汽車品牌美學與行銷績效的相關性研究

王昊駿

doi:10.6840/cycu201600647

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汽車品牌美學與行銷績效的相關性研究

The Implication of Aesthetics Philosophy Applying in Automobile Industry--How Aesthetic Dominate Brand Positioning

王昊駿 , Masters　　Advisor：林瓊菱　　

繁體中文 DOI： 10.6840/cycu201600647

五感美學；品牌識別；消費者知覺； Five sense of aesthetics；Brand recognition；Consumer perception

Abstract │ Reference (30) │ Altmetrics

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The article was studied from the historical evolution of the automotive industry, including how the automotive industry affected by the changes of technology innovation and social climate and to set up the marketing strategies or exterior design. With the international technology exchanges and acquisitions, automotive manufacturing and design began to focus on the development of part of its own aesthtic brand identity and uniqueness. The development of automobile industry has been possible to European cars, American cars, Japanese cars and Korean cars which are the main categories of the automobile.
As more and more countries start the development of own-brand cars, including many regional brands, the research is on the basis of sales of Taiwanese market in 2014 among the top ten automotive brands and plus Hyundai for the study to explore the implication of aesthetics and marketing performance. Research and literature for this thesis topic was collected and designed by life aesthetics as the main framework.
The diversification of automotive brand is not only for the top of the pyramid consumers, but also benefit to the general consumers, they also have the opportunity to buy their own car. Therefore, the automobile has become an essential part of human life. In this context, how to design automobile and make it to link the lifestyle of consumers has become the company's main strategy. And thus the concept of this construction as the next study. The questionnaire survey was conducted brand aesthetic satisfaction questions for the public, supplemented by interviews with experts to verify automobile brand marketing aesthetics and performance implication.
For the consumers, automobile is definitely no longer just a means of transport only, but kind of inner self reflection character or values, so in addition to car performance, thel aesthetic design of the brand must be moved to the hearts of consumers, therefore, it is important to form consumer brand constancy and permanent, at the same time to influence the actual sales figures.
Keywords: five senses of aesthetics, brand recognition, consumer perception

Reference ( 30 ) 〈TOP〉

[4] 江文仁，2013，以消費者觀點探討電動汽車推廣策略之研究，台北，國立台北大學機電整合研究所畢業論文。
連結：
[22] Minu K., 2014, Enhancing Consumers' Affection for a Brand Using Product Design, Journal of Product Innovation Management.
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[25] R. C. Gonzalez and R. E. Woods , 2002, Digital Image Processing second edition, Prentice Hall.
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[26] Roland Barthes, 1957, Mythologies, France, Les Lettres nouvelles.
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[27] Soloman, Michael R., 2009, Consumer Behavior: Buying, Having, and Being,
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