| 摘要: | 近年來，汽車產業因電動化、聯網技術以及軟體定義汽車（Software-Defined Vehicle, SDV）的崛起，正經歷技術與商業模式的深刻變革。特別是在 CASE（Connected, Autonomous, Shared & Service, Electrified）趨勢的推動下，汽車產業的價值鏈逐漸從以產品為核心的傳統銷售模式，轉向以服務與數據驅動的持續收入模式。面對因電動化導致維修保養收入縮減、與消費者互動不足及個性化需求難以被滿足等挑戰，汽車數位功能訂閱服務被視為是一種創新且具潛力的商業模式。
本研究聚焦於台灣汽車市場，探討訂閱制服務在汽車領域應用之可能性。透過質性研究方法中的深度訪談法，蒐集來自汽車產業專家的觀點，藉以分析訂閱制商業模式的可行性，並運用商業模式九宮格工具，探索適合台灣市場的汽車功能服務訂閱模式之雛型。研究結果顯示，訂閱服務能有效提升車廠經常性收入並減少對單次銷售的依賴，還能藉由數據應用增強品牌的黏著度。靈活的功能啟用與軟體升級滿足了消費者對個性化與即時服務的需求，進一步解決高單價商品中功能僵化與無法靈活選配的痛點，為消費者帶來更卓越的體驗價值。
此外研究發現，儘管台灣市場規模有限，B2B2C 模式透過整合車廠、技術供應商與第三方生態系統，可有效降低運營成本、擴大服務應用場景，同時滿足車廠與消費者雙方的需求。尤其在數據驅動的基礎上，車聯網技術與個性化服務能持續優化服務內容，創造長期價值。
本研究在務實方面為台灣汽車產業的創新商業模式設計提供了參考，並為未來提出深入研究的方向。
;In recent years, the automotive industry has undergone profound technological and business model transformations driven by electrification, connectivity, and the emergence of Software-Defined Vehicles (SDV). Particularly under the CASE (Connected, Autonomous, Shared & Service, Electrified) trends, the industry′s value chain has gradually shifted from a traditional product-centric sales model to a service and data-driven recurring revenue model. In response to challenges such as reduced maintenance revenue due to electrification, insufficient consumer interaction, and difficulties in meeting personalization demands, automotive function subscription services have emerged as an innovative and promising business model.
This study focuses on the Taiwanese automotive market, investigating the potential applications of subscription services in the automotive domain. Employing a qualitative research approach, in-depth interviews were conducted with industry experts to analyze the feasibility, challenges, and opportunities of subscription-based business models. The findings were further refined using the Business Model Canvas, leading to the development of a prototype tailored to the Taiwanese market. Results reveal that subscription services effectively enhance automakers’ recurring revenue streams, reduce reliance on one-time sales, and foster stronger brand loyalty through data-driven applications. Additionally, flexible feature activation and software upgrades cater to consumers’ needs for personalized and on-demand services, resolving issues such as rigid configurations and limited customization options, thereby enhancing user satisfaction.
Furthermore, the study highlights that while the Taiwanese market is limited in scale, a B2B2C model can integrate automakers, technology providers, and third-party ecosystems to reduce operational costs and expand service applications. This collaborative approach addresses the needs of both automakers and consumers, enabling continuous service optimization and the creation of long-term value. In particular, data-driven applications, including connected vehicle technologies and personalized recommendations, play a critical role in sustaining service innovation.
This research provides practical insights for designing innovative business models in Taiwan’s automotive industry and offers recommendations for future studies to further refine consumer-focused subscription strategies. |
