| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 虞正婷 | zh_TW |
| dc.contributor.author (Authors) | Yu, Shelley | en_US |
| dc.creator (作者) | 虞正婷 | zh_TW |
| dc.creator (作者) | Yu, Shelley | en_US |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-Dec-2010 01:59:11 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 01:59:11 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 01:59:11 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097933009 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49130 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 97933009 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | SW 汽車公司Omio新車上市計畫 | zh_TW |
| dc.description.abstract (摘要) | From a corporate point of the view, in order to make a business decision, there are several areas of analysis and understanding that needs to be made. These areas include external environment analysis, internal environment analysis, and overall business structure analysis. This report provides analysis of the overall external status that influences the Taiwan automotive industry market, new car registration report and market trend, New Car Buyer’s Study Report to understand what the market needs, and what the customers want. From internal perspective, the corporate needs to understand what the customer wants, and what the company can provide. Therefore the report will look at the product strategy, pricing strategy and the financial health of the product based on the overall recommendation. | en_US |
| dc.description.abstract (摘要) | 1. Introduction .......................................................................................... 5 2. Taiwan Market Overview ..................................................................... 7 2.1 External environment ................................................................... 9 2.2 Automotive industry trend segmentation analysis ...................... 9 2.3 Key competitive players in the market ........................................ 13 3. Taiwan Customer profile .................................................................... 14 3.1 Target customer demographics .................................................. 14 3.2 Target customer psychographics ............................................... 16 3.3 Key purchase reason ................................................................. 17 3.4 Key sources of knowing about the current car. ......................... 18 3.5 Key motivation of purchasing a new car. .................................. 18 4. Product strategy: ............................................................................... 20 4.1 Product Portfolio ....................................................................... 20 4.2 Key competitive feature analysis ................................................ 22 5. Pricing strategy .................................................................................. 25 5.1 Price Band ................................................................................ 25 5.2 Pricing Strategy ........................................................................ 28 5.3 In-line Portfolio Pricing Strategy ............................................... 30 2 6. Business case (financials) ................................................................. 33 7. Marketing launch plan ......................................................................... 37 7.1 Channel strategy ........................................................................ 37 7.2 Service strategy: ......................................................................... 39 7.3 After market accessories: ........................................................... 40 8. Marketing communications strategy .................................................. 42 8.1 Media strategy ............................................................................ 42 9. Public Relations / Events ................................................................... 45 10. Wave II – Launch sustainability Plan ................................................. 47 11. Conclusion ......................................................................................... 49 12. References ....................................................................................... 52 | - |
| dc.description.tableofcontents | 1. Introduction .......................................................................................... 5 2. Taiwan Market Overview ..................................................................... 7 2.1 External environment ................................................................... 9 2.2 Automotive industry trend segmentation analysis ...................... 9 2.3 Key competitive players in the market ........................................ 13 3. Taiwan Customer profile .................................................................... 14 3.1 Target customer demographics .................................................. 14 3.2 Target customer psychographics ............................................... 16 3.3 Key purchase reason ................................................................. 17 3.4 Key sources of knowing about the current car. ......................... 18 3.5 Key motivation of purchasing a new car. .................................. 18 4. Product strategy: ............................................................................... 20 4.1 Product Portfolio ....................................................................... 20 4.2 Key competitive feature analysis ................................................ 22 5. Pricing strategy .................................................................................. 25 5.1 Price Band ................................................................................ 25 5.2 Pricing Strategy ........................................................................ 28 5.3 In-line Portfolio Pricing Strategy ............................................... 30 2 6. Business case (financials) ................................................................. 33 7. Marketing launch plan ......................................................................... 37 7.1 Channel strategy ........................................................................ 37 7.2 Service strategy: ......................................................................... 39 7.3 After market accessories: ........................................................... 40 8. Marketing communications strategy .................................................. 42 8.1 Media strategy ............................................................................ 42 9. Public Relations / Events ................................................................... 45 10. Wave II – Launch sustainability Plan ................................................. 47 11. Conclusion ......................................................................................... 49 12. References ....................................................................................... 52 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097933009 | en_US |
| dc.subject (關鍵詞) | 汽車公司 | zh_TW |
| dc.title (題名) | SW 汽車公司Omio新車上市計畫 | zh_TW |
| dc.title (題名) | SW motor company “Omio” launch report | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 1. Ministry of Transportation and Communications: | zh_TW |
