台中地區近幾年在積極發展城市旅遊與觀光活動之下,吸引許多外來旅客前往住宿過夜,又基於中部科學園區聘用大批外籍技師及遠觀未來三通之雙效因素,因而引爆台中旅館業之住宿與餐飲商機,帶動旅館業者爭相進駐投資,使得2006年台中觀光旅館平均住房率高達75.81%,位居全台之冠。 由於台中商機前景看好,國內商務飯店之標竿-麗緻集團,亦於2007年以直接經營管理之新品牌-台中亞緻大飯店(Hotel One)進入台中市場,以期增加市佔率,進而提升集團整體之獲利,但卻引發處於同一市場中之加盟旅館-台中永豐棧麗緻酒店與麗緻集團間之緊張關係。 本研究採取質性研究方法,藉由文獻的蒐集,並透過深度訪談,試圖理解麗緻集團旗下之台中亞緻大飯店與台中永豐棧麗緻酒店間之品牌的策略衝突。經由歸納分析後發現,兩品牌飯店間之衝突主要是由於彼此間市場區隔不明顯,導致市場重疊,因而造成市場與品牌之掠奪現象,進而促使台中永豐棧麗緻酒店與麗緻集團未來繼續合作之關係產生變數。
Due to the actively developed city touring and sightseeing, Taichung, including its neighboring area, has attracted lots of overnight tourists. Moreover, the massive employment of foreign workers in Central Taiwan Science Park, combined with the expected operation of the cross-strait flight, ignites the business opportunity of lodging and dining, which results in the entry of many lodging companies. The average lodging rate for hotels has reached as high as 75.81% in 2006, which was the best in Taiwan. With the confidence in the business potential in Taichung, the Landis Group, the leader of business lodging in Taiwan, entered the market in Taiching in 2007 with Hotel One, administrated and managed directly by the former, in order to increase the market share and the better profit for the whole group. Nevertheless, the competitive relationship between the Landis Group and the Landis Taichung Hotel, another alliance hotel, gets more fierce. By the approach of qualitative research, combined with documents collected and in-depth interview method, I try to unravel the strategy conflict between Hotel One and the Landis Tiachung Hotel. The conflict between the two hotels is mainly because of the obscure market segmentation, which leads to the overlapped market share, and the deprivation of the brand and the market. Therefore, the cooperation between the Landis Tiachung Hotel and the Landis Group in the future becomes indefinite.