- 學位論文
日台中古車市場的建構與策略-以和泰TOYOTA為例-
Formulation and Competitive Strategy of Used Car Market in Japan and Taiwan- A Case Study of TOYOTA –
摘要
台灣中古車過戶數自1995年首次超越新車領牌數後，至今十幾年來中古車市場規模不斷擴大，與新車銷售數的差距也愈來愈大，於2006年時中古車交易量已超過新車成交量兩倍以上，目前的台灣新車和中古車的銷售還是維持著兩倍左右的差距，這顯示中古車市場依舊受到消費者重視。 然而台灣中古車市場仍然存在著嚴重的資訊不對稱問題，產生許多買賣糾紛，消費者權益沒辦法得到保障，和日本20年前面臨一樣的狀況，某些不肖中古車商貪圖利益，不顧消費者權益，不重視消費者使用安全性，違法販售事故車、泡水車、變造車等問題車輛，造成消費者對中古車產生不信任感及不安全感，使得國內消費者對中古車市場交易信心無法提升，因此原本以新車市場為目標的品牌業者開始紛紛投入自家品牌中古車的經營，也就是所謂的品牌認證中古車，其中有知名日系車品牌TOYOTA，於1999年開始中古車事業，並為國內第一家以新車模式經營中古車的業者，並率先創立認證中古車制度，提供消費者車輛品質保證，多年以來頻創佳績。 本研究將以TOYOTA認證中古車為個案研究對象，利用競爭策略、價值鏈及VRIO模型來分析外在環境和內在優勢，探究個案在台灣中古車市場中的經營策略及成功因素，並提供建議給中古車業者未來發展之參考。
並列摘要
The trading number of used car in Taiwan has first overpassed the selling of new car since 1995. Over the past ten more years, the used car market has been growing rapidly and is now far beyond the new car market. the business turnover has surpassed the new car market doubly since 2006.Now, in Taiwan,The trading number of used car is still twice as many as the new car selling ,which demonstrates consumers’ new concern with used car. However, the used car market still have many trading arguments with the problem of asymmetric information under the poor law systems, which couldn’t guarantee the customers’ rights. Face with the same situation as Japan 20 years ago. Few dishonest used car stores just cared about their own benefits but not the customers’ rights. They ignored the security, sold abnormal cars illegally, which resulted in the customers’ distrusted about the used car stores. Consumers always have less trust in used car, due to the asymmetric information in used car market. Thus some automobile brand distributors focused on new car market start to operate the used car businesses. That is called certified pre-owned car. The famous automobile brand in Taiwan - “TOYOTA”, has started to operate the used car business since 1999. It first to built up the “Certified Pre-Owned” model in Taiwan. Offer quality guarantee for customers. Repeated success for many years. This research chooses “TOYOTA” as the case. Then use Competitive strategy,Value chain and VRIO model to analysis of the external environment and the inherent advantages of the enterprise. Finally, My studies show that its management strategies and the key successful factors , and offer advice to dishonest used car stores for future development of used car market.