營銷活動的國際化是一個眾所皆知且日益發展的現象，對於無法跟進全球化脈絡的公司即
存有極高風險甚至於失去其本國市場。沒有成功的公司往往在於無法達到當地消費者文化層面上
的需求與渴望，台灣即蘊藏濃厚儒家價值觀的獨特文化。了解外國公司在特定市場成功與否的原
因也許會帶給未來新進一個良好學習機會來增加競爭優勢。
本篇論文主要目標為找出成功國際且持續成長的捷克汽車製造業者Skoda 在台灣行銷策略
分析的失敗原因。這項研究以消費文化理論及來源國效應來解釋消費者行為，由量化方式與個案
研究方法完成。Skoda 顧客焦點團體法和面談Skoda 經銷商為研究主要數據來源。研究建議應在
台灣消費者身上強調其品牌知名度、造車品質和高電子的科技技術。網際網路為消費前獲取
該車資訊的重要來源，消費者能得到捷克共和國為其汽車生產國的資訊卻很少。不過擁有
德國工業技術於該汽車評價中有正面積極的影響。營銷組合為Skoda 行銷策略的基本概
念，而缺乏定位型、少量廣告行銷、低度重視品牌建立為Skoda 失敗的主要因素。

The internationalization of marketing activities is a well-known and growing phenomenon.
The companies that are unable to pursue global opportunities are at high risk since it could
eventually lead them to lose their domestic markets. The failure of the company often results
from not being able to meet with culturally based needs and wants of local consumers (Melewar
et al., 2003). Taiwan represents a specific consumer culture with a strong persistence of
traditional Confucian values (Ahuvia & Wong, 1998). Understanding the reasons for the success
and the failure of foreign companies on specific markets may represent a great learning
opportunity which may bring a competitive advantage for future entrants.
The main goal of this study was to find out the reasons for the failure of Skoda - an
internationally successful and growing Czech automaker – in Taiwan through the analysis of its
marketing strategy. Consumer culture theory and country-of-origin effects are used in this study
to explain the consumer’s behavior. The qualitative approach and case study methodology was
carried out. Face-to-face interviews with Skoda dealers, focus group with Skoda customers and
the observation were the main sources of data. The research suggested the increased importance
of the brand prestige and luxurious materials and high-tech electronics for Taiwanese consumers.
Internet was found to be the important source of pre-purchase information. There was found a
low knowledge of consumers about Czech Republic as a country-of-origin of automotive
products. German technology had a positive impact on automotive product’s evaluations. Skoda
marketing strategy was described and evaluated based on the marketing mix conception. The
inadequate positioning, insufficient promotion and a low emphasis given on brand building, were
identified as the general reason for Skoda’s failure.

Table of Contents

I. Abstract I
II. Declaration II
III. Acknowledgment III
IV. Table of Contents V

Chapter I
1. INTRODUCTION
1.1. Background 1
1.2. Research Goals and Objectives 3
1.3. Outline of the Study 4
1.4. International Automotive Market Overview 5
1.5. Taiwan Automotive Market Overview 7
1.6. History and Presence of Skoda 9
1.7. Conclusion 12

Chapter II
2. REVIEW OF THE LITERATURE
2.1. Preamble 13
2.2. Consumer Culture Theory and Its Implications in Automobile Choice Behavior in Taiwan 13
2.3. Country-of-Origin Effects and Implications on the Automobile Purchase 20
2.4. International Strategic Martketing on Automotive Industry 28
2.4.1. Decision Making on Market Entry Mode 28
2.4.2. Debate Between Standartization and Adaptation 30
2.4.3. Previous Research on Skoda’s International Marketing 32
2.5. Competitive Strategic Comparsions of Foreign Automotive Brands in Taiwan 35
2.5.1. Previous Research 35
2.5.2. Japanese and American Brands 36
2.5.3. European Brands 38

Chapter III
3. METHODOLOGY
3.1. Preamble 39
3.2. Research Method 39
3.3. Data Collection 393
3.3.1. Data Sources of a Case Study ..43
3.3.2. Validity and Reliability 44
3.3.3. Individual In-Depth Interview 45
3.3.4. Focus Group Interview 46
3.3.5. Observation 48
3.3.6. Population Sampling and Data Collection Process 49

Chapter IV
4. DATA ANALYSIS AND DISCUSSION
4.1. Preamble 55
4.2. The influence of the Taiwanese Consumer Culture on Automobile Purchase 55
4.3. Country-of-Origin Effects on Automobile Purchase in Taiwan 63
4.4. The Marketing Strategy of Skoda in Taiwan 67
4.5. Why Skoda Did Not Succeed Taiwan? 77

Chapter V
5. CONCLUSION
5.1. Preamble 81
5.2. Summary of Findings from the Study 81
5.3. Limitations of the Research 83
5.3.1. Limited Sources of Data 83
5.3.2. Limited Generalizations 84
5.3.2. Limited Scope 84
5.4. Contributions to Knowledge 84
5.5. Proposals for Future Research 89
5.5.1. Pre-purchase Decision Processes of Taiwanese Consumers 87
5.5.2. Country of Origin Effects on Automobile Purchase in Taiwan 87
5.5.3. Consumer Satisfaction 88
5.6. Final Reflection 88

Reference
6. Reference 89

Appendices
A. Transcript of the Focus Group Interview with Skoda Customers 97
B. Transcript of the In-depth Interviews with Skoda Dealers 104
C. Transcript of the Group Interview with Non-Skoda Customers 109
D. EU Plate – Skoda Club Taiwan 111
E. Skoda Models in Taiwan 112

V. List of Tables and Figures
Table 1.1. Production of Passenger Cars by Region in Millions Units………………………………7
Figure 1.1. The Stages of Study……………………………………………………………………….12
Figure 3.1. Data Triangulation………………………………………………………………………..45
Table 3.1. Focus Group Participants…………………………………………………………………53
Table 3.2. Interviewed Non-Skoda Customers…….………………………………………………...57
Table 4.1. Marketing Strategy of Skoda in Taiwan………………………………………………...76

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