Dissertation/ Thesis
Application of STP Theory to The Automotive Industry and Empirical Study - The Case of The H-Brand Dealer in Hsinchu
| العنوان: | Application of STP Theory to The Automotive Industry and Empirical Study - The Case of The H-Brand Dealer in Hsinchu |
|---|---|
| Alternate Title: | 汽車STP理論之應用與實證-以新竹地區H汽車經銷商為例 |
| المؤلفون: | LIN,FU-HUNG, 林福宏 |
| Thesis Advisors: | PEI,WEN, 裴文 |
| سنة النشر: | 2019 |
| المجموعة: | National Digital Library of Theses and Dissertations in Taiwan |
| الوصف: | 107 Present marketing trends are consumer-oriented, and understanding the preference, motivation, and value of consumers has thus become an important issue for planning and establishing marketing strategies. Many strategy planners thus plan and establish marketing strategies based on the STP theory emphasizing market segmentation, market targeting, and product positioning. As Taiwan’s automotive market has become saturated, market segmentation and developing marketing strategies for the target market with STP are required to market new models. As automotive distributors in Taiwan often establish STP in terms of “Taiwan’s overall market” without considering the “regional needs”, this study investigates the applicability of STP in establishing regional marketing strategies. After selecting the H-brand vehicles in Hsinchu as the subject, this study gathers the service records of H-brand vehicles between January 1 and December 31, 2018, for a term of one year, from H-brand service centers and selects vehicles with a mileage of 60,000km and below or with registration less than five years for analysis. By sorting and screening data with Microsoft Excel, this study organizes the vehicle service records and produces the descriptive statistics to conclude the STP of individual models. After comparing the data with the STP of different models of H brand, this study proposes the regional marketing strategy for the reference of scholars specialized in the automotive marketing industry. |
| Original Identifier: | 107CHPI0321072 |
| نوع الوثيقة: | 學位論文 ; thesis |
| وصف الملف: | 58 |
| الاتاحة: | http://ndltd.ncl.edu.tw/handle/522983 |
| رقم الانضمام: | edsndl.TW.107CHPI0321072 |
| قاعدة البيانات: | Networked Digital Library of Theses & Dissertations |
| الوصف غير متاح. |