| 摘要(英) |
Taiwan is an idea market for promoting Electric Scooter (ES) by virtue of its high rate of population density and small geographical area. However, Taiwanese government has spurred on the idea of ES recent years, it is still difficult to popularize the use of ES and stimulate the sales of ES. Only 150 thousands ES were purchased over the past six years. (45 thousands ESs; 105 thousands Electric Bikes) The result of ES sales is far below the expectation. Particularly, over 30% of the ES buyers are from commercial use. The purpose of this research is to investigate ES markets. Therefore, it is necessary to figure out what’s the key factors that influence consumers’ buying decision; what is customer’s expectation to ES; how to influence consumer behaviour in terms of the ES market; how to develop product mix to fulfill customer demand; what is business users’ expectation; how to clarify market segmentation and satisfy various group demand and increase the sales eventually. The research focus on China Motor Corporation (CMC) which enjoys the highest market share in Taiwan ES markets as a case study analysis.
The research analyses consumer purchase decision process and targets market segmentation based on products and consumer demand. After that, the research presents the attributes of market segmentation according to the demographic variables. Finally, the research analyses different market segments during the purchase decision process as a reference for proprietors as ES marketing strategies. The market segmentations can be divided into four groups including“economic type”, “information type”, “appearance type”, and “functional type”. The research found that demographic variables and purchasing decision process can be seen the considerable differences among market segmentations. Therefore, the proprietors are required to use different marketing strategies for different segmentations to meet customer satisfaction. |
| 參考文獻 |
一、中文部份：
1. 李雪梅 (2011)，消費者電動機車購買決策之探討‐環保與非環保區隔之比較，交通大學經營管理碩士學位論文。
2. 郭柏成 (2010)，台灣電動機車的消費者購買行為之研究-成功大學經營管理碩士學位學程學位論文，頁1‐125。
3. 李仁俊 (2013)，消費者購買電動機車行為意向之研究-東海大學經營管理碩士論文。
4. 陳宏昇 (2012)，電動機車購買意願研究分-中央大學管理學院高階主管企管碩士班學位論文，頁1‐70。
5. 江銀嘉 (2014)，以計畫行為理論探討高雄市民眾對電動機車使用意圖-中山大學公共事務管理研究所學位論文，頁1‐118。
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7. 劉安錫和徐光蓉(2006)，電動機車政策之效益評估，中華民國環境保護學會學刊，29(1)，頁57-69。
8. 吳南億(2001)，以數位信號處理器為基礎之電動機車無刷馬達驅動器，中山大學電機工程學系碩士論文。
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二、網路資料來源：
1. 中華汽車 e-moving 網站公告訊息及規格書：http://www.e-moving.com.tw/。
2. 台灣區車輛同業工會： http://www.ttvma.org.tw/cht/information.php。
3. 交通部機動車輛統計數據：http://www.motc.gov.tw。
4. 經濟部工業局 電動機車補助專區：http://proj.moeaidb.gov.tw/lev/scooter/index.html。
5. 電動機車聯合測試服務中心：http://www.tes.org.tw/index.htm。
6. 電動機車輛產業網：http://proj.moeaidb.gov.tw/lev/。
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7. Hambrick, D. C. (1980). Operationalizing the concept of business-level strategy in research. Academy of Management Review, 5(4), 567-575. |
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