The Study on Business Strategy and Revenue Management of Taiwanese Small and Medium Hotels: A Case Study of L Hotel

• Main Authors: Ching-Hung Liao, 廖景宏
• Other Authors: Chi-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3xkn9d

碩士 === 國立中山大學 === 企業管理學系研究所 === 106 === There is lots of small and medium hotels in Taiwan. As the Taiwanese environment changed, how these events influence the industrial environment of small and medium hotels and how they are going to react is worth exploration. However, past studies about hotel emphasize more on the perspectives of hotel chains. Tthe studies in small and medium hotels merely exist. In this study, we will use two perspectives to analyze the conditions small and medium hotels have encountered. In the first part, we will use analysis tools such as five forces analysis, consumer behavior analysis, value net and SWOT analysis to outline the small and medium hotels’ industrial environment and point out the crisis they have met. On the other hands, we will use L hotel’s booking data with revenue management techniques to deal with the issue of capacity channel allocation mentioned by the outcomes of previous analysis. Moreover, this study adjusts the EMSRb model to match the small and medium hotels’ industrial conditions to allow our quantity-based revenue management to be more suitable for small and medium hotels. Finally, we will give L hotel and small and medium hotels in Taiwan some operational and managerial strategies which is consist of short-term and long-term strategies according to the previous analysis. This study will make up for the deficiency of small and medium hotels related studies and make a guidance for small and medium hotels to analyze their booking data and conduct revenue management.