A Case Study of Development and Operation of Design Hotel – The Process of Niche Marketing

• Main Authors: HSU,YING-HSIU, 許瑩秀
• Other Authors: LIN,SHANG-PING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/26654523590286748983

碩士 === 國立雲林科技大學 === 企業管理系 === 104 === When businesses decide to enter the market, they will consider their enter strategy no matter they are first mover or late comer. Actually the hotel industry has been developing in Taiwan for many years, and it is a competing market. However, different from the traditional concept, cultural and creative hotels has gradually been the main stream. When businesses determine to enter to the existing market, they must evaluate their strategy and whether they will be successful or not. This study took cultural and creative hotel chains in Taiwan as the study’s object and discuss their enter strategy. Through the single case analysis, the past developing condition of Taiwan hotels and the secondary data from the study’s object, this study found that: 1.Although the case business is the late comer, it achieves market segmentation by experiential designs, cultural integration with the local, retaining the existing services, and innovation. 2.Base on the organizational ecology, niche market and disruptive innovation of the case business. Under the condition of mature hotel industry, the case company created another main-stream market.