卡丁車的顧客旅程-以麗寶國際賽車場為例
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2022
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在臺灣大家對賽車的認知大多數停留在飆車、改車與不良環境的概念中，其實賽車是一種運動，就商業面來看，賽車運動是位居商業運動價值中的前三大之一。卡丁車在臺灣的商業價值卻被歸類在休閒娛樂而非運動產業，依據賽車運動相關的資料整理分析，現任與退役的 F1 賽車手皆有經過卡丁車的洗禮，期望可以藉由大眾對賽車運動的了解與認同，為臺灣打造一個友善的環境。利用課堂中所學習到的知識，轉化成現實產業中營運的智慧，藉由改善消費者痛點來強化營運模式，本研究採用顧客旅程的模式，探討臺灣唯一通過 FIA（國際汽車聯盟）與 CIK（國際卡丁車委員會）國際認證的麗寶國際卡丁賽車場，從消費者的購買前、體驗中、消費後一段完整的旅程，藉由與顧客的訪談中發現痛點與顧客滿意，提出卡丁車場營運的改善建議。
In Taiwan, most people's understanding of racing remains in the concepts of drag racing, car modification and bad environment. In fact, racing is a sport. From a commercial perspective, motorsport is one of the top three in commercial sports value. The commercial value of karts in Taiwan is classified as leisure and entertainment rather than sports industries. According to the analysis and analysis of data related to motorsports, current and retired F1 drivers have been baptized by karts. It is hoped that the publiccan learn about motorsports. And recognition, to create a friendly environment for Taiwan.Use the knowledge learned in the classroom to transform it into operational wisdom in the real industry, and strengthen the business model by improving consumer pain points. This study uses the customer journey model to explore Taiwan’s only passing FIA (International Automobile Federation) and CIK (International Kart Commission) Internationally certified Lihpao Racing Park, from the consumer’s pre-purchase, experience, and post-consumer journey to a complete journey, through interviews with customers, they found pain points and customer satisfaction, and proposed the operation of the kart circuit Suggestions for improvement.
In Taiwan, most people's understanding of racing remains in the concepts of drag racing, car modification and bad environment. In fact, racing is a sport. From a commercial perspective, motorsport is one of the top three in commercial sports value. The commercial value of karts in Taiwan is classified as leisure and entertainment rather than sports industries. According to the analysis and analysis of data related to motorsports, current and retired F1 drivers have been baptized by karts. It is hoped that the publiccan learn about motorsports. And recognition, to create a friendly environment for Taiwan.Use the knowledge learned in the classroom to transform it into operational wisdom in the real industry, and strengthen the business model by improving consumer pain points. This study uses the customer journey model to explore Taiwan’s only passing FIA (International Automobile Federation) and CIK (International Kart Commission) Internationally certified Lihpao Racing Park, from the consumer’s pre-purchase, experience, and post-consumer journey to a complete journey, through interviews with customers, they found pain points and customer satisfaction, and proposed the operation of the kart circuit Suggestions for improvement.
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顧客旅程, 卡丁車, 賽車, 接觸點, 顧客滿意, Customer journey, Go-kart, racing, touch points, customer satisfaction