臺灣五星級國際連鎖飯店策略群組研究—結構關係與動態發展觀

A Research on Strategic Group of Five Star International Hotel Chain in Taiwan—Structural Relationship and Dynamic Development Perspectives

10.6840/cycu201600909

劉佳育

五星級國際連鎖飯店 ； 策略群組 ； Co-plot ； Five-Star International Chain Hotels ； Strategic Groups ； Co-plot

中原大學企業管理學系學位論文

2016年

碩士

嚴奇峰

繁體中文

近期，隨著台灣政府政策開放，觀光產業發展隨之蓬勃，作為觀光產業背後最重要的梁柱為飯店產業。而觀光旅客每年來台數量與國人旅遊次數均大幅提高的背後，說明對觀光飯店市場需求性的增加。台灣觀光飯店的發展過程中，自2010年後許多五星級國際連鎖品牌光飯店進駐台灣，導致台灣開始逐漸成為國際連鎖飯店爭先搶奪的重要市場。然而旅客對於住宿的需求性大增之下，對於飯店選擇的要求也將隨之提升，此時國際連鎖品牌五星級飯店具有強烈的優勢。因此如何將策略規劃制訂完善，需更加注重釐清目前該飯店在市場的定位，以及釐清競爭對手所處的位置，為管理者在執行策略的當前課題。 本研究以策略群組的架構，以及透過五星級國際連鎖飯店產業的績效指標作為分群構面，所選取之構面除先前文獻研究外，亦即說明此產業特色。將交通部觀光局所提供各五星級國際連鎖飯店之原始數據自2011年到2015年，透過Co-plot統計分析所得分群結果。依據結果顯示可知策略群組分群結構特徵與群組成員間移動狀態，本研究將探討台灣五星級國際連鎖飯店業之策略群組動態研究。 本研究結果顯示，根據Co-plot分析將台灣五星級國際連鎖飯店為期五年績效表現所得平面圖，可劃分4個策略群組。每個群組透過相關係數矩陣得知群組特徵，且群組內成員隨競爭環境變化策略有明顯的變化軌跡，透過此可知該飯店之動態趨勢。因此，各飯店管理者唯有透過市場定位，藉此釐清該飯店所在的競爭層面為何，才能提升飯店整體競爭核心能力，以提升旅客的回顧率以及不斷出現新客源，讓飯店的能耐隨時保持優勢。

Recently, the development of tourism industry has become more and more vigorous with the open-up policy of Taiwan government. Hotel industry has become the most important pillar of tourism industry. Behind the fact of significant increase of leisure travelers coming to Taiwan every year and the average number of trips taken by our people, it indicates the increased market demand of tourist hotels. In the Taiwan’s tourist hotel development process , a number of five-star international chained-brand hotels have stationed in Taiwan since 2010, leading Taiwan to turning into an important market where the international hotel chains complete with each other for. However, under the extraordinary increase in demand for accommodation, requirements for quality will also be raised. At this very moment, an international five-star chained-brand hotel has a strong advantage. Therefore, establishing a comprehensive strategic plan, clarifying current position of the hotel in the market, and figuring out the location of competitors have become the current issues for managers to execute the strategy. This study adopts the strategic groups framework and performance indicators through five-star international chain hotel industry as the grouped facets, in addition to the previous literature study, the selected facets are the descriptions of this industry’s characteristics. Obtaining the clustering results through Co-plot by statistically analyzing the original data of five-star international chain hotels between 2011 and 2015 provided by the Tourism Bureau, MOTC, the results show the grouping structural characteristics of strategic groups and moving state of group members. This study will explore strategic group dynamics of Taiwan's five-star international chain hotel industry. The results of this study show the dynamic trend of such hotel which can be seen by dividing the five-year performance plan of five-star international chain hotels in Taiwan into four strategic groups according to Co-plot analysis. Each group learns the group characteristics by means of the correlation coefficient matrix, and the inner member of the group has obvious change trajectory with the changes in the competitive environment. Therefore, only through market positioning, thereby clarifying the competition level of the place where the hotel located, the hotel manager could enhance the overall competitive core capabilities to increase the customer retention rate and have new customers, and to hold on to a dominant position.

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