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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/1474


    Title: 中華電信會館訂價策略及經營改善模式之研究
    Authors: 蕭俊志;Jung-Jih Shiao
    Contributors: 土木工程學系碩士在職專班
    Date: 2007-01-16
    Issue Date: 2009-09-21 09:29:55 (UTC+8)
    Publisher: 國立中央大學圖書館
    Abstract: 中華電信已於2005年8月12日改制為民營公司,為活化其土地資產,增加房地使用效益,正大力推動將未用資產整建為電信會館,提供員工住宿及休憩之用。2006年資產活化總收入為3.15億元,佔公司總收入0.17 %,係ㄧ具有開發潛力之營運模式。 本研究係以中華電信會館之營運為範圍,以員工或會館使用者為問卷及訪談對象,就會館經營之特色與定位及滿意度作調查,將所得之資料作統計與分析以瞭解會館改善之優先順序,並就其基本資料予以交叉分析,以瞭解彼此之關聯性,再就改善前後願意支付之住宿費加以比較,配合再宿意願與前往人數之調查分析,以建構預期發展之營運能量,及中華電信會館預期營運發展之模式。 本研究再以2006年的電信員工與2006年7月的中科大畢旅同學,就住宿電信會館的設備、衛生、景觀及服務等四個構面作問卷調查比對,發現其等級相關係數高達0.8,顯示中華電信員工與中科大畢旅同學滿意度排名比較結果呈現高度相關。兩者對中華電信會館的滿意度看法相當一致。此亦證明會館如以兼顧年長的電信員工與年輕的學生族群,作為經營策略應具有相當之可行性。會館的住宿可規畫出週五六作為中華電信員工年長族群旅遊住宿之用,週一至週五的淡季時段,可規畫為年輕族群最喜愛的五日旅遊行程。另就會館的住宿價位,研究指出整修後以雙人房每宿1200元及四人房每宿1500元為員工最易接受之價位。另以營建改善觀點之財務分析,研究於兩年內達成將現有會舘全面裝修完成之探討。 本研究認為現階段中華電信會館營運策略為1.提供在地餐飲資訊,以提昇會館滿意度; 2.妥善運用會館服務之在地優勢,以提昇住房率;3.加強會館整潔衛生管理,以提昇旅客再宿意願;4.電信會館不適合配置一般餐飲設備;5.市場行銷模式應以員工為訴求基礎;6.從中華電信公司內部找尋優質的服務人力;7.電信本業資源之挹注對會館具有相輔相成之效益;8.會館的經營須與本業結合,相互行銷共創雙贏。至於電信會館的合理組織架構及尚未開發之潛在資料篩選,將為後續之研究課題。 Chunghwa Telecom (CHT) was transformed to private company on August 12, 2005. In order to liven its land asset and increase the use benefits of the real estate, it is promoting the reconstruction of unused assets into Te-lodgings for the employees’ accommodation and recreation. The total revenue of asset livening in 2006 is NT$315 million which is 0.17 % of total revenue of the company. It is a potential operational model. This research focused on the operation of CHT Te-lodgings, and recruited the employees or the Te-lodgings users as the questionnaire and interview targets to survey the operational characteristics and positions of the Te-lodgings and the satisfaction. The researcher compiled statistics and analyzed the data collected in order to access to the priority of the improvement and further managed the cross analysis on the basic information to understand the correlation. The researcher also compared their will to pay the accommodation fees before and after the improvement and constructed the operational force of the expected development and the expected operational development model of CHT Te-lodgings with survey analysis of re-visit will and the number of the visitors. This research further targeted on the employees of Chunghwa Telecom in 2006 and the students of China University of Technology joining in the graduate trip in July, 2006 and managed questionnaire survey and comparison with respect to four dimensions: the facilities, sanitation, view and service of the Te-lodgings. The researcher found out that the rank correlation coefficient was up to 0.8. It showed that the comparison results of the satisfaction ranking of Chunghwa Telecom employees and the students of China University of Technology revealed high degree of correlation. They both had almost the same satisfaction with CHT Te-lodgings. It also proved that if the Te-lodgings targeted on the elderly Chunghwa Telecom employees and young student groups as the operational strategies, it should be considerably feasible. The accommodation in the Te-lodgings can be based on the planning of trip accommodation for the elderly group of Chunghwa Telecom employees on Fridays and Saturdays and the young group’s favorite five-day trip during the off-season period from Mondays to Fridays. Besides, as to the accommodation prices of the Te-lodgings, the research indicated that after reconstruction, NT$1200 for a double room and NT$1500 for a four-person room at one night were the prices which could be mostly accepted by the employees. In addition, as to the financial analysis of construction improvement view, in two years, the research will accomplish the exploration on the finished total reconstruction of the present Te-lodgings. This research indicated that the operational strategies of CHT Te-lodgings at present stage are 1) providing local food information to increase the satisfaction with the Te-lodgings; 2) properly operating the local advantages of Te-lodgings service to increase the occupancy rate; 3) strengthening the cleanness management of the Te-lodgings to increase the visitors’ re-visit will; 4) the ordinary food and drink facilities in CHT Te-lodgings is improper; 5) the market marketing model should be based on the employees’ needs; 6) looking for the high-quality service manpower from Chunghwa Telecom; 7) the resource investment of Chunghwa Telecom and the Te-lodgings complement each other; 8) the operation of the Te-lodgings must be combined with the core business and have collective marketing to create win-win situation. The reasonable organizational framework of CHT Te-lodgings and the undeveloped potential data screening will be the subjects for future studies.
    Appears in Collections:[土木工程學系碩士在職專班] 博碩士論文

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