中文摘要 目前以經濟學為研究取向的行銷研究文獻中,關於產品定位不明導致不為市場接受以致失敗的原因與研究,主要都是從資訊不對稱(information asymmetry)和反向選擇(adverse selection)的角度進行探討。不過,從曲祉寧 (2011) 的研究中看到不同的現象, 研究發現 「綑綁銷售」(bundling)和「第三需求法則」(third law of demand)的運用是透過改變產品的相對價格(relative price)來提高產品的需求。本研究進一步驗證從將元行(APEX)的質性研究中, 發現關於綑綁會影響相對價格以及行銷定位的觀點。在本研究中,我們專注在實證資料的研究與分析上。希望透過實際的資料與數據,驗證上述觀點。而旅館產業則是我們進行研究與應用理論的主要對象。 本研究經文獻探討所提出之六個命題,經台灣地區觀光旅館的資料實證後皆獲得支持。即:若觀光旅館提供的服務越豐富,則高單價旅遊(自由行)人數越多; 若觀光旅館提供的服務越豐富,則低單價旅遊(團體行)人數越少; 若觀光旅館的平均房價越高(反應旅館應多樣服務的成本),則高單價旅遊(自由行)人數越多; 若觀光旅館的平均房價越高(反應旅館應多樣服務的成本),則低單價旅遊(團體行)人數越少;若觀光旅館提供的服務越豐富,則平均房價越高; 若觀光旅館提供的服務越豐富, 則高單價旅遊(自由行)相對價格越低。
Abstract Recently, as to economics as research-oriented marketing literatures¸ the vague product positioning resulting in failure and not accepted by the market is mainly because of carrying on the research from information asymmetry and adverse selection angle. However, a different phenomenon is found from Chu (2011) study; that is to make use of bundling and the third law of demand by changing the relative price of products to raise the product demand. The study, further, verifies the view point of bundling affecting relative price and positioning found from the qualitative research of APEX. In the study, focusing on the research and analysis of empirical data, we hope to verify the above viewpoints through the practical data and information. And the hotel industry is the target of the study and the theory application. This study provides six propositions, which are supported after the empirical data collecting for the tourist hotels in Taiwan: The more services the tourist hotels provide, the more population of IFT; the more services the tourist hotels provide, the less population of GPT; the higher of the average price for the rooms of tourist hotels ( reflect the prosperous service cost) the more population of IFT; the higher of the average price for the rooms of tourist hotels ( reflect the prosperous service cost) the less population of GPT; The more services the tourist hotels provide ,the higher of the average price for the rooms of tourist hotels; The more service the hotels offer, the lower the relative price for the high-priced travel ( IFT).