| Summary: | 碩士 === 國立臺北科技大學 === 車輛工程系所 === 102 === This essay attempts to discover the key success factors in car sales in Taiwan automobile market by taking car companies as case study. The main study material comes from relative literatures, sales analysis in Taiwan automobile market, field research from academic and research institutions. Through systematic analysis 7 key success factors are summarized-product, price, place, promotion, people, physical evidence, service process, and then develop secondary indicators in order to establish a hierarchical structure.
The purposes of this essay encompass: 1.literatures about key success factors in car sales; 2.key success factors in empirical car sales; 3.based on the empirical result to form recommendations for car companies in Taiwan automobile market.
Participants of the anonymous survey primarily are representative domestic carmakers, car importers, personnel of academic institutions and car experts. The methodology applied to this survey is Analytic Hierarchy Process (AHP) and the empirical data then can identify the weights of each key success factor.
The survey results from samples reveal the rank of key success factors in car sales. The most important factor is price. The following factors are product, promotion, place, people, physical evidence, and service process. Besides, in the view of secondary indicators the performance in branding will be the most crucial, followed by price penetration strategy, capability/price, ability in market trend awareness and deployment, marketing ability, variety and uniqueness, maintenance cost and promotion force which all are the key performance indicators.
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