The Study on the Marketing Strategy of Homestay Accommodation --Taking HengChuen Peninsula As An Example

• Main Authors: Yao-Ying Chu, 姚映竹
• Other Authors: None
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/u97v33

碩士 === 逢甲大學 === 電子商務碩士在職專班 === 100 === New B & B type of innovation, many B & B business from the B & B regulations on the definition of B & B B & B entered a new era of diversification and specialization. Outstanding B & B gradually formed the new wave, new wave of B & B features a "creative, leisure, taste, and they understand the spiritual needs of modern tourism: a relaxed, comfortable, aesthetic, to create a creative B & B features, attack the spending power of middle and senior tourism market . In this study, the operator''s point of view, designed to explore how to run a B & B, the face of these multiple choice of the customer, understanding the customer''s residential decision-making factor behind, and to meet the real needs of the customer, enhancing product brings to customers added value, improve customer reflux rate and word of mouth, to increase the profits of the guesthouse owners to become a major issue in the business. Study interview methods to explore the B & B prices, market analysis, interactive, 4P,7S of the causal relationship and the relationship between intensity and guesthouse owners operating strategy reference, in order to create a competitive advantage, the conclusions are as follows: 1. An effort to develop targeted customer travel patterns of the villa type and the monuments of Street Parade. 2. Provide accommodation while the added value B & B, and its products mainly to stay, travel, supplemented. 3. Through a comprehensive price-cutting strategy to increase the number of visitors and generate economies of scale, and with the promotional activities and festivals to increase the rate of housing. 4. Through direct marketing of the travel site, introduced sales of products, more cost savings. 5. Booking discounts to old customers, the student group booking flexibility reduction, local specialties presented to introduce the reward of those who formulate the marketing plan, target market, consumer groups.