汽車品牌體驗行銷策略之研究

The Evaluation of Experiential Marketing on Brand of Automobiles

陳鴻億(Hung-Yi Chen)

指導教授 ： 吳浴沂 ； 王建彬

國立臺北科技大學/機電學院/車輛工程系所/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00290

摘要

在全球的各大知名車廠，經濟體制或結構較有問題的狀況下，經過金融海嘯的席捲，紛紛重新洗牌，有的宣佈破產重整，有的拋售集團下的子公司，為的就是延續原本該集團的創立品牌。台灣的車廠雖沒有面臨相關的命運，但製造廠卻也面臨停工、減產的命運。台灣政府為了挽救車市，於2008年底推出產業振興政策後，原本位處於2008年車市的寒冬，終於將銷售量由原本的22.9萬輛提昇至2009年的29.4萬輛，成長了28.29%。雖然沒有恢復到前幾年的光景，但在這短短的一年內，大幅的成長，也著實難能可貴。
本研究的目的是以在台灣銷售的進口車及國產車為主要的研究對象，並探討各車廠的銷售單位是如何利用體驗行銷來銷售其品牌或集團下的車輛。此目的是立基於Schmitt（1999）所提出的「體驗行銷」為理論基礎，參酌相關文獻及期刊，探討各車廠體驗行銷之策略體驗模組（感官、情感、思考、行動、關聯）之間的差異。並以深度訪談的方法，來探討台灣國產車及進口車體驗行銷的策略，予以分析研究，並提出建議，期待以最合適的體驗行銷策略來滿足不同的客戶群。
研究發現各車廠的體驗行銷所執行的內容及種類不儘相同，但在整個活動的推廣及實施，儘可能的讓不同的消費者在進行不同的體驗活動過程中，除了解車輛本身的特質外，也能感受到整個活動所能帶給消費者的感受，進而讓消費者增加對品牌的信任度及產品的依賴度，讓整個交易能在歡愉的氣氛中結束。

關鍵字

體驗行銷 ； 深度訪談 ； 車廠

並列摘要

The economic system or the structure are under unhealth condition for some of the well-known car manufacture, after financial tsunami of 2008 impact, some announced bankruptcy or restructuring, some of the enterprise groups undersell the subsidiary company, for it to extend it’s originally group's establishment brand. Although Taiwan's car manufactures were not being with correlation destiny, but they also faced the work suspension and underproduction crisis. The Taiwan government in order to save the automobile market, promotes the industrial promotion policy at the end of 2008. The year 2008 is under low sales volume, but finally the sales volume is from 229,000 unit in 2008, increase to 294,000 unit in the year 2009. The sales volume is grew 28.29%. Although the auto market has not restored to the recent past years, but in a short year and large growth, which is good sign for car industrial.
This research goal is take the imported vehicle and the domestically produced vehicle which sells in Taiwan for the main object of study, and discuss those various sales department of the car manufacture how to sale their product using experiential marketing. This essay is stands based on Schmitt (1999) proposes “the experiential marketing”, deliberates the correlation literature and the paper, discusses different strategy of various experience module of experiential marketing for car manufactures (sense, feel, think, act and relate). And using depth interview method, discusses experiential marketing strategies of Taiwan domestic produce vehicle and the imported vehicle, analyzes the result, and puts forward the recommend, to satisfies the different client based by the most appropriate experiential marketing strategies.
The research discovered various experiential marketing of the car manufacture, carries out the different of content and type, for implementingthe entire activity, let the different consumers in the different activities. Understanding the special characteristic of vehicles for customers, and also the customers can feel the entire activity will bring up how should the customers felt. To let the consumers increase the brand confidence level and the trust of the product, and the final purpose will bring the whole transaction in a happy atmosphere.

並列關鍵字

experiential marketing ； depth interview ； car manufacture

參考文獻

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