台灣進口車複式品牌經營策略之研究－以裕隆通用汽車股份有限公司為例

Abstract

隨著汽車市場自由化及全球化的浪潮下，競爭逐漸增加，各車廠為了儘快推出新產品，投入研發的成本便節節高升。在此環境下汽車產業無論是在新產品的研發或是在市場拓展上來看，單一個體企業在有限的資源及市場的限制之下，面對此競爭壓力，很難有所突破，更不用說是具備差異化的實力。因此各汽車廠紛紛尋求合作，以前所未有的速度合併，整合汽車品牌遂成為國際車廠擴張全球版圖的首要策略。各汽車集團在致力於產品開發與資源共享的同時，也逐漸整合旗下行銷資源，將代理權做進一步的整併。在台灣市場，擁有財力、資源的汽車代理集團興起，進口車經營走向品牌集中化的局面。在這強烈競爭的環境及有限資源下，進口車品牌如何擬定策略，創造擁有高於其他競爭對手的競爭優勢(Competitive Advantage)，並讓此競爭優勢延續，而具有持續性競爭優勢(sustained competitive advantage)，是一項相當重要的課題。 本研究將以個案分析模式，首先以Porter五力分析模式，來了解產業的競爭態勢。由卓越能力分析確認個案公司的強點與弱點。最後由S.W.O.T分析推導出個案公司的理論策略。此外經由訪談了解個案公司的實際策略。檢視理論策略與實際策略，並做比對。最後提出對該個案公司的建議。

Along with the trend of liberalization and globalization in the automobile market, the competition increases gradually and in order to invent new products, the cost of research and development increase steadily. In this environment of automobile industry, no matter the research and development of new products or market extended, one company with limited resources and markets is hard to be breakthrough and it goes without saying with the differentiated capability.

Therefore, every automobile company look for cooperation and prompt consolidation that we have never seen before and the brandings integrated of automobile become the primary strategy in expedition. Besides, each automobile groups is devoted to product developments and share resources, it integrates marketing resources and dealership as well. In Taiwan market, the groups of dealership growth which hold financial and resources ability and import car business is going to be centralization. In such strongly competitive environment and limited resources, it is a very important topic that how to make strategy, create more advantageous position than other competitors, continuing and sustaining the competitive advantages.

The research is analyzed by case study, using Porter, Five Force Models and realizes the competitive situation in the industry. Distinctive competencies affirm as the strengths and weaknesses of the company and it was inferred to the theoretical business strategy. Comparing to the theoretical business strategies and realistic which were from interviews and then addresses suggestions to the company eventually.