服務地圖與新服務開發：以智能飯店為例

Services Road-mapping and New Service Development: The Case of Smart Hotels

李建泰(Chien-Tai. Lee)

指導教授 ： 張元杰

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2021年)

摘要

台灣飯店業在經歷大規模陸客觀光潮時，飯店如雨後春筍般林立，面對中國階段性減少陸客來台簽證後，加上新冠肺炎疫情影響，飯店業瞬間進入寒冬，諸多飯店出現拋售潮，住宿需求雪崩式減少，各業者如何在現有市場中，增加本身競爭優勢?
部分業者嘗試推動數位智能化，降低營運成本提升服務水準，但業者面臨可參考實績案例太少也無相關文獻參考，多數業者皆停留於自助報到櫃檯階段，面對下一階段無從著手。
本研究使用整合型技術地圖，品質機能展開法，收斂相關技術與顧客需求，並結合商業模式創新框架，以分階段建置方式，詮釋智能飯店之未來展望及相關技術之影響，研究結果顯示顧客重視的是便利與安全，業者在乎成本與商譽，看似無交集，卻也在收斂過程中獲得最佳解，可大幅降低業者投入成本，本研究結論除可提供業者智能飯店各階段性建構之參考方向外，也了解到建構智能系統並非是單純取代人力，而是希望將人力改置於更高價值的位置上，人與人之間的情感是無可取代的，業者建置時應將高彈性視為系統核心要素，方可因應快速變化的顧客需求。

關鍵字

智能飯店 ； 服務地圖 ； 品質機能展開 ； 新服務開發 ； 商業模式

並列摘要

When Taiwan’s hotel industry is experiencing a large-scale flood of land, restaurants spring up like mushrooms after the rain. In the face of China’s reduction of visas for visitors to Taiwan, couple with the impact of the Covid-19 epidemic, the hotel industry enteres a cold winter in instant. Many restaurants encounler a wave of sell-offs. With the avalanche decline in demand for accommodation, how can various businesses increase their competitive advantage in the existing market?
Some businesses try to promote digital intelligence, reduce operating costs and improve service standards. However, the businesses are faced with too few practical cases. Most businesses stay at the self-check-in counter stage and cannot proceed to the next stage.
This study uses an integrated technology map, a quality function deployment method, converges related technologies and customer needs, and combines the business model canvas to interpret the future prospects of smart hotels. The research results show that customers convenience and safety are cial. The hotel operator cares about cost and goodwill. It seems that there is no intersection, but it also obtains the best solution in the convergence process. The conclusions of this research can provide the industry with the construction of intelligent hotels in various stages. In addition to the direction of reference, the study suggests that the construction of intelligent systems is not simply to replace manpower, but to place manpower as a centertw higher value position. The emotions between people are irreplaceable. Treating high flexibility as the core element of the system can respond to rapidly changing customer needs

並列關鍵字

Smart hotel ； Service roadmap ； Quality function development ； New service development ； Business model

參考文獻

中國人民共和國旅遊行業標準，飯店智能化建設與服務指南LBT0202013，2。

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陳勁，陳鈺芬(2004)，贏在服務創新，北京：機械工業出版社。

經濟部商業司(商業服務業4.0優先推動範疇，2015)，行政院生產力4.0發展方案，56。