從銷售滿意度來探討汽車品牌策略研究:以南部某車廠為例

隨著全球汽車的銷售量不斷攀升，也代表著百年來汽車史從發明開始演化至今，早已成為人們不可或缺的交通工具。近年來，各汽車品牌隨著消費者需求及市場激烈競爭，為確保銷售量及產品競爭力能讓品牌持續營運下去，製造技術大幅提升及提供更齊全配備的同時，對於產品研發持續不斷推陳出新也不遺餘力，於是汽車市場的消費者對於外觀、動力、功能、妥善率、自動化...等等的標準需求是越來越高，甚而認知為理所當然。另外在汽車製造上，由於成本風險控管及物流業的發達，汽車生產的趨勢早成為高自動化、高規格模組化，換言之，為吸引消費者的青睞，各廠牌之間雖提供更齊全的配備，但相對給予消費者多樣性選擇的機會是下降的。也由於如此，近年來各車廠轉而在銷售流程的差異化行為上著力進行優化，也就是提升銷售流程銷售滿意度SSI (Sales Satisfaction Index)，以提升銷售量及確保市場的佔有率。本研究係透過從第三方機構於產業的整體銷售滿意度調查中所得到的資訊，從中來參考及訂定符合品牌自我經營的執行策略方向，並由內部再透過第三方機構對於已產生購買行為顧客(已購客)的問卷抽樣回饋並與其中明顯不滿意者進行訪談後之比較，來探討品牌自我市場策略之執行成效，而實證結果顯示，其問卷調查成效可以提供作為後續市場品牌策略及組織管理對策修訂之方向。

關鍵字

銷售滿意度；第三方機構；已購客；品牌策略

並列摘要

As automobile sales volume accelerates globally, it represents car has become an essential transportation from car creation to now which is over one hundred years. Recently, as consumer needs and market competition in automobile markets, auto branding and products development continuously to promote sales volumes and competitiveness matters in operation while enhancing product skills and providing more integration in management. Consumers in auto market are eager to equip their cars with more features such as exterior, horse power, function, availability, automation, etc. Consumers think their needs is justified since the trend of automobile production has become high-automation and high-modular due to cost management and Logistics development. Although every auto industry has provided more complicated options, consumers would like to choose what they want. To satisfy more customers, auto industry aims to improve sales process by introducing a sound branding mechanism to elevate SSI (Sales Satisfaction Index) and customization. This research undertakes to discuss research mechanism, market strategy development, and relativeness of execution effectiveness through relativeness of SSI research from from Hyundai. Having analyzed the above perspectives, the result evidences that the relativeness are shown substantial positive between market strategy and organization as of now.