖飯店集團之發展及成長策略之比較。並探討在外國大型連鎖飯店集團夾擊下,台灣本土連鎖飯店集團在台灣旅遊市場能否保持競爭能力。以及能否以外國大型連鎖飯店為標竿發展成為國際飯店集團之潛力。

為能有效達成研究目的,本研究方法係籍由蒐集國內外相關文獻及進行訪談七位業界人士,針對該兩個本土連鎖飯店集團的發展策略而得出結論及對未來的建議以應付市場需求。

本研究結果顯示台灣本土連鎖飯店集團在開放的市場競爭之下與國外知名連鎖飯店集團相互競爭比較,更需要不斷的變更經營策略來應付旅遊市場的需求。以及要保持企業永續經營理念之下在策略發展方面更需要因應市場版塊而策略變更及持續成長策略來維持競爭能力。

本研究結果分析與討論後,得出研究結論,並據以提出具體管理意涵與後續研究建議。

關鍵字

飯店集團 ； 成長策略 ； S曲線 ； 佛繆樂模式

並列摘要

The purpose of this study is to compare the development and growth strategies of the two Taiwanese hotel chains. It also explores whether local Taiwanese chain hotel groups can maintain their competitiveness in the Taiwan tourism market under the influence of foreign large-scale hotel chains. And whether it is possible to use foreign large-scale hotel chains as benchmarks to develop into an international hotel group
.
In order to effectively achieve research objectives, it is intended to collect relevant documents from home and abroad and conduct interviews with seven industry professionals to draw conclusions on the development strategies of the two local chain hotel groups and make recommendations for the future to meet market demand.

The results of this study shows that Taiwan's local chain hotel groups compete with foreign well-known chain hotel groups under open market competition and need to change their business strategies to meet the needs of the tourism market. In order to maintain the concept of sustainable business, it is also necessary to maintain the competitiveness in the strategic development in response to market changes and continuous growth strategies.

After the analysis and discussion of the results of this study, the research conclusions were drawn and the specific management implications and follow-up research suggestions were proposed.

並列關鍵字

Hotel group ； growth strategy ； S curve ； Formule1 model

參考文獻

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3.金偉燦 (W. Chan Kim) , 芮妮‧莫伯尼 (Renée Mauborgne), 價值創新:高成長的策略性創新，哈佛商業評論 (Harvard Business Review), 2017.1.

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