臺灣博碩士論文加值系統

台灣的汽車市場競爭相較於其他國家地區，市場規模較小，加上全球大環境不景氣的影響，使得國內汽車廠商的經營原已十分艱困，如今加入WTO又要面對進口車關稅逐年降低的競爭與壓力，汽車業在如此微利時代既要滿足顧客多元化的要求，又要能掌握競爭優勢，才能創造更高的銷售額。在汽車市場供過於求的時代，亦是回歸基本面重視顧客的新微利時代，也是「顧客滿意」經營時代真正的來臨。顧客滿意對口碑的影響程度很大，而口碑效果與顧客購買意願的高低更是企業獲利的指標近年來企業經營強調「顧客關係管理」，目的是以顧客觀點進行企業行銷，藉此提昇其顧客的滿意度。顧客是企業資產的一部分，他們的滿意度會影響到企業的銷售額。
本研究以次級資料的實證研究方式，探討汽車業消費者滿意度指數對於產品銷售量擴散情形之影響。利用U-Car網站公佈之交通部新車領牌數據來求出各品牌擴散模型之創新係數p與模仿係數q，並以迴歸分析，探討J.D.Power官方網站發布各種滿意度指標對於創新係數p與模仿係數q是否有影響。針對國產汽車市佔率前六大品牌以及進口汽車市佔率前四大品牌為分析對象，研究期間為2002-2007年。採用STATA統計軟體，進行實證分析得到以下結論：
1. 滿意度指標對品牌年度銷售量有顯著影響－維修服務滿意度以及銷售過程服務滿意度會正向影響國產品牌銷售量，而新車初期品質問題點數會負向刺激進口品牌銷售量。
2. 前期滿意度指標對擴散模型係數有顯著影響－維修服務滿意度指數以及銷售過程滿意度指數會正向影響創新係數ｐ，而新車初期品質滿意度指數會負向影響創新係數ｐ。
3. 當期滿意度指數對擴散模型係數有顯著影響－維修服務滿意度指數跟銷售過程滿意度指數以及新車初期品質滿意度會正向影響模仿係數ｑ。
4. 國產/進口品牌之間的擴散模型係數有顯著差異－進口品牌的創新係數ｐ顯著小於模仿係數ｑ。
因此，本研究建議國產品牌廠商可以將行銷策略著重在大眾媒體的傳播方式，利用銷售過程滿意度與維修服務滿意度當做廣告內容的訴求，透過廣告的方式傳達給消費者。進口品牌廠商必須致力經營固有的良好口碑。利用新車初期品質滿意、維修服務滿意與銷售過程滿意三方面經營良好口碑才能讓企業永續經營，擁有長期的競爭優勢。

Comparing the competition in the Taiwan automobile market with any other country, the market size is small in Taiwan. With the influence of the global poor prosperity, the domestic automobile manufacturers have had a difficultly operating. Taiwan has also joined the WTO and has had to face the pressure of competing year after year in custom duty reductions for importing vehicles. Firms in the automobile industry have to satisfy the customers’ diverse requests in such a meager profit time, and must be able to have a competitive advantage to create a higher sales volume. At the time of exceeding supply in the automobile market, it’s also return in basically to take importance to the customer. So the “customer satisfaction” time is coming true. Customer satisfaction has a great impact on a firm’s fame, and the word-of- mouth effect along with the customer’s will to purchase are the targets to gain profit for the enterprise. In recent years many businesses have put an emphasis on “customer relationship management”, the aim of which is to begin marketing on a customer- based perspective to improve customer satisfaction. The customer is a business asset, and their satisfaction will influence the sales of an enterprise.
This research was based on secondary data to discuss the condition of customer satisfaction indices influencing the product sales diffusion in the automobile industry. This research used the sales volumes released from the Ministry of Transportation and Communications in the U-car website to estimate every brand’s Bass Diffusion Model coefficient such as innovation coefficient p and imitation coefficient q. A regression analysis was then done in order to discuss the influence that the satisfaction indices released from J.D.Power Asia Pacific have on innovation coefficient p and imitation coefficient q. The objects of analysis were the top six best-selling domestically manufactured brands and the top four best-selling import brands. The period of research spanned from 2002 to 2007. The researcher used STATA statistics software to carry out the empirical analysis and obtain the following conclusions:
1. Satisfaction indices can significantly influence annual sales of a brand - Customer Satisfaction Index (CSI) and Sales Satisfaction Index (SSI) can significantly influence the annual sales of domestically manufactures brands positively, and Initial Quality Survey (IQS) can also significantly influence the annual sales of import brands negatively.
2. The preceding period in satisfaction indices can significantly influence the BDM coefficient - Preceding period in Customer Satisfaction Index (CSI) and Sales Satisfaction Index (SSI) can significantly influence the innovation coefficient p positively.
3. The current period in satisfaction indices can significantly influence BDM coefficient - Current period in Customer Satisfaction Index (CSI), Sales Satisfaction Index (SSI) and Initial Quality Survey (IQS) can significantly influence the imitation coefficient q positively.
4. The BDM coefficients between domestically manufactured and import brands have significant differences - Innovation coefficient p is smaller than imitation coefficient q in import brands.
So we suggest that the domestic manufacturer may put their emphasis on the mass media channel. Using the sales satisfaction index and customer satisfaction index to be the contents of advertisement, transmit for consumer by the way of advertisement, and the import firm must devote to manage the inherent well known fame. Using three aspects of the initial quality satisfaction, customer satisfaction and sales satisfaction to keep their well known fame to keep sustainable management, and hold their long term competitive advantages.

