| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 99 === From the historical point of view the development of micro-car is always short-lived, the size is smaller than the UK''s Micro Car Mini is memorable, but in the subsequent market performance was weak, Fiat 500 and BMW Isetta is the best example. But as environmental awareness, social structure, economic and energy and other issues, making micro cars by the world''s attention again.It can be seen in the future will be increasingly fierce market competition, the depot itself must find a core competitive advantage to succeed in such a competitive environment while maintaining a competitive edge.
This study was to explore the competition of imports of micro cars, the use of narrative inquiry in qualitative research and depth interviews, by the German group Daimler smart micro-car brand distributor in Taiwan , from the north, central, and southern The three regional sales director to narrate its brand image, product quality, marketing, publicity, business model.
Results through data analysis, economic and practical, unique shape is the industry and consumers that the mini cars must have two key factors, the most important thing is unique, micro-car brand and the product must emit a unique image and personality, and then select the product differentiation strategy marketing promotion, and in addition to brand image and product quality, the organizers of the service behavior of consumers is also very important, especially in Taiwan has been slow to enter the service industry-based economy, how to make consumers feel the caring services, thereby causing and increase consumer interest and willingness to buy, and ultimately look forward to the conclusions of this study for the industry in the development of micro-car market in Taiwan.
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