國際觀光飯店品牌發展與定價策略之關係─以凱撒飯店為個案研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/45037

Title:	國際觀光飯店品牌發展與定價策略之關係─以凱撒飯店為個案研究 The Relationship Between Brand Development And Pricing Strategy: From Caesar Park Hotels & Resorts
Authors:	許佑誠
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	品牌發展品牌精神品牌定位品牌形象定價策略
Date:	2019
Issue Date:	2019-09-19 09:43:23 (UTC+8)
Abstract:	本論文選擇國內知名國際旅館，凱撒飯店連鎖(Caesar Park Hotels & Resorts)，根據商務型/休閒型與國際化/地區化飯店屬性，選擇台北凱撒大飯店、板橋凱撒大飯店、台北凱達大飯店、墾丁凱撒大飯店等四家旅館，以實地訪視與個案研究方式，初探品牌發展與定價策略之關係。根據個案研究具體結果，說明四家旅館之品牌精神、品牌定位、品牌形象、季節性定價、定價關鍵因素，藉此探究四家旅館是否具有顯著差異；同時，以此兩大構面具體結果進行質化分析，探討二者之間是否具有配適關係。研究結果顯示，這四家旅館的品牌發展（精神、定位、形象）具有顯著差異，其季節性定價策略與關鍵因素亦有顯著差異；二者之間存在配適關係，四家旅館之品牌發展與定價策略之配適關係具有顯著差異。 This thesis discusses the result about brand development, pricing strategy, and their relationship in hotel industry through case study. This study provides some research propositions from Caesar Park Hotels & Resorts and related results, including: (1) there are significant differences in brand spirit, brand positioning, and brand image between 4 hotels. (2) there are significant differences in pricing strategy and key factors between 4 hotels. And (3) there is a significant fit relationship between brand development and pricing strategy.
Appears in Collections:	[Master program of global brand and marketing] thesis

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