純電動車在世界各國示範運行已久，卻無法如期量產上市，在市場還未完全開發之時，車廠或是政府是利用什麼樣的商業模式去引導民眾接受這項新科技的產品？本研究目的為探討純電動車市場上各種的商業模式，並推論純電動車製造廠商的利潤公式以及政府補助和未來零組件成本變化對消費者的影響。透過蒐集各次級資料文獻，初步建構純電動車商業模式的中心思想，以政府、車廠和消費者三方角度，以及純電動車馬達與電池之關鍵技術，再輔以實際案例並與原架構比較差異，整合成完整的純電動車商業模式整合架構。車廠利潤公式以電池系統、馬達系統與零組件之成本為基準，找出各零組件於整車的成本比例，進而推導車廠生產純電動車的利潤公式。以所推論的利潤公式和消費者主張為分析基礎，得出能夠促使消費者購買的動機為電池成本降至283/kwh美元以下、油價偏高並且接受政府補助金額9000美金至10000美金。政府則需於2015年市場擴大前擬定補助政策以及建設電動車基礎設施以建立消費者信心和使用意願。Battery electric vehicle demonstration projects have run in the world for a long time. When the market is not fully developed yet, what kind of business model is used to guide people to accept this technical product by automakers and the government? The purposes of the study are to explore the business model of the pure electric vehicle market, inference the pure electric vehicle manufacturer's profit formula, government subsidies and future changes of components in cost impact on consumers. The initial central idea of pure electric vehicle business model is constructed by collecting secondary data literature, then add tripartite point of views to the model including automakers, government, and consumers, as well as pure electric car motors and batteries technologies. The business model is also supplemented by actual cases and the difference with the original business model, integrating into a pure electric vehicle business model integration framework. The manufacturer's profit formula is based on the cost of battery systems, motor systems and components by identifying the various components in the vehicle cost ratio, and then inference the profit formula of the automaker. Based on the profit formula and consumer advocates analysis, the conclusions is that the motivation to encourage consumers to purchase is: battery cost to below $ 283/kwh, higher oil prices and accepting government’s subsidy in $9,000 to $ 10,000. Government should develop the subsidy policies and the construction of electric vehicle infrastructure in order to build consumer confidence and willingness to use before the expansion of the market in 2015.
