以消費者觀點探討電動汽車推廣策略之研究

A Study of Electric Vehicle Promotion Strategies: From Consumers’ Perspectives

10.6841/NTUT.2014.00671

江文仁

商品企劃七工具 ； 電動汽車 ； 定位分析 ； 聯合分析 ； Seven Tools for New Product Planning ； Electric Vehicle ； Positioning Analysis ； Conjoint Analysis

臺北科技大學機電整合研究所學位論文

2014年

碩士

林啟瑞;黃廷合

繁體中文

本文將電動汽車視為一種待發展之新產品，利用商品企劃七工具之系統思考方式進行實證研究，瞭解消費者對於理想中的電動汽車之需求與偏好，並進一步獲得電動汽車新的定位方向，以使電動汽車推動達到普及性，整體研究流程包含「訪談調查」、「意見調查」、「定位分析」、「創意發想」、「創意選擇」以及「聯合分析」等。在訪談調查中，依據受訪者給予之意見彙整出21項評價項目，利用意見調查蒐集資料分析，得到「充電便捷與續航力」與「行銷與售後服務」兩項關鍵因素，接著以創意發想與創意選擇，發想出具有創意且符合消費者心中潛在需求之構想，篩選出六個創意作為聯合卡問卷，最後進行聯合分析找出消費者之偏好組合。研究結果顯示，電動汽車欲達到普及性，以消費者觀點之關鍵六項創意為：「電池自行換裝容易」、「電池具有無線充電功能」、「加油站旁附設充電站」、「舉辦降價活動與打折優惠方案」、「電池採用租用方式」以及「透過網路，有服務人員立即提供諮詢的服務」等。電動汽車屬性重要程度依序為「設計使用通用性」＞「充電功能整合性」＞「行銷服務多樣性」；最佳企劃順序為「電池採用租用方式」、「加油站旁附設充電站」以及「透過網路，有服務人員立即提供諮詢的服務」等，透過本文研究成果，可供國內相關部會、機構以及電動汽車產業界，作為重要參考資訊。

The study will take electric vehicles as a developing new product. Use the system of “Seven Tools for New Product Planning” to research and improve. Then try to realize consumers’ needs and preferences about their ideal electric vehicle. Moreover, obtain the direction of new position for electric vehicles and motivate the prevalence of electric vehicles. The whole study process contains Interview Survey, Questionnaire Investigation, Positioning Analysis, Idea Simulation, Idea Selection and Conjoint Analysis etc. According to the opinions of the interviewers in Interview Survey, synthesize twenty-one valuable items. Take advantage of the information of Questionnaire Investigation to analyze and get the key points that are fast charging and extending battery life plus marketing and after-sales service. Then combine with Idea Simulation and Idea Selection to think about the creative ideas and fit the consumers’ needs. Screen out six creating ideas as a questionnaire of conjoint card. Last, take the results to analyze and find out the consumers’ favors. Through the results of the study, if from perspectives of consumers to reach the prevalence of electric vehicle, the six major creating ideas are the following: battery easily exchanged, battery possesses the function of wireless charging, attached charger by gas station, to provide price reduction activities or give special discount offers, battery renting, and immediately offer consulting service by servers through the Internet and so on. The orders of an electric vehicle attributes are arranged by their importance levels. The most important attribute is the commonality of design. The second is the conformability of charging. The last one is the diversity of marketing service. And the best planning orders are the following: battery used by renting, attached charger beside gas stations, and offer consulting service immediately by servers through the Internet etc. From the study, it supplies the related government branches, organizations and electric vehicle industries as important referential information.

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