溫泉旅館行銷策略之研究－以知本地區旅館為例

A Study on Marketing Strategies of Hot Spring Hotel －An Example of Chiben Area’s Hotel

蕭全軒(HSIAO CHUAN-HSIEN)

指導教授 ： 鄭健雄

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

本研究針對行銷的定義、行銷組合8P、SWOT分析等相關文獻進行探討，並且參考策略矩陣的分析方式，加以調整後作為本研究之主要架構。本研究為了達到研究溫泉旅館行銷策略的目的，將採取個案研究的方式，在資料收集上則採用半開放及封閉式問卷調查方式，對前往溫泉旅館之遊客進行「顧客滿意度調查」回收389份。在訪談方面，受訪對象有3家溫泉旅館業者，分別以錄音方式保存其訪談內容，資料分析上則以質性研究分析。本研究之主要目的，在探討知本地區之溫泉旅館林立，業者間競爭激烈，如何從中了解目標市場，以提供溫泉業者對於溫泉旅館之經營，擬定具體行銷策略，並提出建議與策略於旅館經營者之運用。
本次研究得到主要之結論可分為，知本溫泉業者發展現況及困境、個案溫泉旅館之市場分析結果、個案溫泉旅館業者行銷策略之建議等三個部分，結果如下：
知本溫泉旅館已經供過於求業者相互削價競爭，而且產品同質性太高無法區隔市場，再加上攬客族破壞整體形象及價格，使得遊客轉往其他地區，溫泉已不再是吸引遊客前往度假的主因等。

關鍵字

行銷策略 ； 溫泉旅館 ； 市場區隔

並列摘要

This study is aimed at the reference in related to the marketing definition, marketing combination 8P, and SWOT analysis to conduct an exploration, besides, consult the analyzed manner of strategic matrix and adjust it into a form of main frame for this research. In order to achieve the purpose of marketing strategy for the hotel furnished with hot spring, this study will be designed by individual case, and in terms of data collection, the semi-open and closed questionnaire will be adopted. There are 389 copies of the “Customer satisfaction survey” being retrieved from tourists who pay a visit to the hot-spring hotel. In the aspect of interview, there are 3 hot-spring hotel owners accepted the interview, the content of which is preserved by tape-recorder. As to the data analysis, the qualitative research is employed. The primary goal of this research is to explore the great numbers of hot-spring hotels in Zhi-Ben district, where the hotel dealers are in intense competition. This study is also intended to have them realize the target market and how to draft a specific marketing strategy to operate their hot-spring hotels, simultaneously, to propose our suggestions and strategies for hotel dealer to exercise.
The chief conclusion obtained from this study can be divided into three parts: the current development and predicament of the Zhi-Ben’s hot-spring dealers, the market’s analyzed results of the hot-spring hotel, and the proposal for hot-spring hotel dealers to perform their marketing strategies; it is specified as follows:
The hot-spring hotel in Zhi-Ben Area has demonstrated that the supply exceeds the demand, thus, a price war was launched among dealers due to the identical products and the incapability to segment markets, much less soliciting customers with an imposed manner that has spoiled their integral image and price. Because of that, the tourists have transferred to other areas; to them, the hot spring is no more attracted them to enjoy their vocation there.

並列關鍵字

Marketing Strategy ； Hot-spring Hotel ； Market Segmentation

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