汽車旅館經營策略與關鍵成功因素之研究-以台中某汽車旅館為例

摘要國人重視汽車旅館產業愈來愈多，但是針對國內的研究仍不多；且在競爭激烈的環境下，小型、老舊的汽車旅館面臨停業的處境，業者為吸引顧客上門，只能不斷嘗試各種可能的經營方式。基於此，本研究主要目的在瞭解經營汽車旅館的動機、展店考量因素及其關鍵成功因素。本研究以台中T汽車旅館為例，以個案訪談的研究方式，對個案進行資料收集、彙整、分析、歸納後，得到個案在經營管理、及成功關鍵因素。研究指出需具有強固的企業核心文化，企業核心價值，即是「實現旅程最完美的句點」，降低建築成本是建築業股東首要利基。在新產品重新定位策略，採取彈性定價方式。導入創新時尚元素，使汽車旅館一躍而成為是都會人們享受休閒、放鬆心靈的空間。客源多元化，讓汽車旅館更是年輕朋友們聚會、辦party的理想場合。成功的異業結盟，建立自有的品牌形象，及一顆熱愛汽車旅館產業的心。人性化的管理方式，使個案在經營上不斷創新，持續往前。稱許的管理方法，充份授權。讓公司的治理上，充滿人性。經由本個案研究，汽車旅館經營策略關鍵成功因素研究後，深知想要讓汽車旅館能在短期內獲利成功，除了要有龐大的資金做為後盾外，強大的經營管理階層、靈活的策略運用，及高度的協調技巧都是不可獲缺的因素。

關鍵字

汽車旅館；經營管理；略策管理；成功關鍵因素

並列摘要

Abstract The Chinese people pay more and more attention to the automobile hotel industry, but there are still little researches on the domestic market. In the fiercely competitive environment, small and old auto hotels are closed to business. In order to attract customers, they can only try various kinds of things and test a new mode of operation. Based on this, the main purpose of this study is to understand the motives of operating a car hotel, the factors of the store consideration and its key success factors. In this study, T Motel in Taichung was used as a case study. After the case study, the data collection, collection, analysis and induction of the cases were carried out, and the key factors in the operation management and success were obtained. The research pointed out that it is necessary to have a strong core culture of the enterprise. The core value of the enterprise is to “achieve the perfect ending of the journey”. Reducing the construction cost is the primary niche of the construction industry shareholders. In the new product repositioning strategy, adopt flexible pricing methods. Introducing innovative and fashionable elements, the motel has become a space where people can enjoy leisure and relax their hearts. The diversified source of customers makes the motel an ideal place for young friends to meet and party. Successful partnerships, building their own brand image, and a heart that loves the motel industry. The humanized management method enables the case to continue to innovate in business and continue to move forward. The management method of the award is fully authorized. Let the company's governance, full of humanity. After this studying, the key success factors of the motel's business strategy, I know that I want to make the motel profitable in the short term. In addition to the huge funds as the backing, this is a powerful management and flexible strategy, a high degree of coordination skills are indispensable factors.