消費者生活型態市場區隔及行銷策略分析 —以汽車市場為例

Abstract

隨著市場貿易自由化的情況下，國人對於汽車品牌、種類等都有更多元的選擇，且由於國際油價的攀升以及全球暖化的問題出現，對汽車的購買問題逐漸受到國人的重視，刺激了新能源車輛的需求市場。本研究將針對汽車消費者市場進行研究探討，觀察的不同生活型態對消費者購買汽車意願會產生什麼影響。

本研究以汽車消費者作為研究對象，採問卷調查法來蒐集資料。研究架構採用EBM模型，以生活型態變數及人口統計變數進行市場分隔，分析汽車消費者的消費行為，得出各個市場區隔的消費特性和特徵。本研究以SPSS進行統計分析，採用因素分析、卡方檢定、集群分析、變異數分析等統計方法來分析樣本資料。

研究結果顯示，可以透過生活型態來有效區隔汽車消費者市場，各區隔市場在性別、職業、資訊來源、產品屬性評估準則以及汽車來源方面有顯著差異。最後，根據研究結果，提出針對不同市場區隔的行銷建議，以供汽車業者未來在選定目標市場以及擬定行銷策略時參考。

With the trade liberalization, people have more choices for the brand or types of automobiles. Besides, people are pay attention to the fuel cost and emissions of automobiles because of the raise of international gasoline prices and global warming problems. This phenomenon stimulates the demand for alternative fuel vehicles market. This study investigate automobile consumption market, and find different life style would segment what kind effect for consumers.

This study uses consumers of automobiles as research objects and uses questionnaire to collect data. The EBM model is used as a conceptual framework; ind addition, the lifestyle and demographics variables are used as a basic for market segmentation. After analyzing the purchasing behavior of car buyers, we describe the characteristics for each segment. This study uses SPSS statistical analysis and all data analyzed with factor analysis, Chi-square test, cluster analysis, ANOVA analysis.

The results showed that consumers of automobiles could be effectively segmented by lifestyle variables. Among the three segments of consumers, gender, occupation, sources of information, product properties and sources of automobiles all are manifested significantly predictions of product choice. Finally, according to the results of study, marketing strategy is proposed for the three different segments.