耐久性產品消費者決策過程 -以車子SUV為例

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Title:	耐久性產品消費者決策過程 -以車子SUV為例 Consumer Decision-Making Process of Durable Products -Taking Car SUV as Example
Authors:	林庭藝
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	國產車聯合分析法消費者決策耐久性產品 Domestic cars Conjoint Analysis Consumer Decisions Durable Products
Date:	2021
Issue Date:	2023-03-03 11:27:58 (UTC+8)
Abstract:	國產車已普遍獲得國人之肯定，國產車佔總市場之比率逐漸提高，2004年達87.2%的最高峰。但由於台灣近年的人口結構改變，2020年將由正轉負。從內政部統計月報2000年出身與死亡比例1:0.4來到近乎1:1的階段。延長生命與生育率下降的結果，人口結構高齡化意味著我們的社會將有不同的需求結構2001年是以轎車型Sedan為銷售主力，2020年經過20年的變化，則變為SUV、CUV、商用SUV等佔了市場近一半以上的銷售量，Sedan雖然還是佔據市場銷售的大部分，但明顯時代變遷消費市場已經有所改變。本研究利用聯合分析法，試圖探討現代消費者對於SUV產品的需求性，以及決策的重要因素。 Domestically-made cars have generally been recognized by the Chinese people, and the proportion of domestically-made cars in the total market has gradually increased, reaching the highest peak of 87.2% in 2004. However, due to changes in Taiwan’s population structure in recent years, 2020 will turn from positive to negative. From the monthly statistics of the Ministry of the Interior in 2000, the birth to death ratio of 1:0.4 came to a stage close to 1:1. As a result of prolonged life and declining fertility, the aging population structure means that our society will have a different demand structure. In 2001, the sedan-type Sedan was the main sales force. After 20 years of changes in 2020, it will become SUV, CUV, and CUV. Commercial SUVs account for more than half of the market's sales. Although Sedan still occupies most of the market's sales, the consumer market has clearly changed with the changing times. This study uses conjoint analysis to try to explore the demand of modern consumers for SUV products and important factors in decision-making.
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