A stydy of Issue Gift Certificate in Hotel Industry

• Main Authors: Chia-Jung Lu, 林佳蓉
• Other Authors: Tzy-Yih Hsiao
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/64974701482565734809

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === Abstract In July 2007, “Coupons for standard contract merchandise (service)” was effective targeting the regulations for the distributors in “Contract pledge” and “No registration for usage statement upon the presence of certificate”. Therefore the hotel and lodging proprietors should take into consideration of product packaging and marketing strategy during distribution, and must accept the regulations for merchandise of standard contract within “consumer protection law” so as to protect the rights and privileges for consumers. Any contracts with advocates against the consumer rights and privileges are void. Consequently, the constructs for different positions and evaluations for relations like, how to comply the specifications for protecting the consumer rights and privileges within the “consumer protection law” during distribution, in addition to meeting the demands for benefits to be achieved within the governing authority prescribed and effective for administration and procedures, etc, are well worth to be researched and explored. Through document exploration in addition to in-depth understanding of the actual execution for the distribution decision-making process, this research deducted the relation variables as result. From this, it developed AHP structure to evaluate the importance for “Distribution of coupons for standard contract merchandise (service) by hotel and lodging industry”. And three profiles like the consumer purchase incentives, distributor’s merchandise marketing and risk management by the governing authority were proposed so as to locate the impacting factors. In addition, this research proposes evaluation principles and guidelines for product usage practicality, range of discount, name brand recognition, marketing promotion methods, limits and constraints for merchandise usage, gateways and routes for marketing and sales, operation streamlining, guarantee for contract pledge, quantity control for distribution and protective mechanism against piracy or illegal product. Through actual survey and query conducted with additional computation through various weighting factors provided by the experts, consistency ratio analysis was conducted as result. From the above, the following are the summaries: 1. Name brand merchandise with coupons for standard contract merchandise (service) with guaranteed contract pledge has become the mainstream consumer consensus. 2. Sales and marketing evaluations should fall back to protection for consumer rights and privileges. 3. Guaranteed contract pledge can facilitate the mutual trust mechanism between the consumers and product distributors. Research findings can be of assistance for future reference in distributing the coupons for standard contract merchandise (service), and it can also be useful as reference for prescribing relevant consumer protection laws and regulations.