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    题名: SW 汽車公司Omio新車上市計畫
    SW motor company “Omio” launch report
    作者: 虞正婷
    Yu, Shelley
    贡献者: 吳文傑
    Wu, Jack
    虞正婷
    Yu, Shelley
    关键词: 汽車公司
    日期: 2009
    上传时间: 2010-12-08 01:59:11 (UTC+8)
    摘要: SW 汽車公司Omio新車上市計畫
    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.
    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
    參考文獻: 1. Ministry of Transportation and Communications:
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    97933009
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097933009
    数据类型: thesis
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

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