自90年代開始，汽車市場進入了前所未有的激烈競爭，不論是因為政府
對進口車輛政策之開放，還是因為消費者對於產品多樣的需求，汽車製造
商與經銷商為了尋求永續經營之目的，對於各項經營之管理多有許多策略
之執行、監督與協商。目前台灣主要之汽車製造商為美系、日系與歐系，
為了探求製造商所規劃隻行銷策略對於經銷商營運績效之影響，本論文及
以此三大體系之汽車製造商經銷商為研究主體，以期達到以下三個目的：
1、經銷商對於製造商行銷策略認知是否會有程度之差異？
2、探討經銷商對於執行製造商行銷策略之績效水準是否會有差異？
3、探討經銷商執行製造商行銷策略是否影響其績效？
本論文已先以Ford經銷商為問卷預測分析之對象，問卷回收後再進行因
素分析與信度檢定，再以主要成份之分析，將相關係數較高或較低之題項
作為變數挑選之準則，製作正式問卷之題目，分別發送與Ford, Mazda,
Toyota, Nissan, Audi 與BMW等汽車經銷商共48份，回收48份，扣除無效
問卷3份，有效回收率89.58%。
問卷之形式為封閉式、並採李克特五尺度作為衡量水準，研究當中所選
用之資料分析方法主要有以下幾種：
1、相關分析：用以了解經銷商對製造商行銷策略之認知程度與執行後績效
相關程度。
2、回歸分析：探討以經銷商對製造商行銷策略認知程度之各構面為自變
項，執行後績效之影響因素各構面為依變項，兩者之關係與交互作用之影
響。
3、變異數分析：分別就不同職位填答者與不同國別製造商經銷商對於執行
行銷策略之認知程度差異情形進行分析。
經過分析檢驗後發現，本研究有以下發現：
1、經銷商對製造商行銷策略認知程度之各構面，與執行後績效之影響，互
有不同程度之影響。
2、經銷商內部不同職務之人，對於製造商行銷策略之各構面有不同程度之
認知程度，造成不同程度之績效影響。
3、所屬製造商國別不同之經銷商，對於製造商行銷策略認知，並不直接與
執行行銷策略後之績效有何顯著關係。
4、經銷商職稱與所屬製造商國別，在製造商行銷策略構面之自變項與績效
間之依變項交互作用下，並著任何顯著之關係。
經由本研究後可以得知，製造商行銷策略之各項構面對於經銷商績效各
有程度之影響度，但因為本研究之問卷設計、樣本數等等限制，可能使得
干擾變數之分析有所不足，但整體而言，在探討製造商行銷策略之認知因
素與執行後績效影響之因素，均達到管理實務上具有參考價值之目的。

Since the year of 90th, vehicle industry has become a serious
competitive battle ground in Taiwan. Every vehicle copamy has tried the
best to promote the products, reduce the production cost, and increase
customer retention rates. As the result, there are many marketing
strategies wildly implement not only in vehicle industry as well as other
fields.
The main purposes of the paper are three:
1. Do dealers have different conception of the marketing strategies
planned by the same manufacture?
2. Do dealers perform differently while implement the marketing
strategies planned by the same manufacture?
3. Is there any relative between dealer’s performance and manufacture’s
marketing strategies?
Using different types of statistics methods, there are four major finds from
this paper:
1. The conceptions of dealers to the marketing strategies influsing the
performance of the implementation.
2. Different positions of management of dealers having different
conceptions to the marketing of the manufactures. As the result, the
implementation performances come to differently.
3. Different nationalities of the manufactures don’t directly impact to the
concenptions of dealers to the marketing strategies.
4. There is no difference of the performance impact whether it is different
dealers and nationalities.

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