台灣商務旅館經營策略之研究－以新竹地區為例

A Research on the Managing Strategy of the Commercial Hotel in Taiwan-Take Hsinchu Area as an Example

曾筱懿(Hsiao-Yi Tseng)

《管理實務與理論研究》 7卷4期 (2013/12) Pp. 1-19

https://doi.org/10.29916/JMPP.201312_7(4).0001

摘要

新竹地區因為科學園區成立後促成旅館產業的興起。自1988年中信商務旅館開幕，之後隨著科學園區快速發展，帶動旅館產業的興起並形成產業競爭激烈現象。過去有關旅館的研究多著重於顧客滿意度及服務品質方面，且多以台北地區國際觀光旅館為主要的研究對象，對於其他地區因經營環境及條件的差異所形成的經營特色及策略方面的研究著墨不多。本研究以Porter的五力分析法進行產業環境的分析與論述，並以一般性競爭策略作為商務旅館策略的規劃與選擇，採用深入訪談的研究方法以旅館的最高主管為訪談對象，抽樣方式則採立意抽樣為原則。另外，在實際經營過程中累積的「關鍵成功因素」，歸納了專家的實務經驗。最後，本研究歸納出四項結論，並對於新竹地區商務旅館業者提出經營策略之建議。

關鍵字

新竹地區 ； 商務旅館 ； 經營策略 ； 五力分析 ； 關鍵成功因素

並列摘要

The hotel industry started in hsinchu city because of the Science Park area establishment. The China Trust commercial hotel began in 1988 and this initiated a competition in the hotel industry as the Science Park blossomed. Over the past few years, many researchers have been focused on customer satisfaction and service quality aspect among Taipei international hotels. However, the researches of the area differences in terms of business environment and conditions are insufficient. This research was carried by the ”Porter Five Force Analytic Method”. The analysis and discussion were presented. The general competitive strategies are for commercial hotel's plans and options. The data was collected through interviews with the hotel CEO who have had precious experiences in hotel management. Moreover, ”the Key Success Factors” including these CEOs' practical experiences have been elaborated. Finally, this research has been concluded with four findings and proposed management strategies for the Hsinchu commercial hotel management teams.

並列關鍵字

Commercial hotel ； Management strategy ； Five force analysis ； Key success factors (KSF)

參考文獻

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