台灣觀光旅館業的行銷定位與市場區隔決策的經濟分析

An Economic Analysis of the Marketing Segmentation and Marketing Positioning Strategy in Taiwan Tourist Hotel Industry

鍾子淵(Tzu-Yuan Chung)

指導教授 ： 曲祉寧

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/CYCU.2015.00139

摘要

摘要

當交易過程發生了雙方資訊不一時，就會產生資訊不對稱，而伴隨資訊不對稱而來的是，逆選擇市場。消費者無法判斷出市場裡產品的好壞，而市場裡也會開始充斥著低品質的產品。也就是俗稱的檸檬市場。

本研究係開始於曲祉寧教授於2011年將元行的個案研究中，窗簾零件商將元行，因為資訊不對稱，也面臨到逆選擇的市場。而傳統經濟學家解決資訊不對稱的方式，即為傳訊(Signal)。但將元行也發現他們無法透過傳訊的方式來讓消費者了解自身的產品。此時將元行意外的發現，透過捆綁的策略，可以使其銷售量上升。而曲祉寧教授指出，會有這樣的結果，是由於消費者面對的相對價格下降的緣故。而相對價格的概念係由Alchian-Allen所提出的著名的第三需求法則。

本研究使用的資料為交通部觀光局公布的次級資料，為交通部觀光局所公佈的公開資訊。範圍從2009年11月至2011年10月，共24期的「觀光旅館營運統計月報」月資料，以及交通部觀光局在99年12月出版的「中華民國98年台灣地區國際觀光旅館營運分析報告」月資料而來。

本研究的實證研究發現，旅館產業有符合第三需求法則的現象，在捆綁上相同的運費之後，市場最後的均衡結果，高階產品與低階產品的名目價格差距是拉大的，此結果證明捆綁策略實際的發生於旅館產業中。而旅館需要在這多變的市場中，透過正確的捆綁，來做正確的定位。本研究也透過對於服務項目的迴歸關係測試，發現到游泳池、三溫暖、溫泉、SPA這四項服務項目，會使旅館的捆綁後相對價格上升。

關鍵字：資訊不對稱、反向選擇、傳訊、捆綁銷售、第三需求法則、觀光旅館

關鍵字

捆綁銷售 ； 傳訊 ； 反向選擇 ； 資訊不對稱 ； 第三需求法則 ； 觀光旅館

並列摘要

An Economic Analysis of the Marketing Segmentation and Marketing Positioning Strategy in Taiwan Tourist Hotel Industry
Abstract
One of the parties to the transaction who has information more than the another one, it will produce the information asymmetry, and accompanied that consumers can’t recognize the quality of products, and the market will start to flooded with low-quality products. That is commonly known as the adverse selection or lemon market.

This study began in a case study by professor Chig-Ning Chu in 2011, the APEX who’s a curtain parts maker, also facing information asymmetry, and adverse selection in the market. Traditional ways to solve the information asymmetry by economists, named “Signal”. But APEX also found that they can’t let consumers understand their own products by using signaling. At this time APEX found that sales volume increase through the bundling strategy. The professor Chih-Ning Chu pointed out that such a result is due to the decline in the relative price. Concept of relative prices is by Alchian-Allen theorem, also called the third law of demand.

The data used in this study as a secondary data, published by the Tourism Bureau. Range from November 2009 to October 2011. A total of 24 monthly data.

The empirical research found that the hotel industry had the same phenomenon with the third law of demand. The relative price of high-end products and low-end products is widening in market equilibrium when bundled on the same freight. This result proved that the bundling strategy occurred in the hotel industry nowadays. The hotel needs through the right bundling strategy to do the right positioning in this changing market. In this study, we also found that the services items like swimming pool, sauna, spa, will rise the bundled relative price.

Keywords: Information asymmetric, Adverse selection, Singling, Bundling strategy

並列關鍵字

Bundling strategy ； Singling ； Adverse selection ； Information asymmetric

參考文獻

許瑞祥(2012)，定位與反向定位雙元性—行銷與經濟跨界整合觀點

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