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題名：以資源基礎觀點建構民宿業行銷策略評選模式之研究
作者：吳正雄
作者(外文)：Cheng-Shiung Wu
校院名稱：銘傳大學
系所名稱：管理研究所博士班
指導教授：李銓
林進財
學位類別：博士
出版日期：2009
主題關鍵詞：民宿；網路層級分析法；行銷策略；資源基礎觀點；marketing strategy；ANP method；B&B；resource-based view
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本文基於資源基礎觀點來建構行銷策略評選模式，嘗試確認企業之特殊行銷資源與能力，進而在其特定的環境下評估與選擇ㄧ適當之行銷策略。有鑑於企業分配特殊與有限資源之複雜性與困難度，並且確保企業能評選出適配企業內部行銷資源與能力，且具競爭優勢之行銷策略。本文建構一個民宿業行銷策略之評選模式，讓民宿業決策者在進行行銷策略決策前，能確認企業內部之行銷資源與能力的重要地位，進而評選適配行銷資源與能力之行銷策略。本文所建構之行銷策略評選模式，共分為七個步驟，包括(1)界定行銷策略之評選準則；(2)建立選擇行銷策略之網路層級架構；(3)蒐集專家學者問卷設計與調查資料；(4)求出成對比較矩陣；(5)求算各矩陣之特徵值與特徵向量；(6)形成超級矩陣；(7)評選最具競爭優勢之行銷策略。本文乃以民宿產業為實證對象；首先，透過回顧資源基礎理論、行銷資源與能力，及行銷策略等服務業之相關文獻，將行銷資源與能力歸納出，管理能力、顧客連結能力、市場創新能力、人力資源資產及聲望資產等構面。再輔以修正式德菲法來決定行銷資源與能力之評估次準則，並透過專家深度訪談確立行銷策略評選準則之網路分析結構模式。最後，應用網路層級分析(ANP)法，來求算行銷策略評估準則及次準則之權重值，並進行替選方案排序；根據研究結果顯示，區隔化策略是民宿業最適切之行銷策略。本文強調配置企業內部之特殊與有限的行銷資源與能力，來評選適切之行銷策略，得以取得持續性的競爭優勢；本文所建構之行銷策略評選模式，可提供民宿業者擬定行銷策略之參考與應用。
Grounded in the resource-based view (RBV) of a firm to achieve competitive advantage, the current study attempts to identify specific marketing resources and capabilities of small ventures and develops an evaluation framework of marketing strategy in the unique conditions of service industry. Given the complexity and difficulty of limited resources allocation, hence, the purpose of the current study is to apply the analytic network process (ANP) method to select the competitive marketing strategy, fitting the specific marketing resources and capabilities. Before making marketing strategy decision, the current study builds the marketing strategy evaluation model to confirm the important roles of marketing resources and capaibilities, so as to select the appropriate marketing strategy. Seven steps of the evaluation model for marketing strategy include (1) to determine the evaluation criteria of marketing strategy; (2) to construct the hierarchy and interdependence of evaluation model; (3) to design the expert questionnaires and to conduct the investigations; (4) to conduct the pairwise comparisons; (5) to compute the eigenvalues and the eigenvectors; (6) to build and to solve the decision-making supermatrix; (7) to select the best marketing strategy. However, the current study verifies the evaluation model for the B&B industry. First, by broadly reviewing the RBV theory and literatures on marketing strategy in service industries particularly, the study concludes that marketing resources and capabilities include managerial capabilities, customer linkage capabilities, market innovation capabilities, human assets and reputation assets. Then, the study employs the modified Delphi method to determine sub-criteria of marketing resources and capabilities and interviews B&B experts to construct the hierarchy and interdependence of evaluation model. Finally, the current study applys the ANP method to compute weights of criteria and ranks alternatives of marketing strategies. According to the results, the findings indicate that the segmentation strategy is the best strategy for B&Bs. Also, the current study emphasizes the importance of allocating specific marketing resources and capabilities to evaluate and select the appropriate marketing strategy so as to capture sustainable competitive advantage. The evaluation model of marketing strategy could be applied and conducted for marketing strategy decision-making by the B&Bs’ practitationers.
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