| Summary: | 碩士 === 國立交通大學 === 科技管理研究所 === 92 === The evolution of technology makes the development of semiconductor and electronics industry. And universal of wireless communications and intenet create the Telematics industry. The customers’ requirement will not be limited by basic functions anymore, and they’ll put emphasis on the functions of e-car. Telematics provides new service functions and convenience of information transmission, is the real-time system that can navigate automatically and combine the safety, convienence, and information. Because the foreign market is unripe; the domestic companies sell relative products with the new car. However, the product may not meet the coustomet needs. The purpose of the study is to find out the important attributes customers consider when they purchase relative Telematics products and analyze the customers’ preference with the utility function. The result of the research can be the effective reference to relative industrial companies. This study used stated preference method and discrete choice behavior model to analyze the preference allocation of the drivers in Taiwan.The result shows that sex, location and car-having are statistical significant in marketing segmentation. When it comes to male, venders should provide life information, entertainment equipment, and humanic fittings; to female, they should provide safety system, traffic information, and security service. When it comes to north area, they should provide life information, safety system and entertainment equipment to satisfy the customers there; as to central area, they should provide humanic fittings; as to south area, they should provide center service, entertainment equipment, and internet; as to east area, safety system, traffic information, and entertainment equipment, security service are the best choices. When it comes to the variable car-having, the result shows that the customers who have cars prefer the provision of life information, entertainment equipment, and humanic fittings, and customers in the other segmentation prefer the provision of safety system, traffic information, and internet. Finally, the market share analysis shows that the product three, the real-functional Telematics product, with the higest market share, it represents what the customers really need is one grouping product which combines safety and entertainment. Therefore, such product is the first direction that domestic companies should adopt and followed when research and development the innovative one.
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