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| Title: | 歐系豪華汽車品牌在台灣之策略行銷4C分析： 以R公司為例
Strategic Marketing 4C Analysis of European Luxury Automotive Brands in Taiwan: A Case Study of Company R. |
| Authors: | 鄭逸雯
Cheng, Yi-Wen |
| Contributors: | 巫立宇
王俊如
Wu, Lei-Yu
Wang, Jyun-Ru
鄭逸雯
Cheng, Yi-Wen |
| Keywords: | 歐系
豪華汽車
品牌
策略行銷
4C
European
Luxury Automotive
Brand
Strategic Marketing
4C |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:14:32 (UTC+8) |
| Abstract: | 從2000年代台灣加入世界貿易組織開始，進口車的價格調降使其具備市場競爭力，開啟了進口車與國產車競爭白熱化的階段。截至2023年年底，國產車與進口車的銷售佔比趨近1:1，並從2018年至2023年的台灣新車領牌數可得知，台灣豪華汽車市場的需求呈現正成長趨勢，而R公司自2018年在台設立子公司後，銷量與市場佔有率相較其他豪華汽車品牌競爭者持續提升。
R公司的商業模式強調現代奢華的品牌形象，通過線上官方網站、經銷商LINE@官方帳號和線下經銷商據點等通路，提供客戶定制化車款和優質服務。R公司將旗下車款劃分為四大品牌，針對不同客群和用車場景，從而滿足高端市場的多樣化需求，透過現代奢華的品牌形象、多元化的產品線，以及線上線下的整合行銷策略，成功在台灣市場建立品牌地位。
本研究利用策略行銷4C架構分析R公司如何透過降低買者交易總成本，提升品牌聲量與知名度進而搶佔台灣市場份額。本研究發現， R公司透過具辨識度的車型外觀及顏色，精準溝通四大品牌的特色與調性提升買者效益；借助目標客層的生活圈與專注議題進行曝光，降低買者資訊搜尋成本；提供試駕、保固服務，並與知名藝人合作提升消費者對R公司的信任感；提升客戶成為車主的尊榮與專屬感來製造專屬陷入成本。
Since Taiwan joined the World Trade Organization in the 2000s, the price reduction of imported cars has made them competitive in the market, leading to intense competition between imported and domestically produced cars. By the end of 2023, the sales ratio of domestic cars to imported cars approached 1:1. From the new car registration numbers from 2018 to 2023, it is evident that the demand for luxury cars in Taiwan is on the rise. Since establishing a subsidiary in Taiwan in 2018, Company R has continuously increased its sales volume and market share compared to other luxury car brands.
Company R's business model emphasizes a modern luxury brand image, offering customized car models and quality services through various channels such as the official online website, LINE@ official dealer account, and offline dealer locations. Company R categorizes its car models into four major brands to meet the diverse needs of the high-end market based on different customer segments and usage scenarios. Through its modern luxury brand image, diversified product line, and integrated online and offline marketing strategies, Company R has successfully established its brand position in the Taiwanese market.
This study utilizes the 4C framework of strategic marketing to analyze how Company R can increase its market share in Taiwan by reducing buyer transaction costs, enhancing brand visibility, and increasing brand awareness. The research findings indicate that Company R enhances buyer benefits by effectively communicating the characteristics and tone of its brand through distinctive vehicle appearance and colors. By targeting specific customer segments based on their lifestyles and interests, Company R reduces seller information search costs. Additionally, Company R builds consumer trust through offering test drives, warranty services, and collaborating with well-known celebrities. By emphasizing the prestige and exclusivity of owning a vehicle from Company R, customer loyalty and brand engagement are increased. |
| Reference: | 一、 中文文獻
1. 一手車訊11月號/2017 第323期（2017），一甲子看盡台灣汽車工業盛衰。台灣台北：台灣寶路多股份有限公司。
2. 巫立宇、邱志聖(2021)，銷售與顧客關係管理，第二版，台北：新陸書局股份有限公司。
3. 邱志聖(2020)，策略行銷分析：架構與實務應用，第五版，台北：智勝文化事業有限公司。
4. 交通部公路總局（2023），我國歷年新車領牌數查詢資料。截自中華民國交通部公路總局統計查詢網，https://stat.thb.gov.tw/hb01/webMain.aspx?sys=100&funid=11200
5. 產業價值鏈平台，https://ic.tpex.org.tw/introduce.php?ic=3000
6. Ｕ-car汽車討論區（2006），車子品牌等級。擷取自：https://forum.u-car.com.tw/forum/thread/36021/?brand=&sortOrder=time&page=1
二、 英文文獻
1. Osterwalder, A., and Pigneur, Y. (2011), Business Model Generation: A Handbook for Visionaries, Game, Changers, and Challengers, African Journal of Business Management, Vol. 5(7). |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363080 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363080 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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