臺灣法拉利車主協會營運計劃書

Abstract

本營運計劃以義大利法拉利公司 (Ferrari S.p.A.) 官方認證的臺灣法拉利車主協會 (Ferrari Owners’ Club of Taiwan, 簡稱 FOC Taiwan) 為基礎，進行超跑競爭品牌產業市場分析，對於具有在臺灣地區購買法拉利超跑的車主資格與熱衷法拉利品牌文化和價值的忠誠顧客，聚合加入成為協會會員的活動服務業務為主，透過品牌社群研究，以深度訪談臺灣法拉利車主協會中資深會員的方式做質化分析，找到目標客戶的共通性特質並瞭解他們的未被滿足需求，以制定更好的營運策略來創造、溝通與傳遞品牌價值給顧客，並且與法拉利在臺總代理商臺灣蒙地拿公司通力合作，共同經營良好顧客關係，務求增進目標客戶對法拉利品牌的全面感知價值，以取得忠誠客戶的支持與增進品牌價值的提升，並建構專屬法拉利車主服務的獨佔市場，注重協會社群與品牌的連動力，發展成為臺灣優質的超跑車主協會，展現品牌永續經營的實力。

The Ferrari Owners' Club of Taiwan (FOC Taiwan), officially authorized by Ferrari S.p.A., enhances Ferrari's brand value, builds customer loyalty, and constructs exclusive services for Ferrari's target customers in Taiwan. The FOC shapes the owners to be the brand ambassadors and further magnifies the value of Ferrari. The business plan is based on the FOC Taiwan to analyze the Taiwan supercar market, the SWOT analysis of Ferrari, the target customers, and the operating strategy. Throughout the community research from those in-depth interviews with the senior members of the FOC Taiwan, we can improve the operationefficiency in delivering strong brand value to the customers from of their unsatisfied demands. The proposal also recommends tightening the cooperation with Moderna TaiwanLimited on good customer relationship management, to enhance the total perceived value ofthe Ferrari to the target customers. It is expected to develop into a high-quality supercarowners association in Taiwan for demonstrating the strength of the Ferrari brand's sustainability.