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| 研究生： |
虞正婷 Yu, Shelley |
|---|---|
| 論文名稱： |
SW 汽車公司Omio新車上市計畫 SW motor company “Omio” launch report |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2010 |
| 畢業學年度： | 98 |
| 語文別： | 英文 |
| 論文頁數： | 52 |
| 中文關鍵詞： | 汽車公司 |
| 相關次數： | 點閱：63 下載：0 |
| 分享至: |
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SW 汽車公司Omio新車上市計畫
From a corporate point of the view, in order to make a business decision, there
are several areas of analysis and understanding that needs to be made. These
areas include external environment analysis, internal environment analysis, and
overall business structure analysis. This report provides analysis of the overall
external status that influences the Taiwan automotive industry market, new car
registration report and market trend, New Car Buyer’s Study Report to
understand what the market needs, and what the customers want.
From internal perspective, the corporate needs to understand what the customer
wants, and what the company can provide. Therefore the report will look at the
product strategy, pricing strategy and the financial health of the product based
on the overall recommendation.
1. Introduction .......................................................................................... 5
2. Taiwan Market Overview ..................................................................... 7
2.1 External environment ................................................................... 9
2.2 Automotive industry trend segmentation analysis ...................... 9
2.3 Key competitive players in the market ........................................ 13
3. Taiwan Customer profile .................................................................... 14
3.1 Target customer demographics .................................................. 14
3.2 Target customer psychographics ............................................... 16
3.3 Key purchase reason ................................................................. 17
3.4 Key sources of knowing about the current car. ......................... 18
3.5 Key motivation of purchasing a new car. .................................. 18
4. Product strategy: ............................................................................... 20
4.1 Product Portfolio ....................................................................... 20
4.2 Key competitive feature analysis ................................................ 22
5. Pricing strategy .................................................................................. 25
5.1 Price Band ................................................................................ 25
5.2 Pricing Strategy ........................................................................ 28
5.3 In-line Portfolio Pricing Strategy ............................................... 30
2
6. Business case (financials) ................................................................. 33
7. Marketing launch plan ......................................................................... 37
7.1 Channel strategy ........................................................................ 37
7.2 Service strategy: ......................................................................... 39
7.3 After market accessories: ........................................................... 40
8. Marketing communications strategy .................................................. 42
8.1 Media strategy ............................................................................ 42
9. Public Relations / Events ................................................................... 45
10. Wave II – Launch sustainability Plan ................................................. 47
11. Conclusion ......................................................................................... 49
12. References ....................................................................................... 52
1. Ministry of Transportation and Communications:
Vehicle Registration Report – 1990 ~ 2009
2. New Car Buyers Study research report - 2009 Quarter 1:
3. http://car2tw.com/registration_fee_and_fuel_tax.aspx
4. Internet/Dealer Brochures
5. Media Ratings report
6. WTRG Economics: www.wtrg.com/prices.htm
7. Europe NCAP website: www.euroncap.com
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