台灣百貨與飯店結合經營模式之研究

A Study on the Combination Business Model of Department Store and Hotel in Taiwan

李永淞(Yung-Sung Lee)

指導教授 ： 古永嘉

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

台灣隨著國民所得與生活水準的提高、休閒旅遊風氣暢行，以及週休二日制度的落實之下，新興的百貨公司或購物中心陸續成立。經統計資料發現，全台55%以上的百貨公司產業總營業額幾乎源自於幾個百貨集團，顯示單店經營者在產業內競爭時實屬不易。因此，對於單店經營者而言，經營模式之建立與穩健性皆會影響其競爭力。

近年來，國內百貨公司與觀光飯店產業逐漸發展出結合之經營模式，邁向複合式商店經營之趨勢。然而，異質產業之結合與經營模式之建立具有高度複雜性。經營模式是否能因產業結合之利益而發揮綜效，進而使組織獲利，為本研究所探討之重點。

本研究以宜蘭地區的「蘭城新月廣場」為研究對象，並以旗下「新月廣場」與「蘭城晶英酒店」之高階主管為訪談對象。透過深度訪談與問卷進行資料收集，藉由資料整理、SWOT分析與資料統計等，獲得結論。研究結果發現，百貨公司與飯店結合之經營模式得以發揮綜效，目標市場之相似性、資源共享等因素皆有助於使企業績效成長，進而形成獲利模式。另一方面，研究結果亦整理出「百貨公司與飯店結合」之經營模式下，其關鍵成功因素主要性依序為：區位選擇、產品與市場定位、商品規劃與品牌經營、管理與成本控制、行銷推廣策略，以及人力資源。期望本研究結果能提供百貨業與飯店業業者，在經營模式建立與營運策略擬定時之策略參考。

關鍵字

百貨 ； 飯店 ； 經營模式 ； 獲利模式 ； 關鍵成功因素 ； SWOT分析

並列摘要

As the standard of living goes up and national income increases, new type department store or shopping mall is springing up recently in Taiwan. The industry competition is getting more and more fierce. For department store, almost 55% market share is belonged to the top 3 largest department store groups, which implies that it’s more difficult for individual enterprise to operate the business. Therefore, for obtaining and applying competitive advantages, a trend of combination business model of department store and hotel has formed in Taiwan recently. However, the completeness and fitness of combining two different business models would affect the ability of earning profit. This study will discuss the feasibility of combination business model, construct the profit model, and generalize the critical successful factors of combination business.
In this study, we use the “in-depth interview”, “case study”, and SWOT analysis to analyze and evaluate the feasibility of combining two different industries. Results from the survey of this study show that, the feasibility of combining two different industries is confirmed. The combination business model will bring out the synergy, for mutual benefits between two businesses, such as shared resource, partnership, etc. Additionally, this study also shows that to the most important factors to help enterprise earn profit is “product position and market segmentation”, “cost control and performance management”, “brand management and marketing activities”, and “human resource management.” Moreover the critical successful factors of business according to the importance order could be concluded with “location selection”, “position of product and market”, “product planning and brand management”, “operation management and cost control”, “marketing promotion strategy”, and “human resource.”

並列關鍵字

Department Store ； Hotel ； Business Model ； Profit Model ； Critical Successful Factor ； SWOT Analysis

參考文獻

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