臺灣博碩士論文加值系統

本研究旨在透過個案分析方式，探討一家汽車經銷商如何採用相關多角化策略，建構成功的企業經營模式，欲藉由其加值策略之運用瞭解其如何透過該經營模式創造獲利。修正Osterwalder經營模式，並個別分析其在顧客界面、產品、基礎設施管理與財務面中之運用。研究結果發現：個案公司除了本業在汽車品牌的代理上，共以Ford、Volvo與Suzuki三個品牌之車輛進行銷售，同時成立了保險代理人公司以統籌相關汽車保險之業務，此外，亦有租賃公司之經營，以提供關係企業試乘車與代步車之租賃。個案公司將目標顧客依照品牌特性作一區隔，而這些顧客又得以與其相關多角化中之保險代理人公司以及租賃公司聯結，除了以代理汽車品牌提供完善的銷售與服務，亦提供顧客保險與租賃等相關業務。由於個案公司在核心能力上進行適當配置與共用，又因其具有在相關多角化策略中整合所有資源之核心能力，因此得以在所有財務結構中減少成本的花費進而創造營收。

The intention of this paper is to disclose how a car dealership diversifies its strategies to set up a successful business model. By the method of case study,the researcher tried to analyze its value-added strategy to know how to make profit from such business model. This paper also adjusted Osterwalder’s business model, and analyzed the use of it in the territories of customer, product, cost management and financial respectively.
The subject company not only sells three different brands of vehicles, Ford, Volvo and Suzuki, but also sets up a property insurance agency company to combine relevant car insurance business. Besides, it also set up a car leasing company to provide long-term lease services for demo cars and short-term lease services for the customers who sent their vehicles to the dealership’s reparement factories.
This study disclosed that the subject company sells different brands of vehicles to satisfy different segments of target customers. And, customers could build connection with the subject company by its diversified insurance agency company and the leasing company. Due to its successful combination and share of its core operating abilities and resourses in diversified companies, it has reduced total costs and raised profitability as well.

第一章 緒論 1
第一節　研究背景 1
第二節　研究動機 2
第三節　研究目的 3
第四節　研究流程 3
第二章　文獻探討 5
第一節　價值與經營模式 5
第二節　多角化策略 9
第三章　研究方法 24
第一節　研究方法 24
第四章 個案分析 26
第一節　個案公司介紹 26
第二節　個案公司經營模式建構 29
第五章　結論與建議 38
第一節　結論 38
第二節　管理意涵 40
第三節　研究建議 40
參考文獻 42

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