Study on the Marketing Strategy of B&B Owners for Operation and Management : Taking the B&B in Nantou Ching Jing using Online Group Purchase Platform for Example

• Main Authors: SU,HSIAO-FEN, 蘇小芬
• Other Authors: CHEN,CHI-JEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/f5g88y

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 106 === Abstract This study explores the impact of online group purchase industry on the management and marketing strategies of the B&B in Ching Jing area. In-depth interviews were used to collect relevant information and analyze it. This study interviewed 2 B&Bs using the online group purchase platform, another 2 B&Bs that did not use, and 1 online group purchase platform company. There are three purposes of this study. 1. To explore the reasons why B&B owners use or not to use online group purchase platforms. 2. To compare the impact of using and not using online group purchase platform on the operation of the B&B. 3. To analyze the impact of online group purchase platform on the marketing of the B&B. The results of the study may provide reference guidelines for cooperation between B&B operators and online group purchase platform in Ching Jing area. The results show that the business policy, cost considerations of B&B operators and their knowledge of online group purchase platforms are the main factors affecting the B&B owners' use of online group purchase platform marketing. In the marketing model of the online group purchase platform, the business philosophy and attitude of the B&B operators influence the revenue and reputation of the B&B operators. The online marketing platform's marketing plan and order remittance procedures can effectively save the B&B operator's labor costs and simplify management. Key words：Group-Buying, Bed and breakfast, Qingjing ,Qualitative research