Title

飯店品牌行銷再創藍海新機:個案飯店的歷程

Translated Titles

The Blue Ocean Strategy of Brand Marketing: Case Study of a Hotel

DOI

10.6572/JHHE.4(3).4

Authors

鄭天明(Tian-Ming Cheng);吳陳忠(Chen-Zhong Wu);彭慧萍(Hui-Ping Peng)

Key Words

品牌行銷 ; 藍海策略 ; 質性研究 ; Brand Marketing ; Blue Ocean Strategy and Qualitative Research

PublicationName

餐旅暨家政學刊

Volume or Term/Year and Month of Publication

4卷3期(2007 / 09 / 01)

Page #

293 - 315

Content Language

繁體中文

Chinese Abstract

本研究旨在探討個案飯店透過品牌行銷再創藍海新機之策略歷程。回顧過去有關品牌行銷之研究大都爲量化取向,瞭解消費者認知性課題,但針對品牌行銷策略制訂歷程,是無法以量化資料呈現,故本研究採用質性研究之個案研究法,資料蒐榮爲深度訪談,資料之整理和分析採取類屬分析的形式。從藍海策略角度,探索個案飯店從發展期、轉型期到再創期之歷程,直叫可透過品牌行銷策略,將個案飯店產品品牌化,行銷到市場,增加消費者對個案飯店在市場上的品牌熟識度,而品牌熟識度越高,則越能創造出更高的品牌權益,及透過品牌行銷策略使旅館員工產生激勵效果,提升員工創造力,並期以利用籃海四項行動架構,重建賣方價值基礎,重新獲取新價值曲線,並且掌握市場競爭態勢,了解當前市場競爭動點與因素。訪談結果顯示:(一)節流與維持房價,創造降低成本及防止削價競爭的藍海「降低」策略;(二)經理人的創意,廚師的巧思,創造獨特的產品特色,「消除」過去刻板印象;(三)研發產品及飯店工廠化的創意思考,再透過品牌行銷,進入便利商店流通市場,「創造」新品牌的意象;(四)利用品牌行銷,讓餐飲產品多元化、進入流通市場「提升」產品與飯店品牌新價值;(五)策略聯盟,共好國對建立,創意合作、工廠結盟、開創通路、品質保證、利潤分配,共創藍海天下。

English Abstract

The study aims to understand the process of blue ocean strategy by conducting the brand marketing for a hotel. In the past, most researches of brand marketing focused on quantitative evaluation and consumers' cognition. However, the data on establishing the brand marketing cannot be made by using the quantitative method. As a result, the researcher used the qualitative research on the relevant case study, and by conducting in-depth interviews, related data were collected. An analysis of classification was used to sort the data. The hotel's development, transition and rebirth were all studied based on the viewpoint of blue ocean strategy. The strategy of brand marketing can bring a hotel back to the market; after gaining consumers' cognition, the hotel will become known by all of the people. The more familiar the brand, the more profit can be made. Profit is always a factor for encouraging the hotel employees. Their originality will be stimulated. The four action structures of blue ocean strategy can rebuild the value foundation for the seller, gain a new value curve, control market competitiveness and reveal the competitive factors. The results of the interview showed the efficacy of the four approaches: (1) the reduction strategy. reduce expense and maintain the room rate in order to lower the total cost and avoid price reduction competition; (2) the eliminating strategy: encourage managers', ingenuity, cooks' skills and any unique specialties in order to create a new style; (3) the creative management strategy: innovative thinking and brand marketing can bring the people's cognition of the hotel to a new era; (4) the promotion strategy: brand marketing can diversify food and beverage, so that a new and higher value of the hotel brand can be created; (5) Establishing strategic al1iances, teamwork, innovative cooperation, factory alliance, trance development, quality guarantee and profit distribution in order to enhance the blue ocean strategy and achieve a win-win situation.

Topic Category 人文學 > 地理及區域研究
生物農學 > 農產加工
社會科學 > 管理學
Times Cited
  1. 吳思瑾(2014)。探討以專案管理為實踐方式應用於品牌建構實證。長榮大學企業管理學系(所)學位論文。2014。1-101。 
  2. 胡嘉宏(2012)。品牌形象及行銷策略影響組織吸引力之研究-以國軍人才招募為例。長榮大學高階管理碩士在職專班(EMBA)學位論文。2012。1-100。 
  3. 潘竹瓊(2012)。國際旅客城市文化觀光與目的地意象、遊憩效益之研究- 以越南河内為例。高雄餐旅大學旅遊管理研究所學位論文。2012。1-118。 
  4. 郭怡君(2013)。台灣國際觀光飯店業者之創新行銷策略 研究-新竹喜來登為例。清華大學國際專業管理碩士班(IMBA)學位論文。2013。1-88。
  5. 徐子淵(2015)。建設公司品牌形象行銷策略組合關係之研究。中央大學營建管理研究所碩士在職專班學位論文。2015。1-73。