以策略行銷4C探討台灣計程車產業的發展－以台灣大車隊為例

The Investigation of Taxi Industry in Taiwan Based on 4C Framework of Strategic Marketing Theory: A Case Study of TaiwanTaxi

易冠鑫(Kuan-Hsin Yi)

指導教授 ： 林宜霓

國立臺北商業大學/財經學院/國際商務系碩士班/碩士(2017年)

摘要

台灣計程車係提供乘客具私密且高品質之運輸服務產業，然而近年大眾運輸系統日趨完善，市場上的需求也逐漸萎縮，且於2013年以共享經濟（Sharing-Economy）之模式登陸台灣的Uber，快速改變台灣傳統計程車產業的競爭模式，成為運輸交通產業間的競爭模式，使計程車產業面臨激烈之競爭環境。因此，本研究以台灣傳統計程車產業之龍頭，台灣大車隊作為個案探討之對象，透過次級資料調查及訪談之方式向台灣大車隊資深主管進行訪談，了解現行商業模式及運營狀況，並藉由問卷調查之方式檢視外顯單位效益成本、資訊搜尋成本、道德危險成本及專屬陷入成本等四種交易成本如何影響消費者之滿意度及再使用意願。研究結果發現，策略行銷4C會顯著影響消費者之再使用意願，且策略行銷4C會透過滿意度間接影響消費者之再使用意願。

關鍵字

計程車產業 ； 商業模式 ； 策略行銷4C ； 滿意度 ； 再使用意願

並列摘要

Taiwanese taxis provide high quality service and also privacy to customers at the same time. However, due to the progressiveness of public transportation system, the declining of the market and the introduction of Uber, the sharing-economy based transportation network company. These factors had greatly impacted the traditional Taiwanese taxi industry. The local taxi companies faced an upcoming competitive environment.Therefor this research aimed to investigate how Taiwanese companies should react accordingly, Through secondary data analysis and in-depth interview with managers from TaiwanTaxi Corpration to understand the business model and the state of operation, also a survey was inducted to test the relation between purchase intention and the 4 different costs, the cost of utility, the cost of information search, the cost of moral hazard and the cost of asset specify.This research had found out that the 4 costs of strategy marketing have great impact on the purchase intention. The cost of utility, the cost of information search, the cost of moral hazard and the cost of asset specify have indirect impact on purchase intention when the satisfaction serve as an intervening variable.

並列關鍵字

Taxi Industry ； Business Model ； 4C Framework of Strategic Marketing Theory ； Satisfaction ； Purchase Intention

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