本研究旨在探討影響產品定位策略意圖之因素,以國內汽車業改款為例,並希望了解改款對於績效的改善是否有幫助。「產品定位策略意圖」包括「擴大目標市場」與「深耕目標市場」,意指改款時,廠商需思考產品定位是否調整,如有調整則為「擴大目標市場」;如維持原定位,則為「深耕目標市場」。本研究對象為國內汽車前四大國產製造商,分別為國瑞汽車、中華汽車、福特六和汽車與裕隆日產汽車。 本研究經由相關文獻建立研究架構,以「策略群組之競爭者」、「目標市場的消費者特性」、「廠商資源能力」以及「產品特性」對「產品定位策略意圖」的影響進行研究,進一步檢視「產品定位策略意圖」對「績效」的影響以及改款對績效影響的時效性如何。並配合實務現象與理論的驗證,發展本研究命題,希望能找出影響汽車業者改款策略意圖的主因,以及改款對績效的影響,期能提出建議供實務界參考。 經本研究個案分析結果與理論之結合,主要結論如下: (一)國內車廠改款的策略意圖歸納為「深耕目標市場」與「擴大目標市場」,「深耕目標市場」以內裝或配備提升為主,「擴大目標市場」以外觀或顏色改變為主。 (二)影響國內車廠改款的策略意圖主因為「策略群組之競爭者」、「目標市場消費者特性」、以及與改款相關的「廠商資源能力」。 (三)整體而言,國內車廠改款對績效確實有改善,以深耕目標市場的策略意圖對銷售量的提升較為明顯。而改款推出後,對績效改善雖有正向影響,但最多不超過三個月。 根據本研究結果與發現,提出幾項建議,期能提供實務界做參考: (一)改款前,應先確定策略意圖,仔細評估競爭者、消費者以及本身資源能力。 (二)提升產品特性的差異化,增加改款成功機會。 (三)先求目標市場的深耕,再求目標市場的擴大。 (四)提升實力,爭取研發自主性。
The major subject of the study is to explore the factors of the strategic intent of product positioning, and to investigate the performance of face-lift of the automobile industry in Taiwan. The strategic intent as defined in the study includes “strengthening the original target market” and “expanding the target market”. According to the definition of the research, product positioning changes means expanding the target market, whereas deepening the target marget means strengthening the same target market. The method used in the research is case study. Automobile industry is the subject of this study, and we choose four firms which accounts for 85% market share as our example for in-depth interview. Based on literature reviews, we found that competitors, consumers, resources, and characteristics of product may influence strategic intent. Through verifying the logical concept practically and theoretically, we found some propositions and summary of the research as follows: 1.The strategic intent includes “strengthening” and “expanding” the target market. Different strategic intent adopts different way of face-lifting. 2.The major factors of the strategic intent are “competitors within strategic group”, “the characteristics of consumers in target market”, and “resources relating to face-lift”. 3.The performance of face-lift is generally positive, especially when taking strengthening target market intent. However, the influence of face-lift only persists for three months. According to the result of the research, there are some suggestions: 1.Before face-lifting, the firm should assess the “competitors”,”consumers”, and “resources” faced. 2.Continue to differentiate the product in order to increase the probability of success. 3.First priority of the firm is to strengthen the target market, and then expand it. 4.Ehance the capability of enterprise in order to get more power of R&D which lead to the success of face-lifting..