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論文名稱 Title |
台灣中小型旅社經營策略與收益管理之研究-以 L 旅社為例 The Study on Business Strategy and Revenue Management of Taiwanese Small and Medium Hotels: A Case Study of L Hotel |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
127 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2017-06-20 |
繳交日期 Date of Submission |
2018-01-14 |
關鍵字 Keywords |
數據分析、EMSRb、產業分析、飯店管理、收益管理 Hotel Management, Revenue Management, Data Analysis, EMSRb, Industrial Analysis |
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統計 Statistics |
本論文已被瀏覽 5736 次,被下載 8 次 The thesis/dissertation has been browsed 5736 times, has been downloaded 8 times. |
中文摘要 |
台灣是一個中小型旅社林立的國度,隨著國人對於旅遊產品的消費行為線上 化與 OTA(Online Travel Agency)業者的興起,加上台灣觀光業的變化,對於中小型 旅社的產業將會造成什麼影響?中小型旅社業者又該如何因應?但過去的文獻中, 對於台灣中小型旅社的探討是相對缺乏的。因此本研究將以 L 旅社為中心,利用 產業分析與價值網等分析方法進行台灣中小型旅社產業態勢的了解,並配合數據分析給予相關策略建議。 本研究將分為兩個部分,第一部分將以二手資料進行內外部分析,利用五力分 析、消費者行為分析、價值網分析與 SWOT 分析,了解台灣中小型旅社的產業情 勢,點出問題。第二部分為數據分析,將利用 L 旅社的訂房數據,配合內外部分 析所界定出通路產能分配的問題,利用收益管理模型 EMSRb 與訂房數據,配合中小型旅社的產業態勢,進行模型修改,提出通路間產能分配的新模型。 而利用內外部分析的結果與數據分析的產出,給予 L 旅社等中小型旅社經營 管理與收益管理的策略,分為長期與短期策略,補足在台灣中小型旅社業,相關文獻的缺口,並提供資源相對匱乏的中小型旅社,運用數據與進行收益管理的方法。 |
Abstract |
There is lots of small and medium hotels in Taiwan. As the Taiwanese environment changed, how these events influence the industrial environment of small and medium hotels and how they are going to react is worth exploration. However, past studies about hotel emphasize more on the perspectives of hotel chains. Tthe studies in small and medium hotels merely exist. In this study, we will use two perspectives to analyze the conditions small and medium hotels have encountered. In the first part, we will use analysis tools such as five forces analysis, consumer behavior analysis, value net and SWOT analysis to outline the small and medium hotels’ industrial environment and point out the crisis they have met. On the other hands, we will use L hotel’s booking data with revenue management techniques to deal with the issue of capacity channel allocation mentioned by the outcomes of previous analysis. Moreover, this study adjusts the EMSRb model to match the small and medium hotels’ industrial conditions to allow our quantity-based revenue management to be more suitable for small and medium hotels. Finally, we will give L hotel and small and medium hotels in Taiwan some operational and managerial strategies which is consist of short-term and long-term strategies according to the previous analysis. This study will make up for the deficiency of small and medium hotels related studies and make a guidance for small and medium hotels to analyze their booking data and conduct revenue management. |
目次 Table of Contents |
致謝---------------------------------------------------------------------------------------------------i 摘要--------------------------------------------------------------------------------------------------ii Abstract---------------------------------------------------------------------------------------------iii 目錄-------------------------------------------------------------------------------------------------iv 圖次-------------------------------------------------------------------------------------------------vi 表次-----------------------------------------------------------------------------------------------viii 第一章 序論--------------------------------------------------------------------------------------1 第一節 研究背景--------------------------------------------------------------------------1 第二節 研究動機--------------------------------------------------------------------------8 第三節 研究目的--------------------------------------------------------------------------9 第二章 文獻探討-------------------------------------------------------------------------------10 第一節 五力分析-------------------------------------------------------------------------10 第二節 SWOT分析----------------------------------------------------------------------18 第三節 價值網分析----------------------------------------------------------------------20 第四節 收益管理-------------------------------------------------------------------------22 第三章 研究方法與流程----------------------------------------------------------------------36 第一節 研究方法-------------------------------------------------------------------------36 第二節 研究流程-------------------------------------------------------------------------36 第四章 研究分析與討論----------------------------------------------------------------------41 第一節 個案旅社簡介-------------------------------------------------------------------41 第二節 中小型旅社業大環境分析----------------------------------------------------42 第三節 中小型旅社業消費者行為分析----------------------------------------------45 第四節 中小型旅社業五力分析-------------------------------------------------------53 第五節 L旅社價值網分析--------------------------------------------------------------62 第六節 SWOT分析----------------------------------------------------------------------71 第七節 數據分析-------------------------------------------------------------------------74 第八節 策略建議-------------------------------------------------------------------------97 第五章 研究結論與貢獻--------------------------------------------------------------------104 第一節 研究結論-----------------------------------------------------------------------104 第二節 研究貢獻-----------------------------------------------------------------------105 第三節 研究限制-----------------------------------------------------------------------106 第四節 未來研究方向-----------------------------------------------------------------107 文獻參考-----------------------------------------------------------------------------------------109 |
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