越野運動休旅車競爭優勢個案分析─以L公司為例

曾力宸(Li-chen-Zeng)

指導教授 ： 滕曉雲

國立中央大學/管理學院/經濟學系/碩士(2014年)

摘要

論文摘要內容：在近年來，隨著台灣早年經濟的快速起飛與發展，無論是在輕工業，重工業，台灣在這些產業上都有明顯的進步，汽車產業無論是在自產或是代理上，台灣市場也都有顯著的發展，然而消費者意識的抬頭與大環境的激烈競爭，各行各業紛紛以所謂顧客導向的品質策略，積極努力追求顧客的滿意及品牌的忠誠度目標。其中又以汽車產業對顧客滿意與品牌忠誠度的重視程度為更甚。台灣在交通工具上不只只有汽車，加上台鐵甚至是高鐵的蓬勃發展也使台灣增進不少便利性。因此現今所謂的品質主要是以顧客滿意度為依歸，許多的企業視顧客滿意度調查為一重要工作。過去總認為顧客的滿意是線性品質的觀點，係指顧客對產品的滿意與否與品質的好壞成正比關係，然而欲發掘出顧客對品質真正的想法，不能只用線性化的品質考量就能衡量消費者心中的商品或服務價值。有鑑於此，期望有一整合性的研究結果，提供產業界在未來的產品研發、 服務流程改善與消費者滿意策略等擬定的具體建言。本研究主在探討越野運動休旅車在台灣市場上受歡迎的品牌，然而選擇國產自主品牌Luxgen作為主要代表，與其他在台灣市場占有率較高的幾個品牌做產業的分析與比較。
本研究採取的研究方法主要是搭配特徵分析法，依照各品牌休旅車相近的排氣量和各品牌價格相近的類型來做分析。而本文章是以裕隆公司所投資的子公司Luxgen裡面的一台國產自主品牌越野運動休旅車LuxgenU6 Turbo來作為代表，然而採用敘述性研究，搭配網路問卷調查方法，以國產自主品牌車Luxgen為主軸來與其它品牌的休旅車做比較與分析。

關鍵詞：運動休旅車、競爭優勢、特徵分析法

關鍵字

競爭優勢 ； 越野運動休旅車 ； 特徵分析法

並列摘要

In recent years, with Taiwan's rapid economic take-off and early development. No matter on the lightor heavy industry, Taiwan has significant progress in these industries. Whether in the automotive industry production or agent, Taiwan also has a significant market development. However, with intense competition and the rise of consumer awareness of the environment, businesses have resorted to so-called customer-oriented quality policy and actively strive for customer satisfaction and brand loyalty goals. Among them, the automotive industry's emphasis on customer satisfaction and brand loyalty for the worse. Taiwan is not only on transport cars but also have high-speed rail and even flourish makes a lot of convenience to promote Taiwan. So today's so-called quality of customer satisfaction in mind mainly, many companies consider customer satisfaction survey is an important workand believe customer satisfaction is the quality of the linear perspective before. Customer satisfaction refers to the product or not proportional to the quality of the good or bad. However, customers who want to discover the true quality of the idea should not only be able to consider a linear measure of the quality of the minds of consumers the value of goods or services. In view of this, expect to have an integrated study to offer specific suggestions to improve the industry and consumer satisfaction strategies developed in the future product development, service processes. The main study to investigate the off-road popular brands of sport utility vehicles in the Taiwan market. However, choose the domestic brands Luxgen as the main representative. Analysis and compare with otherbrands which have higher market share in Taiwan.
This study is mainly use characterized methods to analysis. According to the brand and the brand of similar displacement prices of similar types for analysis. The present article is a subsidiary of Yulon Luxgen company invested inside a sport utility domestic brands Luxgen U6 Turbo as representatives. However, use descriptive studies with Internet survey method. Use Luxgen as domestic vehicle brandto do the comparison and analysis with other brand.

Keywords: SUV, Competitive Advantages, Characterized Methods

並列關鍵字

Competitive Advantages ； SUV ； Characterized Methods

參考文獻

Characteristics:

華民國品質學會第三十五屆年會論文集,民國

presentation

Wesolowsky,

G.,(1996)