Abstract
During the process of marketing strategy planning and positioning in a new venture, the formation process of top management team plays an important role where it¡¦s interesting for research. However, it¡¦s the answer a new venture is eager to know that the marketing strategy and position can meet requirements of market ornot. But, it¡¦s pity the research about fitness of marketing strategy and position is very few. The Spring Hill Resort will be scheduled to be open this November, it¡¦s an issue how it creates a whole new blue ocean with past experiences of building industry. Besides, I would like to know the demands of targeted customers through queationnaires which hopefully provide more objective suggestions as references for future operation and marketing activities.
The method of literatures analysis was explored to collect the meeting minutes, marketing plans, and business plans. In accordance with thrughoutly understand the whole pictures of marketing plans and positioning, the research hyposis are set up. Then The three segmentations which separately are engineers of Lu-Zu Science Park & Tainan Science Park, and consumers of Royal Resort in Jiao-Sea and Spring Resort in Jin Mountain. The 150 copies were collected by either email or direct delivery, but only 75 copies meets requirement in the thesis. The primary data were put into Minitab, and subsequently T test or ANOVA were applied to test fitness, which can be concluded as the followings.
We concluded that the targeted customers significantly support the positioning and marketing strategy(p-value are all less than£\=0.05). To be analyzed with ANOVA, the groups of both 600-800 thousand dollars & above in personal annual income are indifferent in between, but below the group of below 600 thousand dollar relatively supports the above viewpoint. The entertainment expenses are minority to the low income, thus they would not like to pre-pay big deal money, but oppositely the high imcome would relatively like to do in it. Likewize, the low incomes do not support the positioning of health as strongly as the high income. But for strategy alliances with other companies, the same attractiveness does not differ from the three.
Under the consideration of transportation, the accessible of destination is not so important to the targets (P=0.049<£\=0.05), due to 96% people drives to travel domestically. And this result can be applied to service of shuttle bus; they think it¡¦s not necessarily as well. In aspects of spring quality, the expectation of the targets is the same and means a lot (P=0.00<£\=0.05), and this can be taken as a prerequisite. Finally, we can find opinions of customers diversified relatively (see table 4-18), but it¡¦s a little weired that quality of room space is not so emphasized than other aspects and this can be futher discussed.
Key words: marketing strategy and position, spring resort,
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0903108-165516 |
| Date | 03 September 2008 |
| Creators | Tung, Hung-Chang |
| Contributors | Jen-Jsung Huang, I-heng Chen, Chin-King Jen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0903108-165516 |
| Rights | restricted, Copyright information available at source archive |
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