| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 103 === This paper is a case study on the strategies, designs, and financial plans of J Hotel from founding to operation. Taiwan’s tourism trends and Taichung’s characteristics are taken into consideration before the conduction of this study. Strategies in this study include the positioning of the hotel as a boutique hotel, an analysis on competitiveness with its opponents, and both its internal and external marketing strategies. Designs consist of the hotel’s design style after it considering the target guests, and its floor plan and room design. As for financial plans, they include an estimation on revenue and cost of J Hotel’s 10-year running, and by that estimation, the net present value (NPV) of the hotel and its payback period can then be reckoned. Hoping this paper can provide more complete perspective and method to help people in the hotel industry evaluate and gain higher profit when setting up a new hotel.
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