小客車的行銷對策--以台北都會區為例

Abstract

本研究鑑於綜觀許多小客車之市場區隔與消費行為論文中，雖各有其獨特的歸納分群，但是分群的結果與商業價值間的關聯性仍覺有美中不足之處，有待進一步引申讓業主容易應用，故引發研究動機。

研究目的擬重新探究小客車之消費者行為，以提供更具實用價值結果為期望，並據結果擬訂行銷對策。根據前述研究動機，提出研究目的如下: 1. 根據生活型態分析小客車消費者集群特徵，作有效的市場區隔。 2. 探討各集群區隔在人口統計與消費者行為等變數上有無顯著差異，並為各個區隔市場特徵作描述。 3. 探討小客車消費者所重視的小客車產品屬性及選擇因素為何。 4. 探討影響各個區隔消費者忠誠度表現之重購意願因素。 5. 依照不同生活型態消費者集群特徵及偏好順序，設計小客車產品屬性組合。 6. 根據各個市場區隔特徵，擬定行銷策略供業者作為產品行銷參考。

研究方法是以EKB消費者行為模式架構，以生活型態變數作為市場區隔之基礎，將人口統計變數與消費者行為變數作為投入變數。分析描述各個市場區隔集群消費者的特性，探究各集群消費者在小客車購車行為的特徵與影響因素。匯整結果提出結論建議，供業者制定具有商業價值的行銷組合，以滿足消費者之需求。資料蒐集是採問卷型式之便利抽樣，而資料分析先以因素分析進行生活型態變數之構面縮減，再以集群分析對生活型態因素構面分群，繼之以多變量分析、卡方檢定等方法檢定各項研究假設。

研究結果顯示，在區隔化後得到『家庭同樂型』、『體現成就型』和『精打細算型』等三個小客車消費區隔市場。並發現各區隔市場消費者有顯著差異的變數為所得、家庭生命週期、購買動機、小客車產品屬性、資訊蒐集等。據其區隔顯著性特徵分析各個區隔所重視的小客車產品屬性及選擇因素，找出影響各個區隔消費者重購意願之因素。最後依其特性提出建議，設計小客車產品屬性並為各個不同區隔研擬行銷策略。

In reviewing many these addressing the minicar market segmentation and consumer behaviors, though each has its own unique conclusion, a blemish in an otherwise perfect thing has been found, in terms of the connection between the results of market segmentation and business values. This is the idea of further facilitating the application in real business that motivates the study.

The research is to re-investigate minicar’ consumer behaviors, providing more information with practical values, and further to propose marketing strategy based on the results. With the above-mentioned research motives, the objectives of this study are as follows:

1. To segment the market effectively, by analyzing the traits of distinct consumer groups’ lifestyles. 2. To investigate the difference between variables in population statistics and those in consumer behavior study, and further to describe the traits of distinct segmented market. 3. To investigate the attributes of minicar which are valued by consumers and which could further influence buying decision. 4. To investigate the attributes of segmented consumers’ loyalty, leading to repeated purchasing. 5. To design a series of combinations of minicar’ attributes, according to the traits and the preferences of distinct consumer groups’ lifestyles. 6. To propose marketing strategy for the reference of product marketing, in the terms of the traits of distinct segmented market.

Methodology: we built up the EKB consumer behavior research model which is based on lifestyles as a variable for the market segmentation and population statistics and consumer behavior as an input variable. Then, analyzed and described different groups of consumer characteristics in each segregated market. Explore the attribute for each consumer group in purchasing the mini-car. After that, we summarized the result and made the suggestion. Suppliers should set up the value-added marketing mix, in order to meet the customers' needs. Information collection is conducted by convenient sampling of survey form. We analyze the data first by the lifestyle factor analysis in order to scale down the sample group. Then, we used the cluster analysis to analyze the lifestyle factor analysis, and then used multi-variance analysis、Chi-square tests as a statistic hypothesis analysis.

The research is appeared vehicle consumer’s market is distinguished by consumer’s purposes into three types of “family entertainment”, “position achievement” and “strict budget control”. It is also revealed that each of them has been affected on the following varieties such as incomes, family life cycle, motivation, products properties and market information gathering. The main factors which have influences on the willing of consumers’ behavior to buy repeatedly are found by analyzing above-mentioned distinctive features which are emphasized on products’ properties and selections. Consequently, suggestions are provided by those specialties to design and draft market strategies accordingly.