¡@¡@In 2001, when American Marketing Association selected ¡§the most influential thoughts in history of American marketing¡¨, the positioning theory won this special honor. The positioning theory was proposed by Jack Trout and Al Ries in 1969, and its related concepts has deeply been influenced many people¡¦s marketing viewpoint, moreover, it is widely apply for a variety of fields such as marketing, advertising, design and product development. Since the marketing strategy of the five-star hotels always focus on customers¡¦ need, they have to take advantages of the strategies of target market segmentation and positioning. However, daily fierce market competition, the customers¡¦ need is highly uncertain, and therefore the original position strategy of a five-star hotel might not always be suitable for its customers. Sometimes, a five-star hotel have to change and make a new repositioning strategy for maintaining its competition advantage. The theory of positioning or repositioning is easy to understand; however, the feelings and cognitions of the customers are very hard to express by words because of communication gaps. This research uses Canton Court of Ambassador Hotel Kaohsiung as a case study. The result of the analysis shows that there is significantly different between the customers' satisfactions of product, service, environment, place and price, and the impact on it has positive correlation.
¡@¡@The original terms of the repositioning strategy of the case are newly made, instant availability, new taste of tea and hospitality with great passion. After study, the new terms from customers' experiences and viewpoints are Lover River, feast enjoyed, the culture of Dim Sum, warm feeling and freshly made.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0729111-162059 |
| Date | 29 July 2011 |
| Creators | Chuang, Shu-Ching |
| Contributors | Jun-Ying Huang, Min-Hsin Huang, Jason H. Huang, Hueimei Liang |
| 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-0729111-162059 |
| Rights | user_define, Copyright information available at source archive |
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