An Economic Analysis of the Marketing Segmentation and Marketing Positioning Strategy in Taiwan Tourist Hotel Industry

• Main Authors: Tzu-Yuan Chung, 鍾子淵
• Other Authors: CHIH-NING CHU
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/95545093164848220675

碩士 === 中原大學 === 企業管理研究所 === 103 === An Economic Analysis of the Marketing Segmentation and Marketing Positioning Strategy in Taiwan Tourist Hotel Industry Abstract One of the parties to the transaction who has information more than the another one, it will produce the information asymmetry, and accompanied that consumers can’t recognize the quality of products, and the market will start to flooded with low-quality products. That is commonly known as the adverse selection or lemon market. This study began in a case study by professor Chig-Ning Chu in 2011, the APEX who’s a curtain parts maker, also facing information asymmetry, and adverse selection in the market. Traditional ways to solve the information asymmetry by economists, named “Signal”. But APEX also found that they can’t let consumers understand their own products by using signaling. At this time APEX found that sales volume increase through the bundling strategy. The professor Chih-Ning Chu pointed out that such a result is due to the decline in the relative price. Concept of relative prices is by Alchian-Allen theorem, also called the third law of demand. The data used in this study as a secondary data, published by the Tourism Bureau. Range from November 2009 to October 2011. A total of 24 monthly data. The empirical research found that the hotel industry had the same phenomenon with the third law of demand. The relative price of high-end products and low-end products is widening in market equilibrium when bundled on the same freight. This result proved that the bundling strategy occurred in the hotel industry nowadays. The hotel needs through the right bundling strategy to do the right positioning in this changing market. In this study, we also found that the services items like swimming pool, sauna, spa, will rise the bundled relative price. Keywords: Information asymmetric, Adverse selection, Singling, Bundling strategy