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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32000

    Title: 國內汽車消費者生活型態與市場區隔之研究
    Other Titles: A study of consumer lifestyle and market segmentation of domestic automobile
    Authors: 郭恬宜;Kuo, Tien-i
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    黃志文;Huang, Chih-wen
    Keywords: 國內汽車;生活型態;市場區隔;Domestic Automobile Consumers;Lifestyle;Market Segmentation
    Date: 2008
    Issue Date: 2010-01-11 01:31:50 (UTC+8)
    Abstract: 汽車自1886年被發明以來,無疑已是現代人最重要的交通工具之一,但當使用者在車上的時間愈長,使用車輛的次數則愈頻繁,汽車已不只是移動的工具,一種新的移動生活型態已然成形。過去,價格是汽車業者有力的競爭武器,然而,現今汽車業者為了創造與其他競爭者之差異化來源,其必須瞭解消費者的屬性、生活習慣、嗜好及家庭特徵等等,區隔目標市場並且鎖定目標消費族群,以及設計滿足區隔目標消費族群需求之產品才是致勝關鍵。





    Car has been one of the most convenient transportation ways since 1886. The longer people stay in the car, the more frequently they use it. Car is not only a transportation vehicle, but also a new lifestyle we have. In the past years, pricing was the most powerful competitive strategy in the automobile market. However, in order to differentiate from competitors, car vendors have to investigate the attributes, lifestyle, hobby and characteristics of family of consumers, segment markets and targeted groups of consumers and design.

    This study is to segment the domestic automobile markets according to lifestyle variables of various consumers. By using demographic variables to explore consumer behaviour of domestic automobile consumers, we will test the significant differences in various lifestyle groups.

    There are total 629 copies of complete questionnaire collected in northern Taiwan. This thesis adopts major statistical methods including Descriptive Statistics Analysis, Factor Analysis, Cluster Analysis, Discriminant Analysis and X2 Analysis to analyze.

    Cluster Analysis was carried out to divide domestic automobile consumers into three clusters, namely, “cluster of family discipline”, “cluster of external-control behavior” and “cluster of social energetic”.

    According to the main findings of this study, it shows that the demographic variables such as age, marriage status, occupation and average income have significant differences.

    Finally, this thesis proposes competitive product marketing strategies based on different characteristics of market segmentation to be reference when domestic car vendors shape their marketing strategies.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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