| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (作者) | 虞正婷 | zh_TW |
| dc.contributor.author (作者) | 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 | 8-十二月-2010 01:59:11 (UTC+8) | - |
| dc.date.available | 8-十二月-2010 01:59:11 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-十二月-2010 01:59:11 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0097933009 | en_US |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=56368 | - |
| 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\r\nare several areas of analysis and understanding that needs to be made. These\r\nareas include external environment analysis, internal environment analysis, and\r\noverall business structure analysis. This report provides analysis of the overall\r\nexternal status that influences the Taiwan automotive industry market, new car\r\nregistration report and market trend, New Car Buyer’s Study Report to\r\nunderstand what the market needs, and what the customers want.\r\nFrom internal perspective, the corporate needs to understand what the customer\r\nwants, and what the company can provide. Therefore the report will look at the\r\nproduct strategy, pricing strategy and the financial health of the product based\r\non the overall recommendation. | en_US |
| dc.description.abstract (摘要) | 1. Introduction .......................................................................................... 5\r\n2. Taiwan Market Overview ..................................................................... 7\r\n2.1 External environment ................................................................... 9\r\n2.2 Automotive industry trend segmentation analysis ...................... 9\r\n2.3 Key competitive players in the market ........................................ 13\r\n3. Taiwan Customer profile .................................................................... 14\r\n3.1 Target customer demographics .................................................. 14\r\n3.2 Target customer psychographics ............................................... 16\r\n3.3 Key purchase reason ................................................................. 17\r\n3.4 Key sources of knowing about the current car. ......................... 18\r\n3.5 Key motivation of purchasing a new car. .................................. 18\r\n4. Product strategy: ............................................................................... 20\r\n4.1 Product Portfolio ....................................................................... 20\r\n4.2 Key competitive feature analysis ................................................ 22\r\n5. Pricing strategy .................................................................................. 25\r\n5.1 Price Band ................................................................................ 25\r\n5.2 Pricing Strategy ........................................................................ 28\r\n5.3 In-line Portfolio Pricing Strategy ............................................... 30\r\n2\r\n6. Business case (financials) ................................................................. 33\r\n7. Marketing launch plan ......................................................................... 37\r\n7.1 Channel strategy ........................................................................ 37\r\n7.2 Service strategy: ......................................................................... 39\r\n7.3 After market accessories: ........................................................... 40\r\n8. Marketing communications strategy .................................................. 42\r\n8.1 Media strategy ............................................................................ 42\r\n9. Public Relations / Events ................................................................... 45\r\n10. Wave II – Launch sustainability Plan ................................................. 47\r\n11. Conclusion ......................................................................................... 49\r\n12. References ....................................................................................... 52 | - |
| dc.description.tableofcontents | 1. Introduction .......................................................................................... 5\r\n2. Taiwan Market Overview ..................................................................... 7\r\n2.1 External environment ................................................................... 9\r\n2.2 Automotive industry trend segmentation analysis ...................... 9\r\n2.3 Key competitive players in the market ........................................ 13\r\n3. Taiwan Customer profile .................................................................... 14\r\n3.1 Target customer demographics .................................................. 14\r\n3.2 Target customer psychographics ............................................... 16\r\n3.3 Key purchase reason ................................................................. 17\r\n3.4 Key sources of knowing about the current car. ......................... 18\r\n3.5 Key motivation of purchasing a new car. .................................. 18\r\n4. Product strategy: ............................................................................... 20\r\n4.1 Product Portfolio ....................................................................... 20\r\n4.2 Key competitive feature analysis ................................................ 22\r\n5. Pricing strategy .................................................................................. 25\r\n5.1 Price Band ................................................................................ 25\r\n5.2 Pricing Strategy ........................................................................ 28\r\n5.3 In-line Portfolio Pricing Strategy ............................................... 30\r\n2\r\n6. Business case (financials) ................................................................. 33\r\n7. Marketing launch plan ......................................................................... 37\r\n7.1 Channel strategy ........................................................................ 37\r\n7.2 Service strategy: ......................................................................... 39\r\n7.3 After market accessories: ........................................................... 40\r\n8. Marketing communications strategy .................................................. 42\r\n8.1 Media strategy ............................................................................ 42\r\n9. Public Relations / Events ................................................................... 45\r\n10. Wave II – Launch sustainability Plan ................................................. 47\r\n11. Conclusion ......................................................................................... 49\r\n12. 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 |
