汽車保養維修業加盟連鎖經營模式之探討

The Research of the Franchise Chain System Business Models of Automobile Repair Industry

鄭源森(Yuan-Sen Cheng)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2012年)

摘要

台灣現有的車輛數逐年成長，2011年小客車數量已達596 萬輛，所帶來的相關產業全年總產值可達到新台幣3,798億元，其中國內小客車每年的保養維修總市場產值約為新台幣971億。然而汽車產業通路結構以及消費型態逐漸的在轉變，汽車保養維修通路除了坊間獨立小型汽車保養維修廠外，也形成了加盟連鎖體系
與車輛品牌代理商之大型特約服務廠(原廠)經營型態之三大通路鼎立。

本研究經由大量文獻探討，並藉由實地訪談使用車輛的車主消費者，深入了解車主之價值需求主張，還有實地訪談國內最具代表性的汽車保養維修加盟連鎖業者的高階經理人，希望透過專家深度訪談，近一步解釋台灣汽車保養維修市場混沌特性。本研究利用紮根理論解碼，並運用白地策略經營模式的四個架構進行論述：(1)顧客價值主張(2)利潤公式(3)關鍵資源(4)關鍵流程。本研究目的在於探討目前台灣傳統汽車保養維修業者因環境的變遷及科技的進步，所面臨之何種經營困境、競爭挑戰以及轉型之需求加以分析，進而提出以連鎖加盟經營模式之架構，運用網路數位化資訊科技的營運管理，降低其經營風險，創造核心競爭力並勾勒出未來所能永續經營的模式，期望對台灣汽車保養維修產業提昇競爭力的經營實務有所貢獻以及未來相關研究之參考。

關鍵字

汽車保養維修業 ； 加盟連鎖經營模式 ； 白地策略

並列摘要

The number of motor vehicle is increasing year by year in Taiwan. The passenger car is now to the number of 5,960 thousand, which brought output value created from relevant businesses reached 379.8 billion year-round. Among the relevant businesses, market size of Automobile Repair Industry is the most attractive one. Its domestic market size is estimated up to 9.71 billion. As the changing of channel strategy and consumption pattern, business of auto repair is now scrambled by small private workshops, franchise chain stores, and large workshops belong to OEM‘s agents.

To gain an in-depth understanding of car owner’s requests, researcher has interviewed including drivers, and the most representative franchise chain stores owners or CEO. The in-depth interviews with experts also convey the further explanation for the business feature of repair workshop in Taiwan. Researcher uses grounded theory to decode information, also applies four-box framework of White Space Strategy to explore business models – (1) customer value proposition (2) profit formula (3) key resources (4) key processes. The purpose of this study is to explore the running problems, competition challenges, and the needs of transformation of traditional repair workshop in Taiwan as it is facing the changing environment and progressing technology. Furthermore, in this study it uses the framework of franchise chain system and management of network technology to lower the risk of running business and create core competitiveness, in addition, to profile the future business model for sustainable development. This study is expected to be helpful for increasing the competitiveness of
repair workshop in Taiwan and to be a reference for future study.

並列關鍵字

Automobile Repair Industry ； Franchise Chain System Business Models ； White Space Strategy

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