- 學位論文
飯店多角化市場定位經營策略分析-以I酒店集團為例
Analysis on Business Strategy of Hotel Diversification Market Positioning - Taking I Hotel Group as an Example
摘要
研究者原本從事不動產的開發與興建，但在經歷921地震後，深感企業經營不應給腳下的土地帶來沉重的負擔，因此轉為經營觀光旅館業，並將永續經營的理念、價值與夢想融入新事業的經營中。 在2007年集團的首間旅館開幕後，雖然起初外界並不看好，但經歷了2008年全球金融海嘯的不景氣衝擊，集團旅館不但沒有因為經濟景氣問題而裁員，業績反而還蒸蒸日上，並獲得Hotel Club的「The Top 5 Hotel in Asia」榮耀獎項，可說是對旅館經營者與員工所付出的努力給予了鼓舞與肯定。其後集團陸續擴充旅館與餐飲服務的規模，透過旅客的滿意評價與口碑行銷，讓集團在台中的旅宿業中擁有舉足輕重的地位。 惟2020年初爆發的新冠肺炎疫情，由於其高度的傳染力與致死率，讓世界各國相繼採取嚴格的封禁與管制措施，不僅對經濟發展造成負面影響，更對觀光旅遊產業造成嚴重的衝擊。所幸由於日前國內疫情的趨緩，讓國內旅遊先行慢慢回溫，也稍解觀光旅館業者的燃眉之急。 由於I酒店集團有3間分館皆位於台中逢甲商圈周邊，因此本研究在瞭解台中旅館業的發展與競爭現況後，對I酒店集團進行SWOT分析，釐清其市場區隔與定位策略，並對行銷與競爭策略進行檢討。最後，根據產業分析與個案分析的結果，提出研究結論與建議。
並列摘要
The researcher was originally engaged in the development and construction of real estate, but after the 921 earthquake, she felt that business management should not bring a heavy burden to the land, so she turned to the tourism hotel business, and put the concept and value of sustainable management into practice. After the opening of the group's first hotel in 2007, although the outside world was not optimistic at first, after experiencing the downturn of the financial crisis in 2008, the Group’s hotel not only did not lay off staff due to economic problems, but its performance was still prosperous. “The Top 5 Hotel in Asia” honorary award can be said to be an inspiration and affirmation for the hard work of hotel operators and employees. Since then, the Group has successively expanded the scale of hotel and catering services. Through the satisfactory evaluation of tourists and word-of-mouth marketing, the Group has established a pivotal position in Taichung’s hospitality industry. However, the outbreak of COVID-19 at the beginning of 2020, due to its high infectiousness and fatality rate, has caused countries around the world to adopt strict bans and control measures one after another, which not only has a negative impact on economic development, but also has a serious impact on the tourism industry. Fortunately, due to the easing of the domestic epidemic recently, domestic tourism is slowly returning to the temperature, and the urgent needs of the tourist hotel industry are also relieved. Since I Hotel Group has 3 branches located around the Feng Chia shopping area in Taichung, this study conducted a SWOT analysis of I Hotel Group after understanding the development and competition status of Taichung hotel industry, clarified its market segmentation and positioning strategy, and review of marketing and competitive strategies. Finally, according to the results of industry analysis and case analysis, research conclusions and suggestions are put forward.