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題名:溫泉飯店的品牌重定位
作者:王雪梅
作者(外文):Hsueh-Mei Wang
校院名稱:大同大學
系所名稱:設計科學研究所
指導教授:孫碧娟
學位類別:博士
出版日期:2018
主題關鍵詞:組織變革結構-行為-績效分析架構品牌重定位平衡計分卡領導風格balanced scorecardorganizational changestructure-conduct-performance modelleadership stylebrand repositioning
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本研究旨以「結構-行為-績效」分析架構與「平衡計分卡」分析架構為基礎,論述台灣溫泉飯店之品牌重定位,並進一步說明品牌重新定位後之績效。本研究採個案分析法,並依據分析結果提出研究命題。本研究探討台灣地區住宿服務業之外在環境如何影響其行為策略(即:品牌重定位),以進一步影響最終之績效;此外,亦探討「轉換型領導」與「扁平化組織」在「品牌重定位」的過程中的角色。本研究將以A飯店為研究對象,採個案分析法分析A飯店在品牌重新定位的過程中做了甚麼?怎麼做的?歸納出一些命題,提供實務或相關研究上的一些具體建議與作法。本研究發現(1)關鍵資源、供需關係與市場結構等外在環境促使A飯店業者採取品牌重定位的行為策略,此策略包括:「目標市場」的重新選擇、「產品與服務」的重調整、「訂價政策」與「推廣政策」的執行及建立與維護「顧客關係」,最後完成A飯店的重定位。本研究也發現,A飯店業者在品牌重定位的過程中,「轉換型領導」與「扁平化組織」,對營運績效有正面的影響。
Based on the frameworks of "structure-conduct-performance, SCP" and the "balanced scorecard", this study discusses the impact of the environment on brand repositioning of Taiwan's hot spring hotel industry and further illustrates the performance of brand repositioning. This study conducts case analysis method and puts forward the research proposition based on the findings. This research explores the relationship between external environment and strategies in Taiwan's hot spring hotel industry, and further examines how this relationship influences performance. In addition, this studies explores the role of transformational leadership and flat organization in the process of brand repositioning. This research focuses on the A hotel for case study and conducts external environment analysis of the hot spring hotel A, from the viewpoint of key resources, demand-supply relation, and market structure. The concrete strategies of brand repositioning will include re-selecting target market, re-adjusting product and service, and implementing of pricing and promoting strategy. This research use balanced scorecard (BSC) to evaluate the performance of brand repositioning and finds that both transformational leadership and horizontal organization influence operation performance positively.
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