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國人自創汽車品牌之商業模式分析 = The Business Model...

國立高雄大學高階經營管理碩士在職專班(EMBA)

國人自創汽車品牌之商業模式分析 = The Business Model Analysis of Domestic Own Brand Car Manufacturer

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Business Model Analysis of Domestic Own Brand Car Manufacturer
作者:	徐蔡仁,
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:	2013[民102]
面頁冊數:	64面圖，表 : 30公分;
標題:	自創品牌
標題:	Own Brand Manufacturers (OBM)
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/97837542744433594245
附註:	參考書目：面51-54
附註:	103年12月16日公開
摘要註:	裕隆自創品牌納智捷（LUXGEN）在2009年9月發表。自創品牌的成功因素不僅只限於企業本身的競爭能力以及競爭資產上的分析，而是應該含蓋企業整體的營運活動。也就是說，不同的產業營運活動都各自有專屬的一套穩定的營運方式在運作著，此營運模式則可稱之為「商業模式」。本研究以納智捷（LUXGEN）作為個案研究對象，採用Osterwalder ＆ Pigneur商業模式的九大區塊觀點，訪談高智捷各營業處主管，獲得以下結果，並據此提出未來之營運方向建議：一、核心價值：以「打造智慧，感動人的創新科技」，達到「不只移動，更多感動」的核心價值，LUXGEN品牌就是「預先設想，超越期待」。二、內部活動：關鍵生產活動，包含車體結構成型、底盤成型，引擎動力及變速箱，汽車電子系統與汽車內裝統整，以及整車設計與生產組裝，同時成功的與關鍵夥伴瑞典Mecel商、英國Mira商、法國Lmm商、美國Garrete商、日本AisinAw商、奧地利Manna商、英國Prodrive商、美國Delphi ABS商、瑞典Autoliv商合作。三、外部市場：顧客區隔略以LUXGEN來說，是以不同車款來區分用車族群的顧客。傳遞價值主張到終端的消費者即是自有通路，由北智捷、桃智捷、中智捷、南智捷、高智捷負責銷售，在中國地區負責銷售LUXGEN則是東風裕隆汽車。四、財務效益：營業收入是企業組織成本動能的關鍵，個案公司主要的企業活動是以生產商用及客用汽車，其收入來源就是銷貨收入，直接影響收入來源的多寡就是消費者購車訂單量與產品定價。 Luxgen Motor, OBM of Yulon Motor, went on sale in September 2009. The success factors of OBM not only lie in competitiveness of the enterprise and analysis of competitive assets but also refer to the whole enterprise’s operating activities. In other words, different industry has its own stable operation mode to run its business well. Such mode is so called the “business model.” This is a case study and Luxgen Motor was chosen as the target case. Nine business model building blocks of Osterwalder and Pigneur were applied. Directors of several branch office of Kaohsiung Luxgen were interviewed for data collection. The results showed as follows and can be provide for suggestions for operation direction in the future:1.Core Values: It aims to “create smart and moved innovation technology” to reach the core value of “not only movement, more move.” The core value of Luxgen is “premeditation and exceed expectation.”2.Inner Activities: Key producing activities include body shell forming, chassis forming, engine power, automatic transmission, car electronic control system, the integration of car interior, vehicle design, and production assembly. Meanwhile, Luxgen work well with its key partners including Sweden Mecel Engine Systems, UK MIRA Ltd., France Lmm, United States Garrete, Japan AisinAW, Austria Manna, UK Prodrive, US Delphi ABS, and Sweden Autoliv. 3.External Market: Customer segmentation of Luxgen is customer segmentation by different car styling. Delivering value focus on the end-consumers is the so-called name-brand channel. The sale channels include Taipei Luxgen, Taoyuan Luxgen, Taichung Luxgen, Tainan Luxgen, and Kaohsiung Luxgen while Dongfeng Yulon Motor Co., Ltd. is responsible for the sales of Luxgen in Mainland China. 4.Financial Effects: Operating revenue is crucial for cost momentum of enterprise organization. The case company is engaged in producing commercial vehicles and passenger vehicles. Sources of income are sales revenue. The quantity of sources of income is the order quantity for car purchase of consumers and pricing of products.

國人自創汽車品牌之商業模式分析 = The Business Model Analysis of Domestic Own Brand Car Manufacturer
徐, 蔡仁

國人自創汽車品牌之商業模式分析 = The Business Model Analysis of Domestic Own Brand Car Manufacturer / 徐蔡仁撰 - [高雄市] : 撰者, 2013[民102]. - 64面 ; 圖，表 ; 30公分.
參考書目：面51-54103年12月16日公開.
自創品牌Own Brand Manufacturers (OBM)

國人自創汽車品牌之商業模式分析 = The Business Model Analysis of Domestic Own Brand Car Manufacturer
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