| 摘要: | 汽車已經成為大多數人出門代步的必需品，汽車保養維修需求也跟著增加，原廠及坊間保修廠競爭激烈，要在市場如此競爭的環境下保有競爭優勢，除了要有專業技術、快速的服務流程，優質的服務品質也很重要，更重要的是要讓車主值得信賴，如何讓顧客滿意已經成為各行各業的致勝之道。
過去很多消費者在汽車保養維修時，對於不斷攀升的維修費用以及對於維修業者的不信任感，有不好的消費體驗。本研究探討台灣汽車維修廠的行銷策略，選擇Ａ公司為個案研究對象，個案公司努力經營二十餘年，幫助客戶解決車的問題，致力於為車主提供完善的保養及維修服務，創辦人以同理心，將顧客的車視為自己的車，施工前有完整報價，不做無謂的更換，本著安全第一與物盡其用的理念，創立之初的願景，就是要成為專業且消費者值得信賴的汽車醫生，堅持不以銷售為目的，不以業績利益為目標，反而在這高度競爭的產業中脫穎而出，在業界領域成為標竿，實屬不易。
本研究針對汽車維修產業行銷策略探討，並進行SWOT分析，以質性方法來做研究分析，經分析探討後，歸納出個案公司深受客戶信任與認同原因如下：：（1）明確的市場定位與市場區隔；（2）堅持信念以同理心獲取消費者認同；（3）立志成為消費者值得信賴的汽車醫生，以解決顧客問題為宗旨，不讓消費者有無謂的消費，致力達成顧客滿意，以顧客為導向；（4）從傳統汽車維修廠不斷提升專業技術與服務，成為顧客依賴的專業汽車服務中心；（5）目標簡單堅定，深耕經營二十餘年，深受客戶信任與認同，願意分享推薦並持續回流。
本研究深入分析個案公司如何在高度競爭激烈的汽車保養產業中，研擬良好的行銷策略，讓顧客感到滿意的服務流程，歸納出一個符合驗證的行銷策略模型，提供業者在汽車維修產業未來發展的參考，並提供同業做為行銷策略參考的依據。;Cars have become a necessity for transportation to the majority of people, leading to the increase in the demand for car maintenance and repairs. As the car maintenance business is fiercely competitive between original factories and car shops, not only are professional techniques, rapid and smooth process, high-quality customer services required is also very important. In order to win the trust of car owners, customer satisfaction is considered the key to success in the business.
In the past, consumers have a strong sense of distrust toward car maintenance shops due to the rising maintenance costs. This research explores the marketing strategy of one of Company A, a Taiwanese auto repair shop, into a case study. The case company was established 20 years ago, and known know to providing car owners with comprehensive maintenance and repair services while repairing their cars. The founders emphasize on treating all customers’ cars as their own, thus must serve their customers with empathy. Quotes must be provided and approved by customers prior to repair, and unnecessary replacement of parts are avoided at all time. With safety as the top priority while making the best use out of all parts, the founders vows to be a professional and reliable car doctors. They aim to avoid running their business for sales or profit only, but to lead the auto repair industry with quality. They had successfully become a benchmark in the industry in Taiwan.
This research focuses on the discussion of the marketing strategy of the automobile maintenance industry through SWOT analyses and qualitative analyses. Upon analyses, it is concluded that Company A is welled trusted and recognized by customers with the following reasoning：（1）Clear market positioning and market segmentation;（2）Persistence belief to obtain consumer recognition with empathy;（3）Determined to be a trusted car doctor for consumers, with the purpose of solving customer problems, preventing consumers from unnecessary consumption, and striving to achieve customer satisfaction, and be customer-oriented;（4）Continuously upgrade the professional technology and service from the traditional auto repair factory, and become a professional car service center that customers rely on;（5） The goal is simple and firm, has been operating for more than 20 years, deeply trusted and recognized by customers, and is willing to share recommendations and continue to return.
This research analyzes the development of good marketing strategies in the highly competitive car maintenance industry and the maintenance of high customers satisfaction with their specialized service process of case company A in depth. A validated marketing strategy model is summarized for the car maintenance industry as a reference for marketing strategy. |
