膠囊旅館的藍海策略：以日月潭 O旅館為例的市場競爭與價值主張重塑

Abstract

本研究旨在探討臺灣膠囊旅館產業的商業模式與市場競爭環境，聚焦以 O旅館為個案，分析其市場定位、顧客需求及經營挑戰，並提出創新商業模式與品牌優化策略。膠囊旅館作為新型態住宿形式，結合高效空間利用、合理價格與共享空間優勢，已成為年輕化、自助型旅客及背包客的重要選擇。面對日月潭等熱門景區的激烈競爭與多樣化的旅客需求，膠囊旅館業者如何持續創造差異化價值，成為本研究關注的核心議題。 本研究運用多元理論工具與方法，包括波特五力分析、SWOT 分析、策略群組及藍海策略行動架構，並輔以深度訪談及顧客評論資料，系統建構市場環境、顧客旅程與痛點需求的完整圖像。研究結果顯示：第一，儘管多數顧客對平價旅宿的衛生標準預期不高，住宿空間的乾淨度與私密性仍被視為關鍵價值，若業者能有效傳遞其衛生優勢，將有望顯著提升入住率，並增強品牌信賴感與口碑；第二，日月潭旅遊以主題活動與戶外挑戰為主，旅客對住宿彈性具有高度敏感性，突顯旅宿差異化服務之必要性；第三，特殊活動期間入住的旅客多來自同好社群的口碑推薦，該顧客群對可促進同好社交互動的旅宿表現出高度肯定，若業者能針對此利基市場設計專屬的社交平臺與互動機制，則有望進一步強化品牌差異化與市場競爭力。 在此基礎上，研究進一步提出以「價格合理、社交互動、隱私安全」為核心的價值主張重塑策略，建議O旅館加強房務維護與隱私營造，並開發夜間音樂活動、跑者加油站與泳渡勇士日等主題活動，以滿足戶外活動族群的社交需求，並深化社群黏著度與口碑擴散。同時，透過跨產業異業合作，結合當地文化體驗與青年活力品牌形象，塑造具差異化且可持續發展的藍海競爭力。此外，導入多語系自助入住設備與數位化服務指引，回應外籍自由行旅客需求，並提升營運效率。 整體而言，本研究確認 O旅館具備價格優勢與社交互動兼顧的平價旅宿定位，並在膠囊旅館市場中開拓出以社群連結與文化互動為基礎的藍海策略藍圖。研究亦指出，面對顧客需求與外部市場變化，O旅館需持續優化痛點解決、強化品牌個性，並深化異業合作，方能在日益競爭的自由行旅宿市場中維持競爭優勢與長期韌性。未來研究可進一步擴大跨樣本調查與多維度財務永續探討，以彌補單一個案研究的侷限，並為平價旅宿市場的經營策略與顧客體驗升級提供更多實務洞見。

This study aims to explore the business model and competitive landscape of the capsule hotel industry in Taiwan, with a focus on the Hotel O as a case study. It examines the hotel’s market positioning, customer needs, and operational challenges, while proposing innovative business models and strategies for brand enhancement. Capsule hotels, as a new type of accommodation, combine efficient space utilization, reasonable pricing, and communal spaces, making them an attractive choice for young, independent travelers and backpackers. Given the intense competition and diverse tourist demands in popular destinations like Sun Moon Lake, how capsule hotel operators can continuously create differentiated value has become a core focus of this research. This study employs multiple analytical tools and methods, including Porter’s Five Forces analysis, SWOT analysis, strategic group mapping, and the Blue Ocean Strategy framework. It also integrates in-depth interviews and customer review data to comprehensively map the market environment, customer journeys, and pain points. The findings indicate that, first, while customers generally have low expectations for hygiene standards in budget accommodations, cleanliness and privacy remain crucial values. Effective communication of these strengths can significantly increase occupancy rates and strengthen brand trust and reputation. Second, tourism in Sun Moon Lake centers around themed events and outdoor challenges, with travelers demonstrating high sensitivity to accommodation flexibility, underscoring the need for differentiated service offerings. Third, travelers who stay during special events are often drawn by word-of-mouth recommendations from niche communities and place high value on accommodations that foster social interactions among like-minded individuals. Targeting this niche market through dedicated social platforms and interactive features can further enhance brand differentiation and market competitiveness. Based on these insights, this study proposes a value proposition restructuring strategy centered on “reasonable pricing, social interaction, and privacy.” It recommends that the hotel enhance housekeeping services and privacy measures while creating themed events such as nighttime music gatherings, runner support stations, and swimming challenge days to meet the social needs of outdoor activity groups and deepen community engagement and word-of-mouth marketing. Additionally, cross-industry collaborations that integrate local cultural experiences with a youthful brand image are suggested to build a sustainable competitive advantage. The implementation of multilingual self-service check-in kiosks and digital service guides can further cater to the needs of international independent travelers and improve operational efficiency. In conclusion, this study confirms that Hotel O possesses a unique advantage in the budget accommodation market, combining competitive pricing with opportunities for social connection, and has pioneered a Blue Ocean Strategy grounded in community linkage and cultural interaction. It also emphasizes that to sustain a competitive edge and long-term resilience in the increasingly competitive independent travel market, the hotel must continuously refine its solutions to customer pain points, enhance brand identity, and deepen cross-industry collaborations. Future research could expand to cross-sample surveys and multidimensional financial sustainability assessments to address the limitations of this single case study and provide further practical insights for business strategies and customer experience enhancements in the budget accommodation sector.