台湾国际观光饭店网路行销关键影响因素之分析  

Analysis of key influence factors for evaluating the internet marketing of international tourist hotel in Taiwan

作　　者：徐承毅[1] 曾国雄[2] 谢仲瑜[2,3] 

机构地区：[1]开南大学国际企业研究所,桃园33857 [2]开南大学企业与创业管理研究所,桃园33857 [3]台湾越一科技有限公司,桃园33857

出　　处：《中国经济评论（1536-9056）》2009年第10期27-42,共16页Zhongguo Jingji Pinglu

摘　　要：“我们相信，信息革命与网路空间将会实质性地改变行销的环境，并且在传统价值的过程中，令各厂商的财富重新洗牌”。饭店与台湾观光及商务行为一直都是密不可分的，而在21世纪信息爆炸的时期，饭店应如何顺应网路市场的需求，从中获取潜在顾客，正是现今企业重要的议题；正因为因特网蓬勃发展，网路市场不断成长，产生了许多商业机会与利润，这也是为何现今网路行销成为企业研究重要的课题之一。本研究将以McCarthy以及Philip Kotler所提出的行销组合作为分析架构，并利用网路程序分析法ANP（Analytic Network Process）理论以及专家问卷，分别针对饭店业者、专家学者以及官方代表进行分析，探讨饭店业者经由网路将通过何种因素影响其选择性，并分析其因素比重优先级。经由ANP研究方法不但可清楚地知道其因素权重值，更可作为未来规划饭店网路行销策略时的依据。本研究发现在饭店业者、专家学者与官方代表所注重之因素是有差异的，而在综合三个领域的样本中，构面排序几乎为同等重要、在因素排序相对重要程度中前五名为公共关系——企业形象、人员——专业性、产品——理性型产品、促销——折扣或折让、促销——网路广告。Kotler： ＂We believe that information revolution and internet space will essentiality change the environment of marketing and they will make the manufacture＇s fortune reshuffle in the traditional value process＂. Hotel and Taiwan tourism, commercial behaviors are inseparable. However, in the 21st information explosion period, how to orientate the requirement of internet market to acquire potential customers is the most important issue in enterprise nowadays. Because of internet developed vibrant, internet market grows up continuously, and it produces many business opportunity and profit. That is why internet marketing becomes one of important issues in the enterprise studies. The study is used the marketing mix as analysis framework by McCarthy and Philip Kotler, besides, used ANP （Analytic Network Process） and expert questionnaires. This aimed at hotel industries, experts and official behalf to process analysis dividedly, and to probe hotel industries through the internet what factors will affect the selectivity, furthermore, analysis the factors and ranking the factors. Via ANP methodology not only can understand its factors＇ weight value clearly but also could be a basis of formulation hotel internet marketing strategy in the future. This study found the factors that hotel industries, experts and official behalf emphasized are discrepancy, and the construct ranking almost the same important in three fields in the sampling, in the factors ranking that the fifth important are public relationship-enterprise image, people-professional, product-rationality product, promotion-discount and rebate, promotion-internet advertisement.

关 键 词：网路行销 网路程序分析法 饭店业 行销组合 

分 类 号：F274[经济管理—企业管理] F719[经济管理—国民经济]