1. Introduction
1.1. Research Background and Motivation 1
1.2. Research Purposes 2
1.3. Research Scope 3
2. Literature Review
2.1. Customer Satisfaction Indices 5
2.2. Customer Satisfaction in The Aspect of Product 9
2.3. Customer Satisfaction in The Aspect of Post- Sale Service 13
2.4. Related Application in The Industry Practice of Automobile 16
2.5. Bass Diffusion Model 18
2.6. Advertising Effect 24
2.7. Word-of-Mouth Effect 25
3. Methodology
3.1. Research Structure 28
3.2. Research Hypothesis 28
3.3. Data Source and Variable Definition 31
3.4. Statistical Model 35
4. Empirical Result
4.1. Summary of Satisfaction Indices in Taiwan Auto Market 39
4.2. Sales Analysis and Estimation of BDM Coefficient 43
4.3. Effect of Satisfaction Indices on Sales and BDM Coefficient 47
5. Conclusion and Suggestion
5.1. Conclusions 54
5.2. Implications 55
5.3. Limitations 56
5.4. Suggestions for Future Research 56

References 57

參考文獻
中文專書
1.Philip Kolter著（方世榮譯）（1992），行銷管理學－分析、計畫、執行與控制，台北：東華書局。
2.日本能率協會著（劉滌昭譯）（1994），顧客滿意度測量手法，台北市：中國生產力出版社。
3.杉本辰夫著（盧淵源譯）（1986），事物、營業、服務的品質管制，中興管理顧問公司，頁107-108。
4.武田哲男著（劉淑玲譯）（1995），顧客滿意總動員，台北市：中國生產力中心出版社。
5.愛德華．霍爾著（居延安等譯）（1988），超越文化，上海：上海文化出版社。
6.樊志育著（1990），廣告效果研究，三民書局。
7.衛南陽著（1996），顧客滿意學，台北：牛頓出版股份有限公司。

中文論文
1.王朝民（1997），「休旅車消費行為之研究」，國立交通大學管理研究所碩士論文。
2.任芙儀（2002），「品牌忠誠度與顧客終身價值之研究」，淡江大學國際貿易學系碩士論文。
3.余錦芳（2002），「顧客滿意與品牌忠誠度之研究－以汽車業為例」，國立高雄第一科技大學行銷與流通管理系碩士論文。
4.呂學慶（2002），「台灣地區汽車市場銷售預測之探討」，國立中央大學管理學院高階主管企管碩士班碩士論文。
5.呂鴻德、謝憶文（2000），「顧客滿意、品牌權益與顧客終身價值關係之研究」，中原學報第28卷第二期，PP.31-41。
6.李佳璋（1995），「消費者滿意度模型之探討－以汽車產業實證」，國立台灣大學國企企業研究所碩士論文。
7.林孟璋（2003），「品牌權益、顧客滿意與消費者購買行為之關係－以加油站為例」，朝陽科技大學企業管理系碩士論文。
8.林陽助（1996），「顧客滿意決定模型與效果之研究－台灣自用小客車之實證」，台大商研所博士論文。
9.侯東儀（2003），「新產品創新擴散模式－以行動電話為例」，國立台北大學合作經濟研究所國際企業組碩士論文。
10.郭德賓（1999），「服務業顧客滿意評量模式之研究」，中山大學企業管理研究所博士論文。
11.曾慧芳（1998），「跨國文化差異對新產品擴散影響之研究」，國立暨南國際大學國際企業學系碩士論文。
12.劉小芳（1999），「跨國流行商品擴散模型之比較研究 : 美國影片在臺銷售預測模式的建立」，國立暨南國際大學國際企業學系碩士論文。
13.劉靜宜（2000），「網路商店消費者滿意度與再惠顧意願之研究－以實驗網路花店為例」，國立中央大學資訊管理學系研究所碩士論文。

