在這個科技大躍進、資訊如洪流般的時代,世界各廠的產品不斷推陳出新,深怕稍有恍神就會被淹沒,唯有透過持續創新才得以滿足或改變消費者需求與偏好,並快速掌握市場新契機,近年我國電動機車產品有了嶄新樣貌,為市場注入活水,同時考量到全球趨勢、產業發展、環境與能源議題,電動機車對我國而言極具重要性,亦是政府多年來積極推動的重點項目之一,因此若能掌握消費者偏好與有效市場區隔,將可消弭市場供需間的資訊不對稱,有助於電動機車市場的推動與發展。 本研究鎖定北中南三區的高潛在消費者為研究對象,利用聯合分析法探討消費者選購電動機車的偏好結構,歸納出消費者重視之產品屬性包括「品牌」、「車階」、「售後服務」、「創新功能」、「造形」;並利用集群分析法依消費者對產品屬性之偏好進行集結,發現目前我國消費者可分成三個偏好迥異之群體,分別為「品牌導向群」、「性能導向群」、「實惠與全面導向群」;接著運用區別分析建構出一個預測模型,得以透過背景變數有效預測消費者之偏好。另外也利用各區隔變數劃分市場並剖析其偏好異同,事後描繪出各區隔消費者的具體樣貌;最後根據研究結果提出產品設計與行銷相關建議以供各方參考。
Technological progress and information explosion urge firms to keep launching new products. Continuous innovation is the only way to meet or even change consumers’ demand. In recent years, there have been many changes in Taiwan’s electric scooter industry, and it devotes energy to the market. In terms of the viewpoints from global trends, industry development, environment and energy issues, electric scooters are truly vital for Taiwan. Therefore, grasping the consumers’ preference and effectively market segmentation can not only eliminate information asymmetry between suppliers and buyers but also be quite helpful for market development. The study chose high-potential consumers from different areas as research target, and then utilized conjoint analysis to clearly understand consumers’ preference for purchasing electric scooters. The product attributes consumers mainly consider include brand, vehicle level, support services, innovative function and style of electric scooters. Besides, consumers were clustered into three groups successfully. Furthermore, a prediction model was constructed for predicting consumers’ preference structure through background variables. In addition, some of statistics methods were conducted for analysis and depicted characteristics of consumers in specific segments. Finally, according to the analysis results, firms will be provided with suggestions on product design and marketing management.
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