以服務行銷觀點探討台灣豪華轎車市場之經營 --以 M公司為例

Service marketing business perspective to explore Taiwan's luxury car market - In M's case

黃志文(CHIH-WEN HUANG)

指導教授 ： 許嘉文

國立中正大學/管理學院/企業管理學系/碩士(2015年)

摘要

台灣豪華轎車市場已是一成熟的市場，就進口豪華轎車的區隔而言，在近五年來，銷售量頻創新高，其年銷量於2014年達86,021輛之高峰，台灣豪華轎車市場由Mercedes-Benz、BMW、Lexus、AUDI四大品牌佔據，但Mercedes-Benz始終以最大銷售數字贏得領導地位，其成長幅度自2012年領牌數為13,392、2013年16,732、2014年 19,308近三年來皆以平均年成長率20%成長，其中更以個案公司成長最快速，四十餘年來M公司持續以專業的服務及先進新穎的設備，提供頂級的銷售及維修服務，深獲客戶信賴。
本研究係以探索性質化研究方法，藉由對個案公司在台灣以服務業的角度經營Mercedes-Benz成功的案例，提出台灣豪華轎車市場之經營應有以服務行銷取代傳統行銷的必要性，並歸納出服務行銷三構面─互動行銷及內部行銷、外部行銷各構面應實施與執行的作為。

關鍵字

探索性研究 ； 質化研究 ； 互動行銷 ； 外部行銷 ； 內部行銷 ； 服務行銷

並列摘要

Taiwan's luxury car market is a mature market, imported luxury sedan
segment, in the past five years, sales of new high-frequency, its annual
sales reached a peak of 86,021 units in 2014, Taiwan's luxury car market
by Mercedes -Benz, BMW, Lexus, AUDI four brands accounted for, but
Mercedes-Benz has always been to win the biggest selling digital
leadership, its growth rate since 2012 the number of licensing for
13,392,2013 16,732,2014 years to begin nearly three years 19,308 The
average annual growth rate of 20% growth, which is more to China's fastest
growing Benz Automotive Co., Ltd., more than forty years ago, China
Mercedes continuing professional services and advanced new equipment,
provide top sales and maintenance services, well received by customers.
This study was to explore the nature of the department of research methods,
with individual cases in Taiwan at an angle of Mercedes-Benz service
business success stories, the need for management of the luxury car market
in Taiwan due to replace the traditional marketing servicesproposed, and summarized the three facets of marketing services ─
interactive marketing and internal marketing, external marketing various facets should be implemented with as execution.

並列關鍵字

qualitative research ； interactive marketing ； external marketing ； internal marketing ； service marketing ； exploratory research

參考文獻

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