國際觀光旅館經營策略之研究 - 以晶華國際酒店集團為例

Abstract

隨著國民經濟發展，各國對休閒生活和觀光品質的需求大幅提升，觀光產業已成為二十一世紀國家經濟發展的重要指標。在觀光事業中「國際觀光旅館」是其中最關鍵性的一環，能夠提供旅客住宿、餐飲、娛樂、購物、會議等多項服務，然而台灣國際觀光旅館除受到整體經營環境影響之外，在未來更嚴峻的環境下，產業間之競爭將更形激烈，使得台灣國際觀光旅館能否持續成長，變成是經營的挑戰，也是有趣的研究議題。 有鑒於此，本研究以晶華國際酒店為研究主題，探討台灣國際觀光旅館業，面臨全球經濟的起伏及政府開放陸客來台政策所帶來的商機，國際觀光旅館在企業發展策略、品牌策略、行銷策略、人力資源策略及財務策略等要項的經營管理為何? 本研究從大環境的產業分析，再針對個案公司晶華國際酒店的成長軌跡及經營策略進行深入個案研究，從而歸納其影響國際觀光旅館之經營績效要素。 本研究發現台灣國際觀光旅館業的市場集中度過低，符合Porter (1985)產業競爭理論中的零散型產業，同業間競爭激烈，業者應該運用自身的資源與能力，以核心競爭力為基礎尋求成長，並輔以品牌滲透率，利用科技創新行銷，方能維持高成長、高報酬。最後採取多角化、多品牌及異業結盟，才是能夠維持高獲利與高報酬的成長動能，而使其得以快速擴展事業版圖。據此，本研究提出對研究個案及台灣觀光旅館業成長實務及後續研究之建議。

With the economic development, many countries agreesively promote the quality of the leisure life and sightseeing. The tourism industry already becomes an important index of national economic development in the twenty-first century and International Touristic Hotels is a critical element in promoting high quality of leisure life by providing lodging, dining, entertainment, shopping, conferences and many other services. However, despite the impact on national economy, the International Touristic Hotels in Taiwan encounter a sterner environment and more intense competition in the future.Continuous growth of this industry remains a challenge and becomes an interesting research subject. Taking this into consideration, this research uses Formosa International Hotels Corporation as a case study in the purpose to find key success factors in Taiwan International Touristic Hotel industry. Benefited from the deregulation of the travel restrictions imposed between Taiwan strait, the industry has to deal with global economic fluctuations, formulate their development, brand, marketing, human resources and financial strategies in order to grasp this opportunity, This research starts from an industrial analysis and then focuses on the growth path and the management strategy of the case thus derives the critical factors of operating international touristic hotels. This research discovered that the concentration of Taiwan International Touristic Hotels industry is low as a fragmented industries defined by Porter in 1985. Consequently, competition is intense and therefore the hotel needs to better utilize and leverage their own resources to seek for the growth opportunities based on their core competencies, brand penetration and innovative marketing strategy. Finally, we also find that diversification, multi-branding and strategic alliance from different fields would support a fast expansion strategy. With all these observations, this thesis provides suggestions for Formosa International Hotels Corporation’s future growth strategy and recommendations for further research in this area.