A Comparative Study Of Hotel Services Marketing Differentiation Between Beijing And Taipei

With the easing of the atmosphere between Taiwan and mainland, the exchanges in economy, trade, society and other aspects have become more and more frequent in recent years, and more mainland tourists could go to Taiwan for tourism. In this process, the hotel of both sides is the bridge in charge of reception, which plays an important role. As more core cities of two sides-Beijing and Taipei, the development of hotel industry also adapts to changes of socio-economy and consumers, on the one hand, they face the fierce competition between the same industry, on the other hand, they face the requirements of more diverse and personalized hotel service by consumers, which proposes new requirements for services marketing of hotels. Under this background, the comparison of the difference between services marketing of hotels in the two cities has the significance of reality and development.The main study object of this paper is the difference of the Beijing Hotel and Taipei Hotel in services marketing. First, through the literature review of "services services marketing-hotel services marketing" theory, this paper explores the demand of consumers for hotel services from the most fundamental starting point; second, it describes the hotel service situation and the differences performance of hotels in Beijing and Taipei, studies internal and external factors that may result in service differentiation influence; Finally, with the combination of theory and practice, it establishes the capstone model subdivision impact factors, and classifies the impact factors into service innovation, service sense, service capacity, service standards, service commitment, hotel environment, service perception and individual factors of consumers and then carries out empirical research on the service marketing differentiation of hotels in the two places.This paper gains the first-hand data through the contrast of questionnaires and field surveys for the contrast study of the impact factors of hotel services marketing differences between Beijing and Taipei. Ultimately it concludes that hotels in the two places are different in the eight aspects of service marketing, during which consumers are more satisfied with Beijing hotel than Taipei hotel in the aspect of hardware facilities, while we should still learn from Taipei hotel in the rest soft services. Finally, according to the conclusion of empirical analysis, it puts forward a few suggestions to Beijing and Taipei hotels mainly in the aspect of a combination of hardware and software services. The hotels proving service should reduce the service differentiation from the perspective of controllable factors and actively cope with the uncontrollable factors, and also make the use of service advantage to enhance customers’ satisfaction.