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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33486

    Title: 兩岸都市旅館之外部環境對市場導向策略影響之比較 : 以臺北和上海為例
    Other Titles: How external environments affect urban hotels' strategy forming on market-orientation in Taipei and Shanghai.
    Authors: 彭建暾;Peng, Chien-tun
    Contributors: 淡江大學企業管理學系碩士班
    劉燦樑;Liu, Tsann-liang
    Keywords: 都市旅館;外部環境;市場導向;典型相關;複迴歸分析;city hotel;External Environment;market-orientation;canonical correlation analysis;multiple regression analysis
    Date: 2009
    Issue Date: 2010-01-11 04:11:44 (UTC+8)
    Abstract: 中國大陸自從改革開放以來,沿海地區發展經濟貿易、大量輸出中國產品以賺取外匯的同時,觀光業也成為地大物博之中國的重點產業之一。





    Since the economic reform of China, Chinese government developed commerce in coastal city, earned foreign exchange by export huge amount of Chinese product. At the same time, tourism industry also becomes an important point in China’s development plan.
    Hotels provide a place for tourist to stay, that means hotel industry plays an important role and is the basic industry in tourism industry.
    When hotel owners considerate how to run their hotel, how and how much the external environments affect them on decision making? Would it be different in two cities which have similar characteristic? We take Taipei and Shanghai for example-both of them are economic center in Taiwan and China-and try to use Canonical Correlation analysis and Path analysis to find out how external environments affect the decision making on using market-orientation strategy, also we discuss which one of the external environments is more important than the others.
    Through Canonical Correlation analysis we see that external environments affect not much on hotel owners’ decision making of using market-orientation strategy. Even so, it is important in both cities that whether politics encourage the development of hotel industry or not.
    And Path analysis tells us the resource advantage of other competitors has significant effect on pushing hotel owners to use market-orientation strategy. At the same time, the rising consumption level has little effect contrarily.
    According to the result, city hotels in Taipei and Shanghai are not so different. The affection of external environments on implementing market-orientation strategy doesn’t change a lot between two cities, which means city hotels in two similar areas almost run the same business model.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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