汽車售後服務產業分析與經營策略研究

The Industry Analysis and Business Strategy Study of Vehicles Service

廖晉緯(Chin-Wei Liao)

指導教授 ： 蔡國隆

國立臺北科技大學/機電學院/車輛工程系所/碩士(2010年)

摘要

企業的存續目的與因素各有不同，不外乎彰顯個人理念、致力社會公益、家族資產的延伸等，但是企業的獲利與否才是經營者念茲在茲的所在。國內汽車產業過去的主流議題多著重於生產與銷售，對於售後服務則較少著墨，原因在於售後服務的營收產值較小、競爭影響有限、業務變化單純等因素。但隨著總體市場與消費意識的轉變，品牌之間的競爭要素延伸到車輛品質、價格、形象、保修服務等，尤其是近年來新車銷售市場萎縮，導致了新車銷售毛利不斷的下滑，因此售後服務”逐漸成為車廠注目的所在，除了更注重品牌形象與客戶滿意度，最重要的是售後服務被賦予了提升新車銷售與穩定獲利的重任。
汽車廠或代理商對於售後服務策略的規劃，除了品牌願景與目標考量外，有關台灣目前的汽車產業結構與售後維修市場的環境分析勢不可免。因此，剖析台灣汽車維修產業之特性、發展趨勢後，進一步探討汽車售後服務經營策略等是具有重要價值的產業研究課題。
本文運用司徒達賢所提出產業分析方法，並以策略矩陣的模式進行售後服務經營策略探討，根據個案公司實務驗證來進行個案研究說明，最後歸納出專精於保修作業本質、服務流程的革新及人才的培育與訓練在產業中為重要的企業資源與關鍵因素。同時提出結合”差異化”、”成本導向” 及“集中化”的競爭策略，作爲汽車產業經營者擬定事業經營策略之參考。

關鍵字

售後服務 ； 產業分析 ； 策略矩陣 ； 經營策略

並列摘要

The purposes of the subsistence of the enterprise are variously, it tends to show a personal philosophy, commitment to social welfare, the extension of family assets, etc. But enterprise profitability is the key of operation. Domestic automobile industry in the past was focus on the vehicles production and sales, after-sales service is less ambiguous, the reason is that after-sales service of the revenue value is smaller than sales, and limited competitive impact. But as the overall market and consuming behavior are changing , competition factors among market were extended to vehicle quality, repair price, service image, warranty services. Especially in recent years that new car sales market was declined, it resulted to getting less gross profit for dealers. So after-sales service becoming a profit maker within the automobile business, in addition to pay more attention to the brand image and customer satisfaction, and most importantly after-sales service is given raise new car sales and stable profit.
As to plan the service strategy of automobile company, not only the brand's vision and objectives were involved, but Taiwan's current automotive industry structure and after-sales market environment. Therefore, analysis and further research of the character and trends for Taiwan vehicle after-sales market is the key lesson to achieving business strategy aim, which is an important process in the field of industry study.
The related research is carried out by the industry method which developed by Professor Seetoo Dar-Hsian(司徒達賢), and to systemize description of service management strategies with matrix models. The study investigates the main factory business strategy in the industry through case study, tidy up several research detections and carried on the affairs validation for the case study, that can find out the key factors to help industry cooperate conducting business successfully, they are: skillful vehicles maintenance and repair, the service process innovation, employeess education and training. At the same time, referring "Differentiation", "Overall cost leadership" and "Focus" competitive strategy into the research suggestion while developing the business strategy in the future.

並列關鍵字

After-sales service ； Industry analysis ； Strategy matrix ； Business strategies.

參考文獻

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