¡@¡@Automobles are those highest price goods beside houses. They are a symbol of status and wealth in the past, but nowdays, almost every family can afford them. An automoble is more than a tool of travaling, but also an attribute of life style and values. Therefore, the decision factors of buying an automoble are more complicated, and the demands of consumers are more and more diversificated. For these reasons, automoble manufacturers have to develop more varied types of automobiles to fit market trends and consumer needs.
¡@¡@To conclude the trend of Taiwan automobile sales, RV(Recreation Vehicle) is increasing rapidly for the recent years because of the favor of consumers. The sales of SU(Space Utility) is about 55%, and MPV(Multi-Purpose Vehicle) is the best saler type, so MPV is one of the trand of Taiwan automobile market.
¡@¡@The beginning of Taiwan MPV history is Mazda introduced Premacy at April 2001, an obviously increasing period was after the introduce of Mitsubishi Savrin at September 2001, till September 2004, Toyota Wish introduced, the MPV segment was getting into maturity. In 2005, Mazda, Mitsubishi and Toyota contained more than 90% sales of Taiwan MPV, so the centralization and average sales of MPV is more than other segments.
¡@¡@To analize the marketing strategies of main MPVs, this research choosed the owners of Mazda Premacy, Mazda 5(which is the next type of Premacy), Mitsubishi Savrin, Mitsubishi Inspire(which is the second brand name of Savrin) and Toyota Wish to study about ¡§present car and previous car¡¨, ¡§important factors of buying¡¨, ¡§satisfication level of present car¡¨ and ¡§personal information¡¨ by questionnaires. The investigation was during April 22 to May 7 2006, and received 63 complete questionnaires.
¡@¡@According to the research, the owner of MPV is 76.2% for male, average 34.9 years old, 57.1% for colledge or more, 66.7% for marriaged and have kids, 49.2% for two generations family, average 4.4 persons per family.They are 54.0% by car-loans, 47.6% consulting their spouses, 50.8% replace-buy, because 30.2% for Ex-car was too old to use, mainly information was from magazines, and prefer allowance promotions(39.7%). They think highly of ¡§safety¡¨, ¡§exterior¡¨ and ¡§public praise¡¨ when buying a car.
¡@¡@Among main MPVs, Premacy has no superior items, but service inferior items, Mazda 5 has performance superior items, but service inferior items, Savrin has service superior items, but economy inferior items, Inspire has service superior items, but economy inferior items, Wish has service and funcation superior items, but economy and performance inferior item.
¡@¡@In the end, this research use IPA(Importancd-Performance Analysis) for a tool to analysis and suggest the future strategic actions, such as Premacy is suggested to improve ¡§after-sales service¡¨, ¡§brand image¡¨, ¡§variability of seats¡¨ and ¡§durability¡¨, Mazda 5 is suggested to improve ¡§variability of seats¡¨, Savrin 2.0 is suggested to improve ¡§discount¡¨, ¡§price¡¨ and ¡§breaks¡¨, Savrin 2.4 is suggested to improve ¡§discount¡¨, Inspire 2.0 is suggested to improve ¡§breaks¡¨, Inspire 2.4 is suggested to improve ¡§breaks¡¨ and ¡§saleman service¡¨, and Wish is suggested to improve ¡§assembling quality¡¨.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0724106-002350 |
| Date | 24 July 2006 |
| Creators | Chen, Ching-lung |
| Contributors | none, none, none |
| 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-0724106-002350 |
| Rights | not_available, Copyright information available at source archive |
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