偉士牌古董機車的市場價值分析

市場經濟不斷發展下，民眾生活水準不斷提高，機車行業市場份額擴大，許多公司擴大經營規模，使得競爭加劇，部分機車價格波動較大。意大利品牌偉士牌古董機車也在這波浪潮上受到影響，其各項銷售數據下滑，因此收藏家必須瞭解機車市場的發展情況，修正現有的發展及營銷策略，以穩定偉士牌古董機車市場價值。本文闡述了偉士牌機車發展過程所面臨的困難，用SWOT分析法和訪談法，對偉士牌機車的發展策略與市場情況進行分析。據此對於偉士牌機車的商品定價、市場策略、顧客消費體驗等提出建議，以期偉士牌機車在臺灣市場能夠良性發展，穩定偉士牌古董機車的市場價格。

關鍵字

偉士牌；市場價值；古董機車

並列摘要

With the continuous development of the market economy, living standards of general public is constantly improving, and the market share of the locomotive industry is expanding as well. The fierce competition is also triggered by the expansion of business scale by many companies and causes significant price fluctuations for some locomotives. Vespa, the Italian luxury brand of scooters and mopeds, is also harmfully affected by this trend. Its sales data are witnessing a decrease. Therefore, it is urgent for the company to understand the development of the vintage locomotive market more thoroughly and optimize the current operation and marketing strategies, together with stabilize the market value of Vespa. This article elaborates difficulties Vintage Vespa encountered in the development process and analyzes the development strategy and market situation based on the methodology of SWOT analysis and interviews. It will put forward suggestions for the pricing, marketing strategies and customer experience optimization, in order to ensure the satisfied market share occupation in the Taiwan market.