產品定位對促銷策略影響之研究—以台灣休旅車為例

近年週休二日及民眾生活型態的轉變，汽車消費結構也有轉變的趨勢。消費者對於汽車的需求除了以往代步功能外，也期望汽車能提供更多額外的功能。而休旅車是目前能夠滿足消費者多方需求的車款，因此帶動休旅車市場的興起。對休旅車業者而言，產品定位與促銷策略是企業維持競爭優勢及產生利潤的重要機制。由廠商面來看，適當的產品定位可以引起消費者的注意，進而產生購買意願。另外，搭配促銷策略的運用，可以提早消費者的購買時機及強化購買意願。基於此，本研究以公司資源能力與市場特性對產品定位的影響進行研究，進而針對年齡、經濟狀況、生活型態、及產品價格四個產品定位的變數對促銷策略影響進行分析。本研究主要針對台灣汽車業市佔率前四大的公司進行訪談，以個案研究的方式進行，得到的結論如下： 1.公司有形資產對產品定位影響不大，但無形資產中的母廠形象對產品定位具有影響。 2.藉由消費者特性的不同劃分出目標市場，進而發展產品定位。 3.市場競爭越激烈，廠商使用的產品定位方式越多元，進而價格促銷使用的方式越多樣。 4.針對產品為中低價格、消費者經濟狀況普通、及年齡越低者，廠商應使用價格促銷。消費者生活型態為自我實現者或經驗者，使用非價格促銷較適當。

關鍵字

資源基礎理論；促銷策略；產品定位；休旅車

並列摘要

Due to the implement of the two days off each week and the changes of the lifestyle, the consumption structure of the automobile market in Taiwan has also changed in recent years. Customers expect that car can offer more functions in addition to the basic transportable function. Therefore, the recreational vehicle was created satisfy with the diversified needs for consumers and result in the emergence of the recreational vehicle market. Related research papers revealed that “product position” and “promotion strategy” are the critical factors for enterprises to maintain the competitive advantages and make profits. Adequate product position will not only come into the notice of consumers but also let consumers have the intention to purchase. Combine with the use of promotion strategy, the enterprises could induce the consumers to purchase early and strengthen their purchase intention. Consequently, this research first studies the product position which is influenced by the resources and abilities that the enterprises own and the characteristics of the recreational vehicle market. Moreover, this research analyzes the promotion strategy which is influenced by these four characteristics (age; economic situation; lifestyle; price) of the product position. This research primarily uses case study to interview four auto markers enterprises which have largest market share rate in Taiwan. The results are as below: 1. The product position is not influenced by the tangible assets of the enterprises, but is influenced by the in tangible assets of the brand of the parent company. 2. By the different characteristics of consumers, the enterprises could segment the target market and develop the product position. 3. When the enterprises are in the more competitive market, they apply the diversified ways of product positions and price promotions. 4. Product that to targeted at middle and low price, lower middle class consumers and young age, enterprises should adapt the price promotion strategy. When lifestyle of the consumers is self-achieved and experienced, the enterprises should adapt non-price promotion strategy.