近幾年SUV的銷售屢創新高，2017年全球SUV的市占率已經達到34%，同年，SUV在台灣的市占率也首次突破30%，SUV儼然成為汽車市場中最火熱的車型，也迫使的各家車廠不得不調整產品線並投入SUV的開發，其中，一般級距中型SUV為國內最暢銷的SUV級距，各家車廠都有相對應產品，是競爭最激烈的級距。因此，本研究將透過聯合分析法，探討消費者在購買一般級距中型SUV時，所在乎的產品屬性和產品組合，提供車廠在產品開發的過程中作為參考。
研究結果顯示，全體受測者在購買一般級距中型SUV時的屬性偏好依序為品牌形象、車輛安全性、汽車價格、燃油消耗、性能與操控、內裝配備，經過統計檢定後，車輛安全性和汽車價格的重視程度無顯著差異。最佳產品屬性組合為「Honda CR-V、車輛安全性優、汽車價格低於100萬元以下、燃油消耗優、性能與操控良好、內裝配備高階」。在市場區隔下，對於品牌形象的重視程度男性大於女性受測者，而對於車輛安全性的重視程度則是女性大於男性受測者。
而品牌形象在各市場區隔下，皆是受測者最重視的產品屬性，各車廠應該致力提升與維護自己的品牌形象，在汽車的品質控管、妥善率及售後服務等方面，都會影響到消費者對品牌的印象，且消費者在購買汽車時大都為理性狀態，會經過多方比較，詢問意見，擁有良好品牌形象必能在市場中保有競爭力。

Sales of SUVs have reached new heights in recent years. In 2017, the market share of global SUVs reached 34%. In the same year, the market share of SUVs in Taiwan exceeded 30% for the first time. SUVs have become the hottest models in the automotive market. Among them, the Mass-Market Mid-Size SUV is the best-selling SUV in Taiwan. Each brand has its own product, which is the most competitive stage. Therefore, this study will explore what attributes and combinations attract consumers when they purchase Mass-Market Mid-Size SUVs.
The results show that brand image is the most important attribute for customers, and other attributes listed in sequence below: safety, price, fuel consumption, performance and handling and interior equipment. After statistical verification, there is no significant difference in the importance of safety and price. The importance of the brand image is greater for male than for female, while the importance of safety is greater for female than for male.
According to results, each brand should strive to enhance and maintain its own brand image. In the aspect of quality control, availability and after-sales service, etc., it will influence the consumers' impression of the brand. Keeping a good brand image will surely maintain the competitiveness in the market.

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