汽車旅館產業狀況暨經營策略之調查--以桃園縣為例

Motel Industry Overview and Survey on Business Strategy in the Area of Taoyuan County

李榮維(Jung-Wei Lee)

指導教授 ： 李伯謙

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

無資料

關鍵字

汽車旅館 ； 經營策略

並列摘要

In the recent years, as a result of the political turmoil, aimless development of the society and the emigration of manufacturing industries, the country is suffering from a slow economy. Miraculously, the motel industry is witnessing a quick boom. Ever since the famous motel brand of Wei-Ge joined the market in 2002 with innovative ideas, the industry has got away from its established negative image of providing consumers with “secret dating” services for clandestine love affairs. Accompanied with the media publicity and sex liberation of the society, the industry is repositioning itself as the service provider of trendy, premium leisure activities.
The purpose of this project aims at studying the driving forces of the motel industry and the business strategies of the motel owners. Areas of study include the evolvement of the social environment and the consumers that drive the proliferation of the love-vending industry, the opportunities and threats in business management, the growth potential in an already mature market and factors that influence consumption behavior such as location, motel hard and soft wares, size and pricing.
The motel business in the Taoyuan County can be used as an epitome of the entire industry thanks to the geographic location and urban development of the area. The county consists of a business-centric metropolis, a dozen smaller cities full of residential areas and rural towns. The location of the county is close to the capital city of Taipei. There are many scenic spots around the area and highways provide convenient transportation for residents and tourists. Above conditions facilitate the development of the motel industry and provide researchers with a good foothold for study.
This study utilizes Aaker’s theory of differentiation strategy, low cost strategy, preemption strategy, focus strategy and synchronization strategy for analysis. The demographic, cultural and economic structures of the county, the legal regulations, the consumer and the competition have been well probed and integrated into the study.

Summary of the main findings of the study:

1.The motel business is highly influenced by the geographic location of the business entity.
2.The entry barrier into the market is at a low level.
3.The business model is easy to be duplicated by the competitors.
4.Early investors not necessary possess the cost advantage or learning based on experience.
5.The consumer keeps looking for innovation and versatility of the product, and is easy to be influenced by the macro-environment.
6.There is no significant seasonality of the industry.
7.The motel product has no inventory value.
8.There is low brand loyalty.
9.The closer to Northern Taiwan (i.e. Taipei), the higher investment level
10.The closer to Southern Taiwan, the lower pricing level and the longer service hours
11.Competition is high in the north of the county.
12.The number of motels located in Da-Xi and Long-tan is unproportionate to town sizes due to the advantage of the geographic location.
13.New comer of the market enjoys the advantage of consumer interest.
14.Consumer segmentation is highly influenced by the geographic factors.

This study also proposes the business and marketing strategies for the future development of the motel industry.

並列關鍵字

Motel ； Business Strategy