汽車行業已經發展了一百多年。由於價值鏈較長，供應鏈範圍廣泛，直接和間接就業人數眾多，所以在世界和許多國家的經濟中經常發揮關鍵作用。同時，由於技術含量高，進入壁壘高和供應鏈深度整合，汽車產業保持了穩定的結構。 近年來，互聯網（IoT）在社會上引起了更多的關注。硬件，軟件，商業模式和服務等方面的創新正在改變我們每一天的生活。一些行業和客戶的要求受到互聯網的影響。一些行業受到嚴重衝擊，例如阿里巴巴（Alipay）之於互聯網進入或Airbnb之於酒店業務。 客戶滿意度的競爭是公司發展和戰略的關鍵要素之一。客戶需求直接影響客戶滿意度;快速變化的客戶期望迫使公司做出迅速反應。創新是創意的應用;這可能是滿足新出現的客戶期望的方式之一，並提高客戶滿意度。 本研究將重點關注汽車產業;豪華品牌汽車公司因其創新的品牌認知和策略而被選中。本研究是基於與供應商，汽車製造商，經銷商和客戶等價值鏈夥伴的訪談。通過半結構化訪談和次級文件收集的方法，調查了互聯網技術如何影響產品和售後服務的創新以及汽車行業的客戶滿意度。 從分析收集和回顧行業實踐的數據得出的結論可以作為汽車行業參考，用於製定創新戰略和經營策略，以適應加速變化的商業環境。 / The automotive industry has been developing for more than 100 years. Because of the long value chain, the wide range of supply chain and the high amount of direct and indirect employments involved, it always plays a key role in the economy of the world and many countries. Meanwhile, because of the high technology, the finance entry barrier and the deeply integrated supply chain, the structure of automotive industry remains stable and consolidated, so far. In the recent years, the Internet of Things (IoT) has attracted more attention in the society. The innovations on hardware, software, business models and services etc. are changing our life every day. Some industries and customer requirements have been impacted by the IoT, either visibly or unconsciously. Some industries have been heavily disrupted, e.g. the internet finance by Alibaba (Alipay) or the hotel business by Airbnb. The competition in Customer Satisfaction is one of the key elements of a company development and strategy. The customer requirement affects customer satisfaction directly; the fast changing customer’s expectations are forcing the companies to react dynamically. Innovation is the application of new ideas; this could be one of the ways to meet newly appeared customer’s expectations, and improve customer satisfaction. This study will focus on automotive industry; a luxury brand automotive company is selected due to its innovative brand equity and strategy. The study is based on interviews with the partners in value chain such as suppliers, automotive manufacturers, dealers and customers. With the help of semi-structured interviews and secondary documents collection, this study investigates how the IoT technology impacts the innovation on product and Aftersales, as well as the customer satisfaction in automotive industry. The conclusions drawn from analyzing the data collected and reviewing the industry practices can be used as a reference by the automotive industry for making innovation strategy and business strategy in order to adapt to the accelerated moving environment.