以系統動態學建構台灣汽車區域經銷商獲利模式

System Dynamics Approach to the Profit-Making Model of the Automobile Regional Dealer in Taiwan

蕭志同(Chih-Tung Hsiao) ； 黃慧華(Hui-Hua Huang) ； 李健龍(Jian-Long Li)

《臺灣企業績效學刊》 1卷1期 (2007/12) Pp. 105-124

https://doi.org/10.6697/TBPJ.200712_1(1).0005

摘要

汽車產業被稱爲製造業之火車頭工業，其產業關聯效果大，受到許多國家重視。而且汽車的普及率代表一國之經濟與國民生活水準，其製造與銷售之競爭程度，非常激烈。當生產製造日臻成熟時，行銷與售後服務是獲利的主要途徑。事實上汽車的銷售量深受經濟景氣的影響，台灣地區汽車掛牌數於民國1994年創下57萬5千輛的歷史新高記錄後，即持續下滑至2001年更創下近十幾年來34萬7千輛的最低記錄，使得汽車市場銷售競爭加劇。然而台灣汽車市場的銷售主要以汽車區域經銷商爲主，它兼具行銷與售後維修服務之角色，因此形成了複雜的系統。本研究以系統動態學，探討汽車區域經銷商獲利模式之主要結構，嘗試解釋其系統行爲。研究結果顯示：品牌知名度、累積客戶保有車輛數和長期顧客滿意度爲汽車區域經銷商提升獲利之關鍵因素。

關鍵字

汽車區域經銷商 ； 獲利模式 ； 系統動態學 ； 顧客滿意度

並列摘要

The automotive industry is called the industrial locomotive and has significant effects on related industries. A lot of countries pay attention to this industry. The popularity of the automobile represents the economic and national living standard of one's country. As manufacturing matures, marketing and after-sale service are the mainly profit-making factors. The sale in Taiwan's automobile market mainly rely on the regional dealer, it has roles of marketing and after sales maintenance service resulting in the formation of a complicated system. This research uses system dynamics to probe into the main structure of the regional dealer's profit-making model of the automobile and try to explain its systematic behavior. The result of study shows: brand awareness、accumulate retained customer's maintenance car volume and customer satisfaction are the key factors of profit-making for the regional dealer of the automobile in the long term.

並列關鍵字

Automobile Regional Dealer ； Profit-Making Model ； System Dynamics ； Customer Satisfaction

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