隨著近年來石油油價的飆漲與經濟的不景氣，造成汽車銷售市場逐年萎縮，各車廠在製造端沒有獲利的情況下，紛紛將目標轉為仍有廣大需求的售後服務市場，藉由在售後服務端的努力，使得業績得以維持不墜，並為各車廠帶來不少的營收。但各車廠在規劃服務活動時，常會遇到一些執行上矛盾或衝突的決策。本研究目的即在藉由分析客戶的返廠資料，針對已知的影響消費者返廠因素，區分出其重要性與影響程度，以作為後續相關人員在規劃服務活動時決策的參考。 本研究將四項已知的影響因子依據K-mean分群法與業界標準，訂定四項評估指標，再將返廠資料按照車型類別分成六群，分別進行評估，並將得出的結果以決策樹模型分析，找出具有影響的因子，區分出其重要性與影響。 本研究得到的結果如下：1.四項因子對消費者返廠保養的影響程度，其重要程度為返廠頻率 > 車齡 > 油價 > 區域。2.此次研究所得出的六種消費者返廠保養特性，可作為後續各車廠規劃服務活動時之參考。 Recently, the dramatic raise of the oil price and economic recession result in the downturn of the automobile market. Under the situation of earning a little profit, those automobile manufacturers shift their target to the after-sales markets, which still have big demand. With the effort made at after-sales side makes the sales volume stable and brings the considerable turnover to the manufacturers. However, manufacturers often find that there are conflicts existing between strategies when planning the service activities. This research analyzes the customers’ maintained data. Aiming at the known factors that effect the consumers' maintenance preference, we attempt to discriminate the importance and effect level of these factors in order to provide the management reference information for planning the service activities in the future. We define four evaluation indices by using K-mean clustering to group the 4 known factors and industry standard. Further, we divide the maintenance data into six groups according to the car series and analyze with one of decision tree technique CART. The significant factors are determined and their importance and effects are discriminated. The result of research shows: (1) The importance level of 4 factors for consumers' maintenance preference is that the first most important factor is frequency, the second is age, the third is oil price and the forth is the area. (2) The result of this research for six kinds of consumer’s maintenance feature can be a reference for further service activities planning.
