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    Title: 產品重新定位是產業再生的有效策略 : 以臺灣汽車旅館業為例證
    Other Titles: Repositioning of product or service is an effective strategy for the rebirth of an indrstry : evidence from the motel industry in Taiwan
    Authors: 陳珀儀;Chen, Amber
    Contributors: 淡江大學管理科學研究所企業經營碩士在職專班
    蔡進丁;Tsai, Ching-ting
    Keywords: 產品重新定位;產業再生;策略方式;定位時機點;汽車旅館;Product reposition;Industry rebirth;Strategic Management;a point of time for repositioning;motel industry
    Date: 2009
    Issue Date: 2010-01-11 03:50:26 (UTC+8)
    Abstract: 本研究首先以全球20種產業為標的,找出下列假說:「產品重新定位是產業再生的有效策略」。再以汽車旅館業為例證,深入探討此假說成立之可能性。
    本研究透過次級資料分析、問卷調查與深度訪談方式,來探討下列三個問題:一、台灣汽車旅館產業結構與特性。二、台灣汽車旅館業產品如何定位的策略。三、台灣汽車旅館業重新定位之時機點。
    研究結果發現:汽車旅館產業的主要特性有下列五點:
    一、汽車旅館產業的主要特性有下列五點: (一)是旅館、休閒、娛樂、觀光等產業的綜合複合體;(二)是人文、藝術與科技的結合體;(三)當前台灣社會青年男女約會的主場所之一;(四)產品生命週期短;(五)國際化程度不高。
    二、產業結構則具下列七點特質: (一)廠商數量很多,屬於壟斷性競爭市場結構;(二)進出障礙不低,投入資金大,回收不易; (三)競爭者眾多,也不乏替代品;(四)低價與差異性行銷是廠商的競爭優勢策略;(五)客戶的管理與經營不易;(六)供給彈性小、無法外包;(七)產業的供應商籌碼較大,對汽車旅館業的忠誠度與依賴性不高。
    三、關於產品重新定位策略,則以「產品/服務功能的改變或增加」、「增加產品/服務的應用範圍」、「目標客戶群的改變」等三項最被產業採用。
    四、另一方面,產品定位時機點,則以「產品生命週期的調整」、「社會結構的變遷」、「客戶需求的改變」、「公司經營的轉型」出現的機率最多,也是企業產品重新定位的最佳時機點。
    Through secondary analysis, questionaire and in-depth interview, this research explores 3 questions about motel industry, they are:
    1. The industrial structure and characteristics of motel industry in Taiwan;
    2. How the reposition strategy of motel products/services;
    3. The point of time of respositioning in Taiwan’s motel firms.
    This research finds the hypothesis with the historial pespective of 20 global industries development. The hypothesis is: The reposition of products is an effective strategy of industry rebirth. This study with motel industry in Taiwan as an evidence to support the possibility of hypothesis acceptance.The research results are as following:
    1. Industrial characteristics
    A motel in Taiwan is: a) a complex of hotel services, leisure, entertainment and sightseeing; b) a combination of humanity, art and modern technology; c) a major place for young couples to date at; d) having a short product life cycle; e) low internationalization.
    2. Industrial structure
    a) Quantities firms, forming a monopolistic competition market. b) Relatively high entry barrier, with large capital but slow retrieve. c) Rapid substitution. d) Low price and differentiated marketing are the competitive advancetage of strategies. e) Difficulty of CRM. f) Low supply elasticity&outsourcing. g) Suppliers oriented, contributes to a low loyalty and low dependence toward motels.
    As to the strategic reposition of motel products/services, “Adjustment of products/services functions”, “Enhance products/services application”, “Change target custmors” are preferred.
    Meanwhile, in the questionnaire of time stage of relocating products/services, “Revise of product life cycle”, “Transition of social structure”, “When custmors change their needs” are the top 3 pratical opinions, indicates the best time stages that motel holders relocate their products/services.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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