汽車旅館在台灣發展的時間不算太長，但卻是見證台灣經濟發展的產業之一，在約30年的歷史中，汽車旅館從原本的獨立經營、提供便利住宿選擇等方式，逐漸走向精品化、多功能及連鎖經營的品牌面向，且全台汽車旅館行業最為發達、也最競爭的就在台中市，在硬體設備及軟體服務上不斷推陳出新，筆者因業務人員身分，經常投宿汽車旅館，對於經營現況及特色深感興趣，本研究將從探訪各汽車旅館開始，體驗並同時蒐集記錄各種不同風格汽車旅館之特色，透過歸納法分析整理，將網路上討論度較多、消費者評價較高的台中汽車旅館，以主題化的方式介紹，呈現出台中市在汽車旅館產業經營上的多元化及領頭羊角色，並以 STP 市場定位，找出台中汽車旅館業者採用的策略方向及行銷方式，希望透過此研究，能讓人從台中市汽車旅館的興盛，瞭解到現今相關產業的發展。 Motels have not been developed in Taiwan for a long time, but they are one ofthe industries that have witnessed the development of Taiwan's economy. In thehistory of about 30 years, motels have gradually turned into boutiques from theoriginal independent operation, providing convenient accommodation options, etc.The brand orientation of modernization, multi-function and chain operation, and themost developed and most competitive motel industry in Taiwan is in Taichung City,where hardware equipment and software services are constantly innovating. , I amdeeply interested in the current operating conditions and characteristics. Thisresearch will start by visiting various motels, experience and collect and record thecharacteristics of various motels at the same time. Through inductive analysis andsorting, we will analyze the most discussed online and consumer evaluations. Thehigher Taichung motels are introduced in a themed way, showing the diversificationand leading role of the motel industry in Taichung City, and positioning in the STPmarket to find out the strategic direction and marketing adopted by Taichung moteloperators It is hoped that through this research, people can understand thedevelopment of related industries from the prosperity of motels in Taichung City.
