汽車服務產業導入數位轉型顧問模式－－以歐固德進口車保養聯盟桃園廠慶通汽車為例

The Automobile Service Industry Introduces the Digital Transformation Consultant Model - Taking All Good Imported Car Maintenance Alliance Taoyuan Factory Qing Tong Automobile as an Example

本研究以歐固德進口車保養聯盟桃園廠慶通汽車公司為個案，從數位轉型顧問的觀點探討如何將數位化技術應用於汽車服務廠的方法。研究採用數位轉型顧問模式架構，目的包括透過數位化技術的應用，改善汽車服務廠的消費者體驗，例如線上預約系統、行動應用程式及顧客評價回饋機制，提供更便捷的服務，以及更有效率與效能的經營管理。此外，本研究深入探討了資料分析在汽車服務廠經營管理中的應用。讓廠商能更精確地理解消費者需求，最佳化經營策略，提供個性化的服務。同時，本研究亦聚焦於使用資料分析、應用人工智慧技術，來評估這些數位化轉型措施的行銷成效。不僅提高了服務品質，更能預測維修需求，提供更優質的客戶支援。本研究管理意涵為汽車服務廠的數位化轉型提供了實際創新方法和策略。透過選擇適合的數位轉型教學理論、建立適應個案公司需求的商業模式、評估轉型準備成熟度，並建立執行數位轉型的架構，以支持企業的數位轉型。研究貢獻在於探討了汽車服務廠數位化轉型的創新方法和策略，並提供了顧問導入數位轉型顧問模式的指南，以實現企業的數位轉型目標。
本文研究的目的是促進汽車服務廠在數位轉型領域中的專業發展，使其能夠在數位轉型的領域中具有競爭優勢，成為有利的參與者。具體而言，研究旨在提供相關策略（讓廠商能更精確地理解消費者需求，最佳化經營策略）和最佳實踐（透過數位化技術的應用，改善汽車服務廠的消費者體驗），幫助汽車服務廠提升其在數位轉型領域的能力和專業知識，並培養其在數位轉型中所需的技能和能力。這樣的專業發展將使汽車服務廠能夠更好地應對數位轉型的挑戰，並在數位轉型領域中取得成功。

This study takes Qing Tong Automotive Company, a member of the All Good imported car maintenance alliance in Taoyuan, as a case study to explore how digital technologies can be applied to automotive service centers from the perspective of a digital transformation consultant. The study adopts a digital transformation consultant model with the aim of improving the consumer experience in automotive service centers. Through digitalization technologies such as online reservation systems, mobile applications, and consumer feedback mechanisms, the study seeks to provide more convenient services and optimize business management. Additionally, this research delves into the application of data analysis in the operation and management of automotive service centers. This allows businesses to better understand consumer needs, optimize business strategies, and provide personalized services. Furthermore, the study focuses on evaluating the marketing effectiveness of these digital transformation measures through data analysis and the application of artificial intelligence technology. This not only enhances service quality but also enables the prediction of maintenance needs and the provision of superior customer support. The managerial implications of this study provide practical innovative methods and strategies for the digital transformation of automotive service centers. This involves selecting suitable digital transformation teaching theories, establishing business models that cater to the needs of the case company, evaluating the maturity of transformation readiness, and establishing a framework for implementing digital transformation to support the digital transformation of enterprises. The research contribution lies in exploring innovative methods and strategies for the digital transformation of automotive service centers and providing guidelines for consultants to introduce the digital transformation consultant model to achieve the digital transformation goals of enterprises.