國際觀光旅館廣告行銷業務委外之可行性研究

The Feasibility Study of Advertisement and Marketing Outsourcing for the International Tourist Hotels

賴珍珠(lai chên chu)

指導教授 ： 林銘昌

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

面對旅館業的戰國時代，競爭策略的運籌帷幄，乃是成功的關鍵。在人力組織扁平化的現在，委外，成了企業替代的方案之一。「廣告」乃是旅館業經營成功的要素（Michael , 2002），而旅館商戰的成敗取決於「市場定位」與「競爭策略」（楊長輝，1996）。正確的市場定位及競爭策略，都必須仰賴專業的廣告行銷規劃，然而旅館業的核心產品乃提供舒適安全的住房與親切妥善的服務，其專業在於創造顧客美好的回憶。面對同業競爭，縝密的計畫與宣傳，一刻不得鬆懈，也因此造成廣告預算必須增加，旅館人力必須投入，相對造成國際觀光旅館的經營成本增加。此刻，廣告行銷業務委外，變成了另一種選擇。美國的旅館廣告經費，僅佔整體銷售額的2.7％(Michael , 2002）。目前台灣的國際觀光旅館的營業支出結構中，廣告宣傳只佔了1.43％，可見旅館要藉由廣告行銷，再創造更高的營業額，仍然有很大的成長空間。本研究透過因素分析，得知國際觀光旅館考慮廣告外包的主要因素構面為承包商之專業能力、策略聯盟、成本考量。而不考慮廣告行銷委外之因素構面為承包商管理面、委外成本效率面。旅館對於委外承包商的執行能力考量之因素構面為承包商之功能性、承包商企業文化。廣告委外對旅館的整體影響之因素構面為旅館效率與成長。本研究之結果，可以提供廣告代理商面對國際觀光旅館業者，應持有的態度與方法，以及作為國際觀光旅館業者進行廣告計畫或委外考量時參考的依據。

關鍵字

國際觀光旅館 ； 委外 ； 廣告行銷

並列摘要

Facing the Warring States time of hotel industry, the competition strategy is the key for success. The outsourcing became an option for enterprises. “Advertising” is the essential factor of a successful operation for hotel industry. (Michael , 2002). “Market Positioning” and “Competition Strategy” decide the success or failure of the hotel commercial war. (Yang, Chang Hui， 1996) All the proper market fixed position and competition strategies have to rely on professional plans of advertising and marketing. However, the core products of hotel industry are comfortable, secure housing and cordial, well-arranged service, so that the customers will have wonderful memory. In order to be competitive in this industry, deliberate plans and advertisements must be available all the time. That is why the advertisement budget and the hotel manpower must be increased. As a result, it increased the international tourist hotels’ operating cost. Now, the outsourcing of advertisement and sales is an option for hotels. The hotel advertisement budget of American hotels is only 2.7% of whole sales volume (Michael , 2002). Now, the structure of the business expense of the international tourist hotels in Taiwan, advertisements are only 1.43% of it. It is thus clear that hotels still need a lot of advertisements to create more turnover.
By means of factor analysis in this study, we get to know that the contractors’ professional ability, strategic alliance and cost consideration are the main factors for international tourist hotels to have the advertisement outsourcing.The reasons why they don’t want to have advertisement outsourcing are contractors’ management and cost efficiency of outsourcing. For hotels, the factors of the contractors’ performance ability are contractors’ function and enterprise culture. Efficiency and growth of hotel is the factor of advertisement outsourcing for whole influence of hotels.
The conclusions of this study will provide with proper attitude and methods to advertising agents while dealing with international tourist hotels. The international tourist hotels can use this study as a reference when they are proceeding advertisement plans or under consideration of outsourcing.

並列關鍵字

International tourist hotel, outsourcing, advertising Marketing

參考文獻

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