頁籤選單縮合
題名 | 民宿經營者行銷決策型態之分析=A Study on the Home Stay Manager's Decision-Making Style of Marketing |
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作者 | 謝佳珍; 劉羽珊; 林豐瑞; Hsieh, Chia-jen; Lin, Yu-shan; Lin, Feng-jui; |
期刊 | 農業經營管理 |
出版日期 | 20041200 |
卷期 | 10 民93.12 |
頁次 | 頁90-120 |
分類號 | 992.61 |
語文 | chi |
關鍵詞 | 民宿; 行銷決策; Home stay; Marketing decision; |
中文摘要 | 過去企業界常運用產品特色、進入障礙、品牌形象以及市場區隔等方法,來建立競爭優勢,這些方法有些至今仍很重要,有些則已如昨日黃花。各民宿經營者如何利用民宿本身的特色,擬定適切的經營策略及獨特的體驗活動,以在競爭激烈的民宿市場中佔其競爭優勢,最主要的關鍵就是周延的行銷決策。本研究主要目的在運用集群分析方法,區別民宿經營者可能之行銷決策型態,實證結果可分為策略性決策型態群、市價決策型態群以及促銷決策型態群三種群別,並透過卡方及變異分析檢定此三群別之人口統計變數、決策準則及影響因素、決策藝術與心理素質等項,最後透過正典相關分析找尋初關鍵影響到決策準則、決策影響因素及決策藝術與心理素質之間,與行銷決策類型屬性間的典型相關因子;再針對上述結果,本研究提出其管理意涵,期供民宿經營者及政府部門在作行銷決策及有關推廣輔導政策或措施之參考。 |
英文摘要 | In the past, the enterprise often using the methods, like product characteristics, entry barriers, the brand image, and the market segment to establish the competitive advantage. Some of until these methods now are still very important, some are not. How do operators of stay home on farm use the characteristic of itself planning the appropriate management strategy and experience activity. To occupy competitive advantage in the intense leisure market, the most main key is perfect marketing decision. The enterprises used to apply the physical character, science and technology character, name identification, position in domination, barriers to entry, brand image and market segmentation etc. to build up the advantages of competition or price monopoly. Today some of these methods are still playing an important role, but some just don't work out any more. In fact, the operation of tourist home must take account of its own physical character, the advantageous position that already prevailed, the superior brand image, precise market segmentation and successful product positioning. The stay home on farm shall gain the competitive edge if they’re equipped with all the above-mentioned niches. We use cluster analysis on our research as main goal than distinguish the possible strategy types of marketing that the operators of home stay can exercise. The result of demonstration reveals that there are there clusters: strategically decision-making, market price decision-making and promotional decision-making. We also use Chi-square test and Analysis of variance to verify the population statistics variable, decision-making standard, influential factors, decision-making art and psychologic quality etc.. This research is meant to raise the managerial meaning of the above-mentioned study in hope of that the operators of home stay and the relative departments of Government or Associations can take a reference while making marketing operation and promotional counsels. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。