汽車維修連鎖企業的商業模式分析─以A公司為例

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题名:	汽車維修連鎖企業的商業模式分析─以A公司為例
作者:	范康泰;Fan, Kang-Tai
贡献者:	高階主管企管碩士班
关键词:	商業模式;標準作業流程;關鍵成功因素;汽車維修保養連鎖公司;Business model;Standard operating procedures;Critical success factors;Auto repair and maintenance chain company
日期:	2022-06-06
上传时间:	2022-07-14 13:51:45 (UTC+8)
出版者:	國立中央大學
摘要:	本研究主要探討汽車維修連鎖公司的商業模式，採用質性研究中的個案分析法，選擇A公司為研究對象，資料來源包括次級資料的收集與高階主管的深入訪談。本研究首先回顧個案A汽車維修連鎖公司的創業歷程與發展概況；其次深入探討其商業模式；接著再深入分析個案A公司的標準作業流程與具體運作方式，再從中歸納出該公司的關鍵成功因素，最後做出結論與建議。本研究對象Ａ公司於1999年創業，原屬個人傳統小型汽車維修廠，經過二十餘年來的歷練，累積了豐富的經驗，目前已經擁有十二家直營連鎖門市。個案A公司把客戶的車視為自己的車，以同理心來維修客戶的車，不以銷售為導向，以解決客戶需求及顧客滿意為最高原則，在北部區域內獲得許多客戶的信賴且已經成為消費者心中「值得信賴的汽車醫生」，在高度競爭的汽車維修產業中脫穎而出，享有一定的知名度並占有一席之地。個案公司目前仍持續積極推動展店計畫，其商業模式、連鎖店標準作業流程及成功關鍵因素，堪稱業界的楷模，值得同業參考。本研究針對個案A公司歸納出的關鍵成功因素，包括：1.掌握機會，致力於積極提升競爭力，果斷轉型的經營模式；2.領導者的堅持；3.善用內、外部資源，發揮綜效；4.積極投資機器設備與電腦科技診斷儀器的應用，滿足客戶的期待。經本研究深入分析探討後，本研究整理歸納出下列結論，包括：1.掌握顧客需求，以滿足顧客，為顧客解決問題為首要目標；2.重視技師的經驗累積與傳承，提升員工素質，以提高團隊的服務創新能力；3.持續精進並完善店內的軟硬體設備。個案A公司發展至今日實屬不易，然而近年來隨著汽車產業技術的進步與提升和全球環保觀念的推動，且在新冠肺炎疫情擴散下，汽車產業發生重大變革，市場環境變化多端，且同業間競爭非常激烈，如何保有持續的競爭優勢，達到永續經營的目標至關重要。本研究針對個案汽車維修保養連鎖公司提出下列建議：1.全球汽車電動化的趨勢已逐漸成形，建議業者宜及早規劃因應對策；2.持續優化工作環境的改善，提升服務的附加價值；3.個案公司宜持續培養優秀員工。;This research mainly discusses the business model of auto repair chain companies, adopts the case analysis method in qualitative research, selects Company A as the research object, and the data sources include secondary data and in-depth interviews with senior executives. This study firstly reviews the entrepreneurial history and development of the auto repair chain company A; secondly, discusses its business model; then it analyzes the standard operating procedures of the company A, and then summarizes the key success factors of the company and finally make conclusions and suggestions. Company A was founded in 1999. It was originally a traditional small auto repair shop. After more than 20 years of experience, it has accumulated abundant experience and now has 12 directly-operated chain stores. Company A emphasizes on customer satisfaction, and insist working on each vehicle with the utmost sincerity, and has won the trust of many customers in the northern region of Taiwan. Company A is well-recognized as the "trustworthy car doctor" in the minds of consumers, standing out in the highly competitive auto repair industry.. Company A continues to grow and expand, its business model, chain store standard operating procedures and key success factors can be regarded as a model in the industry and worthy of reference by the industry. This study summarizes the key success factors for Company A, including: 1. Seizing opportunities, committing to actively enhance competitiveness, and strategizing critical business model; 2. Persistency in leadership; 3. Utilizing and incorporating internal and external resources; 4. Actively invest in machinery and equipment, as well as computer diagnostic instruments to meet customer expectations. After the in-depth analyses and discussions, this research drew the following conclusions: 1. Meet customers, tend to needs, and solve problems for customers as the primary goal; 2. Emphasize on the accumulation and pedagogy of technicians′ know-hows, constantly train employees for quality services, and encourage the service innovation ability of the team; 3. Continual enhancement of both the hardware and software equipment in stores. The development of Company A took time and effort over the past few decades. However, in recent years, with the advancing technologies in the automobile industry, the global promotion on environmental protection concepts, and the COVID 19 pandemic, the automobile industry has undergone major changes, and is still constantly evolving. The auto repair industry is highly competitive., and to maintain a sustainable competitive advantage and achieve the goal of sustainable operation is very important. Therefore, this study provide the following suggestions for Company A: 1. The global trend of automobile electrification has gradually taken shape, and it is recommended that Company A should plan countermeasures as soon as possible; 2. Continuously improve the working environment and enhance the added value of services; 3. Company A should continue to train, educate, and groom outstanding employees.
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