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加油站洗車套券行銷效果之研究 = A Study of the Mark...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

加油站洗車套券行銷效果之研究 = A Study of the Marketing Effect of Bundled Carwash Tickets in Gas Stations

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of the Marketing Effect of Bundled Carwash Tickets in Gas Stations
作者:	王信凱,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	65面圖，表格 : 30公分;
標題:	行銷
標題:	marketing effect
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/39480515583644675222
附註:	參考書目：面44-47
附註:	含附錄
摘要註:	近年來隨著消費形態的改變，加油站業者為消費者所提供加油業務以外的相關收費服務選擇越來越多樣化，及各項行銷手法不斷推陳出新，例如在加油站設立驗車服務站或是洗車服務業務…等等，尤其是洗車服務業務所能為加油站業者帶來的利益最為直接受益，而洗車也是消費者在早期加油站洗車還是免費期間就已經被養成的消費習慣之一。本文將由加油站經營者觀點，來探討針對洗車服務所推出的洗車套券促銷活動，來分析影響加油站洗車套券行銷活動及銷售效果之因素。本研究主要以現行，已經在使用筆者公司之洗車套券行銷及促銷之國內北、中、南共八家加油站業者為研究對象，以半結構式問卷深度訪談方式探討各家業者之套券行銷策略成效及不同影響因素之行銷結果與優劣。最後歸納得到以下幾點結論：一、根據研究結果發現，整體而言大部份業者銷售套券都是採取降價策略為導向，這些是能夠讓消費者立即感受到優惠的促銷方式。二、經由訪談結果發現，各間業者嚴重缺乏結合套券的新促銷策略。三、根據研究結果發現，在套券銷售獎金發放頻繁的加油站越是可以激勵現場人員銷售業績，此為造成銷售效果不同的主要因素之一。 Due to the change of consumption patterns, gas station owners are providing a varity of fee-based off-gasoline services. They also keep changing different kinds of promotions, such as setting up vehicle inspection zone, providing carwash service in gas station, …etc. Among these, carwash, which now is the most profitable service for gas stations. especially is one of the familiar free services for car owners since the early stage of the privatization of gas station in Taiwan. This study standed from the viewpoint of gas station owners, and alied the effect of the promotion of bundled carwash tickets..This study applied purposive sampling to survey eight gas stations that are willing to fill out the questionnaire and are selling the bundled carwash tickets of our company in Taiwan as the research objectives.A semi-structured questionnaire and in-depth interviews are used to investigate the marketing effects and promotion strategies of bundled carwash tickets under different influential factors. I conclude the findings as followings;1. According to the analysis, a majority of gas stations tend to use the pricing strategy, so that consumers may feel the benefit immediately.2. During the interview, we found that gas station owners were not creating new combined promotion, instead, they still used pricing down approach.3. Based on the analysis, staffs in selling bundled tickets are more encouraging in gas stations with less sales commission limitation,. This is one of the main factors resulting in different sale performance.

加油站洗車套券行銷效果之研究 = A Study of the Marketing Effect of Bundled Carwash Tickets in Gas Stations
王, 信凱

加油站洗車套券行銷效果之研究 = A Study of the Marketing Effect of Bundled Carwash Tickets in Gas Stations / 王信凱撰 - [高雄市] : 撰者, 2012[民101]. - 65面 ; 圖，表格 ; 30公分.
參考書目：面44-47含附錄.
行銷marketing effect

加油站洗車套券行銷效果之研究 = A Study of the Marketing Effect of Bundled Carwash Tickets in Gas Stations
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