A comparative study on hotel services marketing differentiation between Beijing and Taipei

摘要

With the development of social economy, the communication of Taiwan and Mainland in economy, trade, travel and other aspects has become more and more frequent. During those processes, the hotels of both sides play an important role. The fierce competition of hotel services market and diverse requirements of customers make the two core cities of two sides — Beijing and Taipei facing new challenges in services marketing. The object of this paper is to analyze the difference of services marketing and figure out main factors that result in service differentiation between Beijing hotels and Taipei hotels. So, through literature review and basic analysis of factors influencing services marketing, the capstone model is constructed. The key factors are customer, input, goal, output, process, staff facilitator, entity facilitator, information facilitator, environment, each item of which is made up of several items. What's more, this article tries to put forward a few suggestions to hotels' managers of Beijing and Taipei, hoping they can make full use of services advantage to improve customers' satisfaction and loyalty, then promote competitive capability.