| 摘要: | 目前全球正面臨日趨嚴重的空污問題、極端氣候及地球暖化等現象，因此世界各先進國家都相繼將降低運輸工具的碳排放量列為未來發展目標。而政府亦於106年底宣布，2030年前逐步達到客運（公車）全面電動化之政策目標，並提出相關的補助計畫及方案，帶動了國內沉寂已久的電動大客車產業，也吸引新的大客車業者及相關供應鏈業者紛紛加入。在國內大客車電動化的趨勢由模糊轉趨明朗，市場由導入期進入到成長期，面對著規模不大的國內市場且競爭激烈，供應鏈來源有限，新的競爭者相繼出現的情況下，提出可供參考的市場策略，作為日後企業進行決策時的參考及建議。
本研究以個案公司現況為例，採個案研究（Case Study）的方式並以質性研究方法，收集次級資料以及對產業現況的實際觀察，對個案公司內部與國內電動大客車產業與整體市場環境進行分析。針對個案公司的沿革，實績與所擁有的核心技術來進行內部分析，以瞭解個案公司所具備的資源與能耐，藉由分析電動大客車的產品種類、動力種類以及產品結構來說明目前電動大客車產品的發展概況，並以 Porter 五力分析模型對目前國內電動大客車產業的現況以及政府政策來進行外部分析，以瞭解外部環境所帶來的機會與威脅。
在瞭解個案公司內部與外部狀況後，再利用 SWOT 分析模型針對外部環境的機會與威脅，以及企業內部的優勢與劣勢進行整體分析，以取得較佳的市場經營策略，是本研究的重點，並提出短期與中期的做法，最後於研究結論中針對市場，產品以及政策等三個面向提出較長遠之建議。希望能透過此研究分析，提供給規模與個案公司相當的車廠參考。;At present, the world is facing increasingly serious air pollution problems, extreme weather and global warming. Therefore, advanced countries in the world have successively listed reducing carbon emissions from transportation vehicles as their future development goals. At the end of 2017, the government also announced that it would gradually achieve the policy goal of full electrification of passenger transportation (buses) by 2030, and put forward relevant subsidy plans and programs, which have driven the long-silent domestic electric bus industry to develop, and also attracted new bus industries and related supply chain industries to join. The trend of electrification of domestic buses has become clearer, and the market has entered the growth period. In the face of a small-scale domestic market and fierce competition, limited supply chain sources and new competitors appearing one after another, market strategies are proposed as a reference for future enterprises to develop in the industry.
Taking the current situation of the case company as an example, this study collects secondary data and utilizes actual observation of the current industry environment while using the case study method. The study analyzes the case company and the domestic electric bus industry as well as the overall market environment of the case company. According to the evolution of the case company, its sales performance and the core technology it has, the study carries out internal analysis to understand the resources and capabilities of the case company. It further gives an overview and explains the current development of electric bus products by analyzing the product types, power types, and product structure of electric buses. It uses the Porter five force analysis model to conduct external analysis of the current situation of the domestic electric bus industry and government policies to understand the opportunities and threats brought by the external environment.
After understanding the internal and external conditions of the case company, the SWOT analysis model is used to carry out an overall analysis of the opportunities and threats from the external environment, as well as the advantages and disadvantages within the enterprise, to obtain better market and operation strategies, which are the focus of this study. The research finally proposes short-term and medium-term strategies, as well as long term development suggestions. The discussion puts forward long-term suggestions for three aspects, such as the market, products, and policies. It is hoped that this research and analysis can be utilized as a reference for bus manufacturers of comparable scale as the case company when developing business strategy. |
