| Summary: | 碩士 === 亞洲大學 === 國際企業學系 === 102 === Development of Taichung boutique motel of the heat since 2004, under development for nearly a decade by the independent industry has gradually transformed into a group run industry chain business model development, independent-run industry how to deal with a change in the status of the industry continue operating as motivation of this study. This study focuses on the structure changes in the external environment, explore the development and competitiveness of the internal environment overview of the industry, through the SWOT analysis as well as qualitative research, to find suitable business strategy independently-run motel industry can develop, the market segmentation through STP after positioning and targeted market, give advice overall marketing strategy. The study period independent motel owner should take advantage of market positioning, strategic planning and strengthening value-added products to make up for lack of equipment, do not focus on the business strategy of lowering prices, the core values of the hotel should be developed, meets consumer expectations and enhance the overall quality of service and thus continue to remain competitive is the long-run approach.
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