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    請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114410

    題名: 台灣奧迪汽車之SWOT與品牌價值分析
    其他題名: Switch analysis and brand value of Audi in Taiwan
    作者: 李瑞珍;Lee, Jui-Chen
    貢獻者: 淡江大學會計學系碩士在職專班
    方郁惠;Fang, Yu-Hui
    關鍵詞: Brand Image;Marketing strategy;perceived value;SWOT;行銷策略;知覺價值;品牌形象
    日期: 2017
    上傳時間: 2018-08-03 14:51:40 (UTC+8)
    摘要:   不論在哪個國家,汽車市場乃是眾兵家必爭之地,汽車絕對是帶動全球經濟發展不可或缺的產業之一,而在豪華車市場裡,奧迪家族的德國純正血統以及品牌知名度更是競爭優勢,而Audi行銷策略維持一貫的低調奢華,卻能在全球豪華車市場拿下一席之地,故本研究除針對行銷策略提SWOT分析。


    The passenger car market, which is definitely one of the indispensable industries to promote global economic development, has strategic position in every country. In the luxury car market, the Audi family’s competitive advantages come from its German origin and brand awareness. While Audi’s marketing strategy keeps a consistent low-key luxurious style, it still wins a place in the global luxury car market. Therefore, the study focuses on SWOT analysis from marketing-strategy’s perspective.

    All industries were suffered seriously by global financial crisis in 2008. After economic recovered in 2010, domestic and foreign car factory increase investment in new-fashion and fuel-efficient cars to catch up car market’s next growth period. How Audi gains a competitive edge in global vehicles market while it cannot have impressive performance in Taiwan is one of key directions in the research.

    From interview with industry expert, we can understand more about Taiwan consumers’ perception of Audi’s brand. Why Audi’s annual sales volume is far less than one-fourth of number of vehicles registered in 2016 by Mercedes-Benz, which is also German well-known brand? Last but not least, we can get further information on the bottleneck Audi faces in Taiwan via discussion with professional managers of different functions.
    顯示於類別:[會計學系暨研究所] 學位論文


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