| 摘要: | 近年來中國針對新能源汽車產業國家層面的大力支持，制定《新能源汽車產業發展規劃（2021-2035年）》，明確了新能源汽車產業的發展目標，包括碳達峰、碳中和目標，財政補貼與稅收優惠，基礎設施建設與充電保障，技術創新與產業升級等一系列相關利多政策，促使汽車緊固件的需求比例大幅度上升，迫使冷鐓機製造產業必須面臨調整結構與轉型升級。因此在中國轉向製造強國階段，如何利用現有的經營經驗、行銷策略與市場分析數據，在如此高競爭的賽道上爭取一席之地。
本研究之目的，主要探討冷鐓機製造產業在中國新能源汽車百家爭鳴的年代以及非常內卷的經營環境，如何利用優勢並改善劣勢的能力，以因應產業環境轉變所衍生的挑戰。
本研究主要針對在中國設廠的冷鐓機製造SCZ公司，探討其在中國的行銷策略、目標行銷STP與關鍵成功因素，利用政府官方與研究協會所公布之次級資料加以歸納整理，並蒐集相關文獻資料，採用質性研究中的個案分析法，進一步邀請個案公司之高階管理者進行深入訪談，從產品、價格、通路和促銷等幾個方面，探討個案公司進入中國市場的發展歷程與經營策略。
最後，本研究針對個案SCZ公司之經營管理策略作深入探討並找出關鍵成功因素，創造出其賴以生存的競爭優勢，於此新能源汽車蓬勃發展年代，得以永續經營並屢創佳績。
;In recent years, China has formulated the "New Energy Vehicle Industry Development Plan (2021-2035)" for the strong support of the new energy vehicle industry at the national level, which clarifies the development goals of the new energy vehicle industry, including carbon peak, carbon neutrality goals, financial subsidies and tax incentives, infrastructure construction and charging guarantees, technological innovation and industrial upgrading, and a series of related favorable policies, which have promoted a significant increase in the demand for automotive fasteners, forcing the cold bolt former manufacturing industry to face structural adjustment and transformation and upgrading. Therefore, in the stage of China′s transformation into a manufacturing power, how to use the existing business experience, marketing strategy and market analysis data to fight for a place in such a highly competitive track.
The purpose of this study is to explore how the cold bolt former manufacturing industry can take advantage of its advantages and improve its weaknesses in the era of competition for new energy vehicles in China and the very involuted business environment, so as to cope with the challenges arising from the transformation of the industrial environment.
This study mainly focuses on SCZ companies that have set up factories in China, discusses their marketing strategies, target marketing STPs and key success factors in China, summarizes and sorts out the secondary data published by government officials and research associations, collects relevant literature, adopts the case analysis method in qualitative research, and further invites senior managers of case companies to conduct in-depth interviews, and discusses the development process and business strategies of case companies entering the Chinese market from the aspects of products, prices, channels and promotions.
Finally, this study provides an in-depth discussion on the operation and management strategy of SCZ and identifies the key success factors to create the competitive advantage it relies on to survive, so that it can achieve sustainable operation and achieve good results in this era of vigorous development of new energy vehicles. |
