在最近幾年裡，有部分的汽車消費者對於生活型態和汽車的要求都有許多改變。有越來越多的汽車消費者偏向購買內部空間寬闊的休旅車。為了滿足這些汽車消費者的需求，有越來越多的汽車廠商開始製造運動型休旅車(SUV)和多功能用途休旅車(MPV)。事實上，大部分在台灣的運動型休旅車都有兩排的座位，並且能搭載五名乘客。另一方面，大部分在台灣的多功能用途休旅車都有三排座位，並且能搭載七名乘客。然而，豐田WISH是受眾多消費者歡迎的多功能用途休旅車之一，但WISH應該被視為“迷你多功能用途休旅車(Mini MPV)”。
本論文將會針對豐田的迷你多功能用途休旅車WISH進行研究。首先，理解迷你多功能用途休旅車，在汽車市場裡的定義是非常重要的。第二，在台灣的汽車市場裡，有七個主要的迷你多功能用途休旅車。它們分別是豐田WISH、馬自達5、日產Grand Livina、三菱Savrin、福特i-Max、起亞Euro Carens、和現代Santa Fe。第三，以整體的汽車市場占有率來說，豐田汽車已成為最受歡迎的汽車製造商，而以銷售量來說，豐田WISH也早已成為最受歡迎的迷你多功能用途休旅車了。最後，本論文將會調查豐田WISH消費者的主要購買因素。
在進行完本研究後發現，豐田WISH有一群年齡介於四十幾歲到五十幾歲的目標客群，而這些主要的目標客群大部分都是已婚男性居多，在工作崗位上有不錯的收入，也有家庭和孩子。然而，本研究最大的困難點，就是收集台灣汽車市場中，所有相關汽車精準和確實的行銷數據。

The lifestyles and demands of automobiles for some auto consumers have changed significantly in recent years. There are more auto consumers who prefer purchasing larger vehicles with more interior space and capacity. To satisfy these auto consumers’ needs and wants, more automakers start manufacturing full-sized vehicles such as Sports Utility Vehicles (SUV) and Multi-Purpose Vehicles (MPV). In fact, most SUVs in Taiwan will have two rows of seats and can carry five passengers. On the other hand, most MPVs in Taiwan will have three rows of seating arrangement with seven-passenger capacity. However, Toyota WISH is one of the most popular MPVs in Taiwan auto market but WISH should be considered as a “Mini MPV”.
This research study will be focused on a Mini MPV called Toyota WISH. First, it is very important to understand the definition of Mini MPVs in the auto market. Secondly, there 7 major Mini MPVs in the Taiwan auto market, including Toyota WISH, Mazda5, Nissan Grand Livina, Mitsubishi Savrin, Ford i-Max, Kia Euro Carens, and Hyundai Santa Fe. Thirdly, Toyota has become the most leading automaker in terms of its market shares in total and Toyota WISH is also one of the most popular Mini MPVs in Taiwan auto market based on its sales volumes. Lastly, this research study will examine the primary purchasing reasons from some Toyota WISH owners.
After conducting this research study, it is clearly to see that Toyota WISH has its own target customers who are mostly mature male adults between ages at early 40s to late 50s and they are usually married with children. Nevertheless, while collecting all the statistical numbers, the precise and accurate automobile sales figures are the most difficult parts to obtain in Taiwan auto market.

Contents
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivations 4
1.3 Research Purposes 5
1.4 Research Scope 6
Chapter 2 Literature Review 7
2.1 Brand 7
2.2 Brand Awareness 8
2.3 Brand Images 9
2.4 Brand Competition 11
2.5 Target Customers 13
2.6 Consumer Behavior 14
Chapter 3 Research Methodology 18
3.1 Research Process and Date 18
3.2 Research Framework 18
3.3 Questionnaire Design 23
Chapter 4 Hotai Motor Ltd. 24
4.1 Company Brief Introduction 24
4.2 Toyota’s Strengths 29
4.3 Taiwan Automobile Market Shares 39
Chapter 5 Empirical Study Analysis 43
5.1 The Matrix, Effective Samples, Effective Sample Rates, Interview Methods, Distribution, and Qualification of Participants 43
5.2 The Characteristics of Questionnaire Participants 47
5.3 The Analysis of Modifying Variables, Independent Variables, Dependent Variables, and Intervening Variables 52
Chapter 6 Conclusions, Suggestions, and Research Restrictions 71
6.1 Conclusions 71
6.2 Suggestions 72
6.3 Research Restrictions 73
Reference 75
Appendix 79
Appendix I – Hotai Motors income statement, balance sheet, and organizational structure 79
Appendix II – Questionnaire samples, including Toyota WISH owners, Toyota salesmen, and Toyota mangers 88

