透過您的圖書館登入
IP:44.222.146.114
  • 期刊

藍海策略及其在發展澎湖休閒藝文民宿的策略探究

Application of the Blue Ocean Strategy on Developing Leisure and Art B&B in Penghu

摘要


藍海策略主要重點是開創無人競爭的藍色海洋市場,強調價值的創新,本文將藍海策略四大行動套用在澎湖休閒藝文民宿的創意上,並結合STP及SWOT分析提出行銷策略與因應之道。本文對休閒藝文民宿可行性策略的STP分析結果為(一)市場區隔:本文將民宿市場分為兩大區隔,分別為一般休閒民宿及特色民宿,休閒藝文民宿即為特色民宿。(二)目標市場:將目標遊客群鎖定前來澎湖重遊的觀光客,滿足遊客需求,優質的服務及體驗才能讓遊客回流。(三)市場定位:1.產品策略:遊客為家庭成員,可設計家庭親子同遊活動,年輕族群可設計較刺激、新鮮感的活動,單身上班貴族可設計休閒藝文美容SPA…等。2.定價策略:依照樓、層級不同套房、平常及假日及淡旺季採差別訂價。3.通路策略:可網路行銷折價或建立貴賓卡折價。讓想體驗休閒民宿藝文的遊客重遊。4.促銷策略:結合文化觀光、公共關係及媒體宣傳。休閒藝文民宿可行性策略的SWOT分析結果為:(一)內在優勢:1.珊瑚老古石及漂流木等藝文資源豐富,垂所可得。2.陶兵館鄰近機場。3.近海邊可從事生態及文化旅遊活動。(二)內在缺點:1.休閒民宿地點位於興仁,夜間往馬公遊街不便。2.冬季的東北季風強勁。3.機票及船票價格昂貴。4.附近商家少,逛街不便。(三)外在機會:1.目前休閒藝文市場成長快速。2.休閒藝文市場機會佳。3.休閒藝文市場絕對評估佳。(四)外在威脅:1.民宿的競爭相當激烈。2.交通靠船與飛機,選擇少。最後以行銷策略、因應威脅及改善劣勢對陶兵館休閒民宿個案提出增加DIY活動、參與創意研討、推動策略聯盟套裝服務、進一步作問卷調查及實地調查以深入了解遊客特性與需求等具體的建議,使休閒藝文民宿得以循行銷策略永續經營。

並列摘要


The point of Blue Ocean Strategy is to create uncontested blue ocean market, make competition irrelevant, As mentioned above, the study applied the Blue Ocean Strategy on the innovation of leisure-art B&B in Penghu, in addition, the combination of STP and SWOT analysis was applied to propose marketing strategy. Based on the finding, as analyzed by STP revealed that the marketing segmentation of B&B included two segmentations, the regular leisure B&B and theme B&B (leisure-regimen B&B). The target customers of leisure-regimen B&B were those who rich and having time. As for the market targeting, the repeated tourists of Penghu were the target. To make tourists repeated, providing prominent service and let the tourists feel ”home away from home” was essential. The finding of marketing positioning showed that positioning and products was relevant with customers' job, family, and age. Furthermore, pricing strategy was based on floor, level of B&B, weekday or weekend, and peak or low season. The finding of distribution strategy suggested that providing discount for internet booking or VIP card users, in the meantime, enticing those customers who are willing to experience leisure-regimen B&B. Finally, the promotion strategy, promotion in winter or low season could attract somehow a couple of customers. The finding of SWOT analysis identified that (1) strength; abundant regimen resources, historical sites and buildings, and eco-tourism in the nearby; (2) weakness: inconvenient accessibility, northeast monsoon, high transportation expenditure, and shopping; (3) opportunity: steady growing in the market, right timing, and expected; (4) threat: many competitors and limited choices of transportation to access. Based on marketing strategy, weakness, and threat, as mentioned above, the study recommended that, for corresponding to marketing strategy and lifelong business running, the china-art B&B can increasing DIY activities, joining innovation study, strategic alliance for package, further surveying and filed investigating to realize customers' demands.

並列關鍵字

Blue Ocean Strategy Leisure and Art B&B STE SWOT

延伸閱讀