汽車公司營運行銷與經營策略之研究-以高雄-A公司為例

汽車公司在面對不同顧客族群、消費型態改變、社會價值定位異動、與產品線面向的調整中，如何在這當中凸顯汽車本身所具備的功能及特性價值，進而界定自己產品的定位，以研擬具體的營運及行銷策略和布局，有其運作上的必要性。本研究選擇以高雄地區A汽車公司為例，透過深度訪談相關專家學者以及主要消費族群，以界定出對汽車公司的產品認知印象及功能內涵，進而再進行消費者顧客的問卷調查，以獲取對汽車產品的認同認知態度，以及檢視公司採取各種營運行銷的反應，以作為研訂未來行銷策略及經營之參考。本研究採問卷調查方式進行，主要調查對象為高雄地區(高雄縣市)的會員社團、賓士汽車BENZ、BMW、Porsche保時捷、Audi、Volvo、Lexus汽車客戶群的使用者及非使用者客戶，發放220份問卷，回收197份，有效問卷數150份，回收率為89.5%。本研究發現除了教育程度對於「豪華汽車品牌功能」構面、職稱位階對於「豪華汽車車型產品認知」構面、曾經購買高級豪華汽車的次數對於「豪華汽車的訂價定義」構面及曾經購買高級豪華汽車的次數對於「豪華汽車不採購因素」構面呈現顯著差異外，其他各項經變異數分析結果均顯示無顯著差異。本研究對業者之經營策略建議如下：（一）打造「安全」品牌；（二）以顧客角度思考汽車價值；（三）建置企業文化，尋求未來可行性；（四）擬定行銷與營運策略：1.清楚定位、2.整合現有行銷資源、3持續經營、滾動式調整。

關鍵字

營運行銷；豪華汽車；經營策略

並列摘要

Automobile companies are facing different customer groups, changes in consumer behavior, shifts in social values, and adjustments to product lines. It is necessary to highlight the functions and unique value of automobiles themselves in order to define the positioning of their products and to develop specific operational and marketing strategies and layouts amidst the changes in customer groups, consumer behavior, social values, and product line adjustments. This study selected A automobile company in Kaohsiung City as an example to define the cognitive impressions and functional connotations of its products through in-depth interviews with relevant experts, scholars, and major consumer groups. Furthermore, a questionnaire survey was conducted among consumer customers to obtain their identification and cognitive attitudes towards automobile products, as well as to examine their responses to various operational and marketing strategies adopted by the company, as a reference for developing future marketing strategies and management. This study employed a questionnaire survey method, targeting member clubs and customers of Mercedes-Benz, BMW, Porsche, Audi, Volvo, and Lexus in the Kaohsiung region (Kaohsiung counties/cities). A total of 220 questionnaires were distributed, recycle of 197and 150 valid questionnaires were collected, resulting in a 89.5% recycle sample rate. The survey included both users and non-users of the mentioned automobile brands. This study found that, except for the level of education's influence on the "functionality of luxury automobile brands" dimension, job title's impact on the "cognitive perception of luxury automobile models" dimension, the frequency of purchasing high-end luxury automobiles' impact on the "pricing definition of luxury automobiles" dimension, and the frequency of purchasing high-end luxury automobiles' impact on the "factors that affect the decision not to purchase luxury automobiles" dimension, there were no significant differences found in the other dimensions according to the results of the analysis of variance. The recommendations for business strategies for industry players based on this study are as follows: (1) Establish a "safety" brand; (2) Consider the value of automobiles from the customer's perspective; (3) Build a corporate culture that seeks future viability; (4) Develop marketing and operational strategies: 1. Clearly define the positioning, 2. Integrate existing marketing resources, 3. Maintain continuous operation and implement rolling adjustments.