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Title:	中古車商自媒體行銷策略個案分析:以美好關係勁德汽車公司為例 A case Study on the Self-media Marketing of Used Car Dealer
Authors:	陳芃 Peng, Chen
Contributors:	邱奕嘉 Chiu, Yi-Chia 陳芃 Chen Peng
Keywords:	質化分析自媒體行銷4.0 中古車產業消費旅程數位行銷 Qualitative research Self-media Marketing 4.0 Used car industry Customer Journey Digital marketing
Date:	2025
Issue Date:	2025-02-04 17:05:11 (UTC+8)
Abstract:	本研究以美好關係勁德汽車公司為案例，採用質化分析方法，探討自媒體行銷策略在中古車產業中的應用與成效，並結合行銷4.0理論剖析其對品牌價值提升及消費者購車決策的影響。本研究聚焦於行銷4.0中的5A模型（Aware、Appeal、Ask、Act、Advocate），透過分析個案公司長短影音行銷策略的運用，展現自媒體在品牌認知、情感連結、購車行動以及忠誠推廣中的關鍵作用。數據來源包括內部市場調查報告與顧客行為數據分析，研究結果顯示，自媒體行銷策略能有效提升品牌信任度、縮短購車決策時間，並促進銷售轉化，尤其在高端車型市場中展現顯著優勢。質化分析進一步揭示，短影音具快速吸引潛在客戶的能力，而長影音則能增強品牌專業形象與消費者信任感。研究亦指出，自媒體與線下體驗活動的整合，可提升顧客參與度與品牌忠誠度，形成正向的口碑循環。本研究建議中古車產業應強化數據導向行銷策略，透過多平台整合與內容創新滿足消費者需求，深度理解消費旅程中的行為模式。結論指出，自媒體行銷不僅是提升品牌競爭力的關鍵工具，亦是引導消費者決策、增強市場信任與創造忠誠客戶的重要策略。未來，中古車商應持續優化內容策略與消費旅程體驗，並善用數位科技進一步深化品牌價值，以在競爭激烈的市場中取得長期優勢。本研究提供實務建議，亦為中古車行業的數位行銷轉型與未來策略設計提供寶貴參考。 This study uses Gooddeal Used Car Company as a case study, adopting qualitative anal-ysis methods to explore the application and effectiveness of social media marketing strat-egies in the used car industry. By integrating the Marketing 4.0 framework, the study examines its impact on brand value enhancement and consumer car-buying decisions. The research focuses on the 5A model (Aware, Appeal, Ask, Act, Advocate) within Marketing 4.0, analyzing the company’s use of short- and long-form video marketing strategies to demonstrate the crucial role of social media in brand awareness, emotional connection, purchase actions, and loyalty advocacy. Data sources include internal market research reports and customer behavior analysis. The results reveal that social media marketing strategies effectively enhance brand trust, shorten the decision-making process, and drive sales conversion, with significant ad-vantages particularly evident in the premium car segment. Qualitative analysis further indicates that short videos excel at quickly attracting potential customers, while long vid-eos enhance the company’s professional image and build consumer trust. The study also highlights that integrating social media with offline experiential activities can boost cus-tomer engagement and brand loyalty, creating a positive cycle of word-of-mouth. The study suggests that the used car industry should strengthen data-driven marketing strategies, utilize multi-platform integration, and foster content innovation to meet con-sumer needs while gaining a deeper understanding of behavioral patterns throughout the customer journey. The conclusion emphasizes that social media marketing is not only a key tool for en-hancing brand competitiveness but also an essential strategy for guiding consumer deci-sions, strengthening market trust, and cultivating loyal customers. Looking ahead, used car businesses should continuously optimize content strategies and customer journey ex-periences while leveraging digital technologies to further elevate brand value. This study provides practical recommendations and valuable insights for the digital marketing trans-formation and strategic development of the used car industry.
Reference:	參考文獻： 1. BrightLocal. (2023). The Impact of User-Generated Content on Consumer Trust. Retrieved from https://www.brightlocal.com 2. Forbes. (2023). Why Storytelling Matters in Marketing. Re-trieved from https://www.forbes.com 3. GlobalData. (2024). Consumer Insights on Experiential Market-ing. Retrieved from https://www.globaldata.com 4. Google Trends. (2024). Search Volume Trends for “Used Cars in Taiwan”. Retrieved from https://trends.google.com 5. Statista. (2023). Short Video Platforms Growth Trends. Re-trieved from https://www.statista.com 6. HubSpot. (2023). The Role of Digital Media in Consumer Deci-sion-Making. Retrieved from https://www.hubspot.com 7. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley. 8. TikTok Insights. (2023). Short Video Completion Rate Trends. Retrieved from https://www.tiktok.com 9. Google. (2023). The Impact of Video Marketing on Consumer Be-havior. Retrieved from https://www.thinkwithgoogle.com 10. 美好關係勁德汽車. (n.d.). 美好資訊. Retrieved from https://www.gdgoodcars.com/zh_TW/news 11. 美好關係勁德汽車. (n.d.). Facebook專頁. Retrieved from https://www.facebook.com/niceponpon.fans/about/ 12. 美好關係勁德汽車. (n.d.). YouTube頻道. Retrieved from https://www.youtube.com/@gd_cars 13. 美好關係勁德汽車. (n.d.). LINE官方帳號. Retrieved from https://page.line.me/rpd5117h 14. 美好關係勁德汽車. (n.d.). 官方網站. Retrieved from https://www.gdgoodcars.com/
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 112932429
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0112932429
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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