The Relationship of Business Strategy, Marketing Strategy and Organization Performance—Fit viewpoint

• Main Authors: Ching-Yao Ho, 何靖瑤
• Other Authors: Chun-Jen Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/13348321920073436731

碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 97 === This study attempts to discuss managers in Taiwan’s hotel industry who face a so competitive industrial environment should adopt what kind of business strategy and marketing strategy to obtain good organization performance. The result is : (1)In Taiwan’s small- scale hotel industry, fitting business strategy and marketing strategy brings better market performance but no significant effect in financial performance and operation performance. (2)In large-scale hotel industry, there is no significant difference. Moreover, though there is no significantly difference in statistics, we also discover that in small-scale hotel industry should adopt prospector business strategy and follower marketing strategy can obtain better organization performance. In the other hand, mangers of large-scale hotel industry should adopt defender business strategy and pioneer marketing strategy can obtain better organization performance.