台灣人口結構改變對汽車產業的影響-以TOYOTA和LEXUS車型為例

本研究旨在探討台灣人口結構改變對汽車產業的影響，以往研究僅針對臺灣的汽車產業相關因素進行研究，尚無以人口結構改變對汽車銷售量的實證發現或研究，本研究以台灣人口變動趨勢改變工作年齡人口結構，造成台灣家庭收入與消費支出之變化來對照近幾年汽車銷售量的結果，嘗試以此分析結果來提供汽車公司在行銷與經營之參考。經人口推移及汽車銷售量之相關圖表分析探討，建構本研究之研究架構，探討人口結構改變對國產車與進口車及新車與中古車其銷售市場之影響，並以台灣為區域變數考量，以驗證對汽車產業之影響程度。在實證研究方面，針對臺灣上市且市佔率最高的汽車公司所代理的兩款車型近11年的銷售量進行分析研究，本研究結果發現： 1.近20年來雖然總人口持續成長，但三次最高汽車銷售量已經產生逐次遞減。 2.工作人口的年齡遞增，家庭可支付所得逐年提升，使進口車銷售量逐年成長。 3.近幾年來中古車過戶數皆為新車銷售量的2倍，與新車銷售量息息相關。 4.消費者在選購中古車時，以價格為首要考量、品牌次之。

關鍵字

人口結構；汽車銷售量；國產車；進口車；中古車

並列摘要

This study explored the effect between the automotive industry with the changing structure of Taiwan's population. There were not much previous research on this issue, and then only for Taiwan's auto industry-related factors. There were no empirical findings or research concerning the changing in structure of population. This research invested the structure of working age with the changing Taiwan’s population structure, resulting in changes in household income and consumption expenditure, and the impact on development of the automotive market. We attempted to analyze the results in order to provide a reference guide to car companies for marketing and management purposes. We constructed a research framework of this study by analyzing the graph of the relevant population and car sales chart, and explored the impact of changes in the demographic structure of domestic cars and imported cars and the new cars and used car sales market. We considered Taiwan as a local variable to verify the extent of the impact on the automotive industry. In empirical research the highest market share in Taiwan listed for automobiles by agents of the two models sold in nearly 11 years of analysis and study, results of this study found that: 1.Although the past 20 years the population continues to grow, but the three highest selling car brands had seen a gradual decline in sales. 2.With the working population ages increasing, household income increased year by year that the imported car sales are growing year by year. 3.The used car sales in recent years were double compared to the new car sales and showed a positive correlation with the new car sales. 4.When consumers buy used cars, the main concern is the price, and then brand.