旅館業品牌價值與競爭力之研究

本研究主要探討模式採書面及網路訂房網站，等多元資訊做為蒐集方法，以瞭解顧客需求做為改善建議，以A公司為例。在旅館同業強烈競爭下，本身如未具備強而有力的經營團隊，幫助企業打造品牌，通常生存的方法唯有降價求生存，｢降價是最壞的經營策略｣，通常短期降價為因應淡季，如果已經降到最低點，到無空間可降那一天，恐將會被迫轉型經營，甚至是被同業淘汰。要依靠品牌生存、要提高房間價格之前，必須創造品牌價值，首要條件就是要有行銷企劃團隊、公關要很強，幫飯店想創新的行銷專案、打造企業形象要與眾不同。最後內部經營層面要有明確的經營方針、人事規劃、業績和獎金制度，讓員工覺得只要努力就會有希望，讓飯店格外具有靈活度和競爭力。一個優秀的經營團隊要去瞭解消費者選擇原因及訴求，以維持顧客群品質。

關鍵字

品牌價值；競爭力；消費者滿意度；觀光旅館業

並列摘要

This study focuses on the use of patterns and online booking sites, and the use of multiple information as a collection method to understand customer needs as recommendations for improvement of A hotel. Under the strong competition of the hotel industry, if they do not have a Strong management team to help the company build a brand, the only way to survive is to reduce the price and survive. "Price reduction is the worst business strategy", usually the short-term price cut is in response to the off-season. If it has already reached its lowest point, it will be forced to transform its operations or even be eliminated by its peers when there is no space to drop. To rely on the brand to survive, to increase the price of the room, we must Create brand value,the first condition is to have a marketing planning team, Public relations is very strong, to help the hotel want to innovate marketing projects, to create a corporate image to be different. Finally, the internal management level must have a clear business policy, personnel planning, performance and bonus system, so that employees feel that as long as they work hard, there will be hope, so that the hotel is exceptionally flexible and competitive. An excellent management team needs to understand the reasons and demands of consumers to maintain the quality of the customer base.