Customer Relationship Management of Luxury Cars:A Case Study of LEXUS

• Main Authors: HSU,CHIEH-MIN, 徐介銘
• Other Authors: LIN,FENG-JYH
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/6cqppz

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 107 === Abstract With the changes of the times, Taiwans economy has grown rapidly, and the same time it has improved the peoples living standards. After Taiwans accession to the WTO in 2001, import tariffs and quotas have been relaxed year by year, and high-end imported cars have expanded rapidly. Imported brands are scrambling to enter the market and society. The public is paying more and more attention to the quality of the life, which promotes the car from the early means of transportation to symbolize personal taste and social status. The premium car market has attracted attention, whether it is a higher standard of safety equipment or a unique innovative design. Satisfaction is the customers group in order to be able to occupy a place in the market and maintain brand loyalty. In 1997, the researcher entered the car industry to engage in TOYOTA sales and service. In 1998, he was transferred to the LEXUS sales representative. In 2017, he was transferred to the head of LEXUS to engage in senior car sales management. In the middle, it has gone through the sales and management of domestic cars and imported cars. At present, it is responsible for the long-term operation of LEXUS imported car regional operations. I have 20 years of experience in sales management of high-end cars. I found that in recent years, the overall premium car market has been reorganized and developed to be saturated. So I used this on-the-job training opportunity to analyze customer satisfaction and sales for the Taiwan premium car market. It is hoped that the results of research on the premium car market will provide a reference to the future development of Taiwans premium car industry.