中國經濟型旅館產業分析研究－以Super 8 和如家快捷為例

Abstract

本研究針對經濟型旅館產業進行分析，藉由產業生命週期理論劃分討論產業階段並比較歐美國家和中國經濟型旅館產業發展進程，期望透過發現不同國家在產業發展過程上的相似和相異點，給予相關借鏡和思考反省，衍生出相關管理意涵以供後續產業發展建議。 透過資料整理分析和策略理論架構的討論歐美及中國經濟型旅館產業發展過程，並著重於討論中國市場；針對中國經濟型旅館產業進行個案分析，選擇Super8 和如家快捷酒店兩間企業，歸納整理其關鍵成功因素和資源能力，歸結成兩點：「市場發展模式」以及「產品定位」；最後，給予產業四點未來發展相關建議：「導入新科技應用」、「提倡直營店」、「實施品牌行銷策略」，以及「開創新市場」。 由於中國大陸經濟型酒店發展快速，缺乏相對應的行業標準與規範，本研究希望藉由經濟型旅館產業之研究探討，提出相關研究建議，作為業者與後續研究者之參考。

This study analyzed the economy hotel industry by dividing the industry into different industry life cycle stages; besides, comparing the economy hotel industry of European and American countries with China in the development process.Through the discovery of different similarities and dissimilarities in the industrial development process, the research aims to giving introspections and reflections to further management implications. The study focuses on the discussion of China marketthrough data analysis and usage of strategy theoretical framework. Also, conducting case studies of Chinese economy hotel industry, which selects Super 8 and Home Inn, to collate and analyze the key success factors and resource capabilities of the two companies, by which turns out into two points: 'Market Development Path' and 'Product Positioning'; Finally, giving four future industry development recommendations, which are 'Introduction of New Technology Applications,' 'Advocate Direct Selling Stores', 'Implementation of Brand Marketing Strategy 'and' Open-up New Markets. ' Due to the fast development of China's economy hotel industry, there is a lack of corresponding industry standards, the research hopesmake recommendations to the economy hotel industry through case studies and related research as a reference for operators and future researchers.