電動車產業之經營策略研究－以F公司為例;Study on Business Strategies in the Electric Vehicle Industry - The Case of F Company

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题名:	電動車產業之經營策略研究－以F公司為例;Study on Business Strategies in the Electric Vehicle Industry - The Case of F Company
作者:	初亮廷;Chu, Liang Ting
贡献者:	企業管理學系在職專班
关键词:	電動車產業;經營策略;個案研究;electric vehicle industry;business strategy;case study
日期:	2023-05-31
上传时间:	2023-10-04 14:49:30 (UTC+8)
出版者:	國立中央大學
摘要:	由於電動車產業搭上了環保節能的浪潮而快速成長，使市場上電動車的能見度越來越高，逐漸地取代傳統燃油汽車，各家傳統車廠也開始對旗下產品朝純電化轉型。另由於電動車跨越了傳統車輛的技術限制，各領域的產業皆能參與，其中也包含高科技產業等，範圍廣大。本研究將對電動車產業的常見車種、發展趨勢、產業範疇進行研究探討，以發掘該產業的經營策略。個案公司於2020年由台灣的兩大集團合資成立，屬於新興研發設計、關鍵零組件製造、車載軟體系統整合及整車代工生產等電動車的製造商。並通過模組化、彈性化的電動車平台，提供客戶進行選擇。另個案公司亦可對外觀、軟體等進行客製化調整，為客戶節省大量的研發成本及開發時間。本研究透過對個案公司之經營策略進行分析，得出個案公司通過模組化、客製化的產品，再加上CDMS（Contract Design and Manufacturing Service，委託設計製造服務）的模式，使其於該產業展現產品的差異化，強化了自身的競爭優勢。另外透過BOL（Build-Operate-Localize，建構營運在地化）的策略於當地設置廠房，貼近市場並降低生產成本，以增加產品市占率。再者本研究也對個案公司之經營策略提出相關建議，為我國第一間電動車研發設計與代工製造企業向全球促銷產品建立營收，以及在全球減少碳排放的目標上提出解決方案。;Due to the rapid growth of the environmentally friendly and energy-saving trend, the electric vehicle (EV) industry has gained increasing visibility in the market and gradually replaced traditional fuel vehicles. As a result, traditional car manufacturers are also starting to shift their product portfolios towards pure electrification. Additionally, since EVs have overcome the technological limitations of traditional vehicles, industries from various fields, including high-tech, can participate in the development of EVs, making the industry broad and diverse. This study aims to explore the common types of EVs, development trends, and industry scope to discover the business strategies of the EV industry. The case company was established in 2020 as a joint venture between two major Taiwanese conglomerates. It is a manufacturer of electric vehicles that specializes in R&D, design, critical component manufacturing, vehicle software integration, and complete vehicle assembly. Through a modular and flexible electric vehicle platform, the company offers customers a wide range of customization options. Additionally, the company provides customized adjustments for exterior design and software, which can save customers a significant amount of research and development costs and time. By analyzing the case company′s business strategies, this study found that the company′s modular and customized products, coupled with Contract Design and Manufacturing Service (CDMS) model, help differentiate their products in the industry, strengthening their competitive advantage. Moreover, through the Build-Operate-Localize (BOL) strategy, the company established local factories to get closer to the market and reduce production costs, thus increasing their product market share. Finally, this study provides relevant recommendations for the case company′s business strategies, to promote the company′s products globally as the first Taiwanese EV R&D, design, and contract manufacturing enterprise, and to contribute to the global goal of reducing carbon emissions.
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