Marketing Strategy of Vehicle Patrs Sale– A Case Study of Volkswagen Car

• Main Authors: Chuan-Chieh Hsieh, 謝泉杰
• Other Authors: 吳浴沂
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/dd4t98

碩士 === 國立臺北科技大學 === 車輛工程系所 === 96 === The reasons for the declining of the automobile sales volume are as follows: the rising gasoline price, the emigration of population to work in mainland China, the lengthening of maintenance, the convenience of transportation, such as Mass Rapid Transit System, High Speed Rail. These factors cause a rapid decrease in driving population.Because many car dealers cannot benefit from car sales, they turn to after services. Apart from working hard to increase earning from repair shops, they aggressively develop all kinds of spare parts or accessories for customers to get margin.This study takes Volkswagen as an example focusing on the development and sale of all kinds of spare parts which are sorted and arranged in order. Also, this study analyzes requirements of all kinds of consumers by successful sales cases. The win-win situation is the products, which meet consumers’ needs, can make them satisfied. The conclusion of this study is that all kinds of products are consumer guided, so the requirement will be met. When consumers are satisfied, they would come back to consume and be willing to introduce products to people. As a result, the sales volume will be raised. By fully understanding the customers’ needs and improving sales strategies can the dealers win their hearts.