In order to be a member of World Trade Organization, Taiwan¡¦s government released the restriction of automobile importing gradually. In this case, accompanied by the fashion of luxury in Taiwan society, there are more and more luxury car brands joined in Taiwan¡¦s auto market. With a mature developing of Taiwan automobile market, increased brands and companies make the market become highly competitive. In such competitive market environment, the brand marketing and product marketing will be the key success factors of competition of luxury automobile market.
The study has two parts. One is using the secondary data collection method and interviewing with the employees of automobile corporations for analyzing the situation of competition of imported luxury car market in Taiwan. The other part is using the empirical analyzing method to investigate the luxury car consumers¡¦ purchasing motivator, satisfaction, purchase-considering factors, brand image awareness, personal attributes and life style. Based on the results of analysis in these two parts, there are some conclusions and advice on brand marketing and product marketing for the car company.
The study found that the market development of luxury hatchback car is at the growing stage, while the development of LSUV market is turning into maturity. And the markets of entry-level luxury car, mid-size luxury car and full-size luxury car are already developed within a steady selling performance every year. The consumers¡¦ needs of luxury car are both in functional and symbolic sides. The brand image of a car will affect consumers¡¦ buying decision. Therefore, car companies can build the specific and unique brand image to satisfy the consumers¡¦ needs and even give the brand a higher value, to stimulate consumers¡¦ interests and purchasing intentions of the car.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0628107-152827 |
| Date | 28 June 2007 |
| Creators | Chang, Wei-Lun |
| Contributors | none, Tai-Hwa Chow, Pei-How Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0628107-152827 |
| Rights | unrestricted, Copyright information available at source archive |
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