中國大陸經濟型酒店價值曲線之研究--以廣東地區經濟型酒店為例

Study on the Value Curve of Economy Hotel : A case of Economy Hotels in Guangdong Province

劉竑谷(Hung-Ku Liu)

指導教授 ： 鄭健雄

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2008年)

摘要

本研究針對經濟型酒店價值曲線之服務項目中：價格、房間安靜程度、清潔衛生、床鋪品質、房間設備、服務水準、房間大小、大廳裝設、建築美學、餐飲設施、安全、商務中心、預訂系統、商品部與品牌等15項價值元素進行探討。透過業者投資問卷評估與顧客需求問卷調查，將回收的問卷進行統計分析。比較經濟型酒店與星級酒店之業者投資價值元素高低強弱，描繪出中國大陸廣東地區經濟型酒店的產業供給端價值曲線，並探討經濟型酒店面對顧客的需求與業者的供給，透過藍海策略四項行動架構，歸納出顧客與業者對經濟型酒店提供的價值元素需求與供給的最佳經營模式，發展出經濟型酒店價值曲線模型。
研究結果發現經濟型酒店的業者對「預訂系統」及「品牌」經營兩項價值元素最為重視，顯示在現階段的投資經營普遍仍是在強打品牌策略。本研究結論簡單將經濟型酒店業者的投資歸納為「一星級的牆、二星級的堂、三星級的房、四星級的床、五星級的品牌」。
由於中國大陸經濟型酒店發展快速，缺乏相對應的行業標準與規範，本研究希望藉由經濟型酒店價值曲線之研究探討，提出相關研究建議，作為業者與後續研究者之參考。

關鍵字

經濟型酒店 ； 價值曲線 ； 價值元素 ； 顧客 ； 業者

並列摘要

The study focuses on probing into fifteen services factors of the economy hotel value curve, including the price, undistubed dgree in the room, room cleaness, quality of the bed, faciliies in the room, quality of services, size of the room, decoration in the lobby, aesthetic sense to the structure, meal service, security, business center, online booking service, the daily products, and brand. By conducting and then statistically analyzing the questionair surveys to hotel investors and customers, the valuable factors of economy hotels and star level hotels are compaired to depict the value cure of economy hotels in Guangdong Province. In addition, the requirements from the customers and the investments by proprietors are discussed in the study. Through four action frams of blue ocen strategy, the customers’ and ivestors’ requirements for valuable factors and best operational model provided by economy hotels are generalized, and, a new value cure model of economy hotel, finaly, is created.
In the findings, “online booking service” and “brand” are the most critical for the proprietors of economy hotels. It is evident that the hotel proprietors still strongly employ brand strategy. I roughly divided the economy proprietors into five catagories, i.e. the wall of one-star level, the hall of two-stars level, the room of three-stars level, the bed of four-stars level, and the brand of five-stars level.
The development of economy hotesls is rising and flourishing in main land China. However, the criterions and standards for this business have still not been established. By probing into the the value curve of economy hotel, this study propose suggestions associated with this issue to the proprietors and the futher researchers.

並列關鍵字

Economy Hotel ； value curve ； value factors ； customers ； proprietors

參考文獻

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