消費者對進口旗艦房車之產品與服務缺口研究~以BMW 大7系列為例

A Research on Imported Luxury Vehicle and Its Lacking - The Case Study on The BMW 7 Series.

李如峰(Lee, Ju Feng)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系碩士在職專班/碩士(2014年)

摘要

汽車業在台灣已由成長期邁向穩定期多年，在銷售總數量無法突破的現況中，只能在各品牌間互相競爭，在服務與產品中如何突破及找出客戶未被滿足的缺口，已是每家汽車廠商必備的發展策略，也是攸關現今汽車市場成敗之重要關鍵。
本研究以BMW頂級旗艦車型為例，就曾經使用過或現正使用中的車主進行調查，以了解並分析出該族群認為很重要卻未被滿足的部分，就服務面提供給本地代理商與經銷商做為改進與差異化策略參考，在產品面找出使用者認為很重要卻未被滿足的缺口，除了提供給原廠作為修改車款設計或針對地區市場修正的參考依據，也讓本地代理經銷商作為改善策略與評估投資方向之正確性，以期將投資效益最大化與資源重新分配之參考。

關鍵字

Product level ； 利益價值鏈 ； 產品屬性 ； I-S model ； 顧客需求

並列摘要

As the automobile market in Taiwan has gone from growing to steadfast, the total sales number remain the same every year. Different brands compete with each other, and attempts to pinpoint what the customer needs and yet to be fulfilled in both service and product design. This question is key to every automobile maker’s strategy and success.
Using the example of BMW 7 series, BMW has conducted a survey to its past and current owner to understand what other things that these consumers value but yet satisfied. On the service side, this analysis was provided to local agent and distributors for reference in improvement and differentiating strategy. The analysis was also used to tap into what users think are important yet satisfied. Besides providing the automobile maker for a reference of product design and accommodation to the regional market, the analysis was also an important tool for the local agent and distributors to access and modify its strategy.

並列關鍵字

Product level ； Brand Value Chain ； Product attribute ； I-S model ； Customer Demand

參考文獻

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