臺灣博碩士論文加值系統

在最近幾年裡，有部分的汽車消費者對於生活型態和汽車的要求都有許多改變。有越來越多的汽車消費者偏向購買內部空間寬闊的休旅車。為了滿足這些汽車消費者的需求，有越來越多的汽車廠商開始製造運動型休旅車(SUV)和多功能用途休旅車(MPV)。事實上，大部分在台灣的運動型休旅車都有兩排的座位，並且能搭載五名乘客。另一方面，大部分在台灣的多功能用途休旅車都有三排座位，並且能搭載七名乘客。然而，豐田WISH是受眾多消費者歡迎的多功能用途休旅車之一，但WISH應該被視為“迷你多功能用途休旅車(Mini MPV)”。
本論文將會針對豐田的迷你多功能用途休旅車WISH進行研究。首先，理解迷你多功能用途休旅車，在汽車市場裡的定義是非常重要的。第二，在台灣的汽車市場裡，有七個主要的迷你多功能用途休旅車。它們分別是豐田WISH、馬自達5、日產Grand Livina、三菱Savrin、福特i-Max、起亞Euro Carens、和現代Santa Fe。第三，以整體的汽車市場占有率來說，豐田汽車已成為最受歡迎的汽車製造商，而以銷售量來說，豐田WISH也早已成為最受歡迎的迷你多功能用途休旅車了。最後，本論文將會調查豐田WISH消費者的主要購買因素。
在進行完本研究後發現，豐田WISH有一群年齡介於四十幾歲到五十幾歲的目標客群，而這些主要的目標客群大部分都是已婚男性居多，在工作崗位上有不錯的收入，也有家庭和孩子。然而，本研究最大的困難點，就是收集台灣汽車市場中，所有相關汽車精準和確實的行銷數據。

The lifestyles and demands of automobiles for some auto consumers have changed significantly in recent years. There are more auto consumers who prefer purchasing larger vehicles with more interior space and capacity. To satisfy these auto consumers’ needs and wants, more automakers start manufacturing full-sized vehicles such as Sports Utility Vehicles (SUV) and Multi-Purpose Vehicles (MPV). In fact, most SUVs in Taiwan will have two rows of seats and can carry five passengers. On the other hand, most MPVs in Taiwan will have three rows of seating arrangement with seven-passenger capacity. However, Toyota WISH is one of the most popular MPVs in Taiwan auto market but WISH should be considered as a “Mini MPV”.
This research study will be focused on a Mini MPV called Toyota WISH. First, it is very important to understand the definition of Mini MPVs in the auto market. Secondly, there 7 major Mini MPVs in the Taiwan auto market, including Toyota WISH, Mazda5, Nissan Grand Livina, Mitsubishi Savrin, Ford i-Max, Kia Euro Carens, and Hyundai Santa Fe. Thirdly, Toyota has become the most leading automaker in terms of its market shares in total and Toyota WISH is also one of the most popular Mini MPVs in Taiwan auto market based on its sales volumes. Lastly, this research study will examine the primary purchasing reasons from some Toyota WISH owners.
After conducting this research study, it is clearly to see that Toyota WISH has its own target customers who are mostly mature male adults between ages at early 40s to late 50s and they are usually married with children. Nevertheless, while collecting all the statistical numbers, the precise and accurate automobile sales figures are the most difficult parts to obtain in Taiwan auto market.

Contents
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivations 4
1.3 Research Purposes 5
1.4 Research Scope 6
Chapter 2 Literature Review 7
2.1 Brand 7
2.2 Brand Awareness 8
2.3 Brand Images 9
2.4 Brand Competition 11
2.5 Target Customers 13
2.6 Consumer Behavior 14
Chapter 3 Research Methodology 18
3.1 Research Process and Date 18
3.2 Research Framework 18
3.3 Questionnaire Design 23
Chapter 4 Hotai Motor Ltd. 24
4.1 Company Brief Introduction 24
4.2 Toyota’s Strengths 29
4.3 Taiwan Automobile Market Shares 39
Chapter 5 Empirical Study Analysis 43
5.1 The Matrix, Effective Samples, Effective Sample Rates, Interview Methods, Distribution, and Qualification of Participants 43
5.2 The Characteristics of Questionnaire Participants 47
5.3 The Analysis of Modifying Variables, Independent Variables, Dependent Variables, and Intervening Variables 52
Chapter 6 Conclusions, Suggestions, and Research Restrictions 71
6.1 Conclusions 71
6.2 Suggestions 72
6.3 Research Restrictions 73
Reference 75
Appendix 79
Appendix I – Hotai Motors income statement, balance sheet, and organizational structure 79
Appendix II – Questionnaire samples, including Toyota WISH owners, Toyota salesmen, and Toyota mangers 88

中文
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