西文文獻
1.Ainslie, A., P. E. Rossi. (1998),“Similarities in choice behavior across multiple categories.” Marketing Science. 17(2) 91–106.
2.Arora, N., G. Allenby, J. L. Ginter. (1998),“A hierarchical Bayes model of primary and secondary demand.” Marketing Science. 17(1) PP.29–44.
3.Bass, Frank. M.(1969),“A New Product Growth for Model Consumer Durables,”Management Science, 15(5), PP.215-227.
4.Bass, Trichy V. Krichnan, and Dipak C. Jain (1994),“Why the Bass Model Fits Without Decision Variables,”Marketing Science, 13(3), PP.203-223.
5.Calem, P. S., G. A. Carlino. (1991),“Urban agglomeration economies in the presence of technical change.” J. Urban Economies 29(1) PP.82–95.
6.Davidson, William H. and Richard Harrigan (1997),“Key decisions in international marketing: introducing new products abroad,”Columbia Journal of world Business, Winter, PP.15-23.
7.Dekimpe, M., P. M. Parkar, M. Sarvary. (1998),“Forecasting the diffusion pattern of cellular telecommunications on the country level using a staged estimation approach.” Tech. Forecasting Soc. Change. 57 PP.105–132.
8.Douglas, S. P. and C. S. Craig (1992),“Advances in international marketing,”International Journal of Research in Marketing, 9, PP.291-318.
9.Douglas, S. P. and C. S. Craig (1995),Global Marketing Strategy,Singapore: McGraw-Hill Inc.
10.Eliashberg, J., K. Helsen. (1996),“Modeling lead/lag phenomenon in global marketing: The case of VCRs.” Working paper, University of Pennsylvania, Philadelphia, PA.
11.Ford, J. B., K. W. Karande, B. M. Seifert. (1998),“The role of economic freedom in explaining penetration of consumer durables.” J. World Bus. 33(1), PP.69–86.
12.Galal, A., M. Shirley. (1994),“Does Privatization Deliver? Highlights fromaWorld Bank Conference.” The World Bank, Washington, DC.
13.Gatignon, H., J. Elishberg and T.S. Robertson (1989),“Modeling Multinational Diffusion Patterns: An Efficient Methodology,” Marketing Science, 8(3), PP.231-247.
14.Hall, E. (1960),“How Cultures Collide,” Psychology Today, July, PP.67-74.
15.Hall, E. (1960),“The silent language of overseas business,” Harvard Business Review, 38 (May-June), PP.87-96.
16.Heeler, R. M. and Hustad T. P.(1980),“Problems in Predicting New Product Growth for Consumer Durables,” Management Science, 26(10), PP.1007-1020.
17.Helsen, K., K. Jedidi, and W. S. DeSarbo (1993),“A New Approach to Country Segment Utilizing Multinational Diffusion Patterns,” Journal of Marketing, 57, PP.60-71.
18.Jain, D. C. and Ram C. Rao (1990),“Effect of Price in the Demand for Durables: Modeling, Estimation, and Findings,” Journal of Business & Economic Statistics, 8(2), PP.163-170.
19.Kalish, Shlomo, Vijay Mahajan, Eitan Muller (1995),“Waterfall and sprinkler new-product strategies in competitive global markets,”International Journal of Research in Marketing, 12, PP.105-119.
20.Keegan, Warren J. (1995), Global Marketing Management, New Jersey: Pretice-Hall, Edition.

21.Kolter, P, S.M. Leong, S.H. Ang, C.T. Tan (1996), Marketing Management- an Asian Perspective, Singapore: Prentice-Hall, First Edition.
22.Lawrence and William H. Lawton (1981),“Application of diffusion models: some empirical results,” in New Product Forecasting, Y. Wind, V. Mahajan, and R. N. Cardozo, eds. Lexington, MA: Lexington Books, PP.529-541.
23.Mahajan, V., E, Muller, and F. M. Bass (1990),“New Product Diffusion Models in Marketing: A Review and Direction for Research,” Journal of Marketing, 54(1), PP.1-26.
24.Mahajan, V., E, Muller, and F. M. Bass (1995),“Diffusion of new product empirical generalizations and managerial uses,” Marketing Science, 14(3), PP.G79-88.
25.Mahajan, V., E, Muller, and R. K. Srivastava (1990),“Determination of Adopter Categories by Using Innovation Diffusion Models,” Journal of Marketing Research, 27(Feb), PP.37-50.
26.Ohmae Kenichi (1989),“Managing in a borderless world,” Harvard Business Review, May-June, PP.152-161.
27.Parker, Philip M. (1993),“Choosing Among Diffusion Models: Some Empirical Evidence,” Marketing Letters, 4(1), PP.81-94.
28.Robertson, Thomas S. (1967),“The process of innovation and the diffusion of innovation,” Journal of Marketing, 31(Jan), PP.14-19.
29.Rogers, Everett M. (1995), Diffusion of Innovation, New York: The Free Press, Edition.

30.Schmittlein, D. and Vijay Mahajan (1982),“Maximum Likelihood Estimation for an Innovation Diffusion Model of New Product Acceptance,” Marketing Science, 1(1), Winter, PP.57-78.
31.Speece, Mark W. and Douglas L. MacLachlan (1994),“Forecasting Hong Kong FAX installations with a new product diffusion model,” Hong Kong Journal of Business Management, 12, PP.37-55.
32.Takada, H. and D. Jain (1991),“Cross-National Analysis of Diffusion of Consumer Durable Goods in Pacific Rim Countries,” Journal of Marketing, 55, PP.48-54.
33.Van den Bulte, C., G. L. Lilien. (1997),“Bias and systematic change in the parameter estimates of macro-level diffusion models.” Marketing Science. 16 (4) PP.338–353.
34.Well, Louis T. (1968),“A product life cycle for international trade?,” Journal of Marketing, 32, PP.1-6.