共享汽車在台灣的市場潛力研究 – 以台灣北部縣市為例

RESEARCHING EARLY MARKET POTENTIAL FOR CARSHARING IN TAIWAN: A CASE STUDY OF CITIES AND COUNTIES IN NORTHERN TAIWAN

陳昶宏(Chang-Hong Chen)

指導教授 ： 沈永正

元智大學/管理學院/管理研究所/碩士(2009年)

https://doi.org/10.6838/YZU.2009.00069

摘要

使用共享汽車(Carsharing)作為交通運輸的方案出現在歐、美、日等國家，各個地區之市場潛力研究正在興起，但卻未見共享汽車在台灣市場潛力的研究。本研究的目標是以共享汽車與自用車、租用車間的獨特性變數將消費者分群，透過共享汽車的使用意願變數與人口統計變數得知集群的特徵，並且提供行銷方面的建議。
研究發現總體受訪者有半數以上對共享汽車產生興趣，其使用意願略低於自用車但大大高於租車，透過因素分析與集群分析將消費者分成四個集群，分別是追求多樣化、”車”思熟慮、環保尖兵與斤斤計較，進而得知四個集群間相同與不同的特徵。最後，本研究建議一個總體行銷策略來推廣共享汽車在台灣的知名度，也建議共享汽車公司應根據不同的集群選擇不同的行銷策略：首先，應先放棄經營”車”思熟慮集群，再將有限的行銷資源以不同的產品與廣告策略先集中在環保尖兵與斤斤計較集群，待公司營運達到一定利潤或規模後，再經營追求多樣化之集群。

關鍵字

共享汽車 ； 市場潛力 ； 因素分析 ； 集群分析

並列摘要

Carsharing is an existing transportation program in the Europe, the United States, Japan and other countries. The research of carsharing market potential was rising in various regions, but not for Taiwan. The objective of this study is to do the market segmentation by carsharing unique factors comparing to cars and rental cars, then to find the characteristics of the cluster by further analyzing the use of car-sharing variables and demographic variables, and then to provide marketing advice.
Overall, more than half of the respondents are interesting in carsharing program and the willingness of carsharing is slightly lower than car, but is much higher than car rental. Through factor analysis and cluster analysis, customers are divided into four clusters which are diversification, car consideration, the vanguard of environmental protection and calculating guy, afterward the same and different characteristics are identified between four clusters. Finally, this study suggests an overall marketing strategy to promote the visibility of carsharing in Taiwan, and also suggests that carsharing company should apply different marketing strategies on different clusters. First of all, company should give up the cluster of car consideration. Secondly, company should concentrate their limited marketing resources on cluster of environmental protection vanguard and calculating guy with different products and advertising strategies. When operational profit achieves certain level, carsharing company can start to run a business on the cluster of diversification.

並列關鍵字

Carsharing ； market potential ； factor analysis ； cluster analysis

參考文獻

[18] Elizabeth S., Larry M., “Bringing Carsharing to your community” City Carsharing, 2006.

[1] Susan Shaheen, Daniel Sperling, and Conrad Wagner, “Carsharing in Europe and North America: Past, Present, and Future,” Transportation Quarterly, Vol. 52, No. 3, Summer 1998, pp. 35-52.

[3] Moshe Safdie, “An Architect’s Vision,” The City After the Automobile, Stoddart (Toronto), 1997.

[8] Susan Shaheen, Adam Cphen, and J. Darius Roberts, “Carsharing in North America: Marketing Growth, Current Developments, and Future Potential,” Transportation Research Board, Nov., 2005.

[10] Litman, T., “Evaluating Carsharing Benefits,” In Transportation Research Record, 2000, pp. 31-35.