中文
1. 若松義人、近藤哲夫(林慧如譯)(2005年3月1日)，豐田智慧：充分發揮人的力量，初版，台北，經濟新潮社。
2. 若松義人、近藤哲夫(TPS研究小組譯)(2007年5月)，豐田式生產力，4刷，台北，和昌出版社。
3. 王靜、羅旭敏(2005年6月)，再造汽車王國神話-豐田汽車，初版，台北，新瀚文化。
4. 楊涓子(2006年3月)，一根繩的管理奇蹟，初版，台北，海洋文化。
5. 門田安弘(國瑞協力會 TPS研究會譯)(2003年4月)，豐田的現場管理，初版二刷，台北，中衛發展中心。
6. 卡特勤、費黑、傑都利皮大克(江榮國、李昭瑢、顧鳳姿譯；劉水深校訂)(1986年5月)，日本如何進軍世界市場，初版，台北，華泰書局。
7. 趙珮君(2004)。進口車品牌形象策略之探究。國立中山大學傳播管理研究所碩士論文
8. 張維倫(2007)。台灣豪華進口小客車之競爭分析。國立中山大學企業管理學系研究班碩士論文
9. 王永和(2005)。自用新車上市行銷策略研討 – 以Toyota Minivan WISH上市為例。逢甲大學經營管理碩士在職專班碩士論文







English
A. Lewison, Dale M. (1996) Marketing Management an overview, Harcourt Brace & Company
B. Bennett, Peter D. (1995) Dictionary of Marketing Terms, American Marketing Association
C. Peter, J. Paul & Olson, Jerry C. (1990) Consumer behavior and marketing strategy, Richard D. Irwin, Inc.
D. Waarts, Eric. Koster, John. Lamperjee, Nico. Peelen, Ed. (1997) The international Encyclopedia of Marketing, Butterworth-Heinemann
E. Koichi Fujita, Setsuo Tokoro, Hiroaki Fujinami, Tomoya Kawasaki, Yukinori Yamada, Hideki Kato, (November 26, 2004) Toyota Technical Review Vol. 53, Sasatoku Printing Ltd.
F. Kenichiro Akizuki, Osamu Fujimoto, Katsuya Ueda, Takahiro Ishijima, Mitsuo Shiratori, Takashi Sugimoto, (Jane 26, 2006) Toyota Technical Review Vol. 54 No.2, Sasatoku Printing Ltd.
G. Fujio Cho (2008) Toyota Motor Corporation Annual Report, Sasatoku Printing Ltd.
H. Kiyoka Matsubayashi, Yukinori Yamada, Motomi Iyoda, Shin Koike, Tomoya Kawasaki, Masanori Tokuda, (March 26, 2007) Sasatoku Printing Ltd.
I. Soichiro Okudaira, (2003) Toyota Technical Review Vol. 52 No.2, Sasatoku Printing Ltd.
J. Berkman, Harold W. (1986) Consumer Behavior 3rd edition, Kent Publishing Company
K. Howard, Johan A. (1989) Consumer Behavior in Marketing Strategy, Prentice-Hall, Inc.
L. Peter, J. Paul (1990) Consumer Behavior and Marketing Strategy 2nd edition, Richard D. Irwin, Inc.
M. Keller, Kevin Lane (2003) Strategic Brand Management 2nd edition, Pearson Education, Inc.