汽車座椅的策略研究及發展方向—以U公司為例

Abstract

台灣汽車(座椅)產業發展已經將近有50年歷史，1960年裕隆汽車成立後25年，這些年代大都是只是引進日本或美國已開發量產的汽車(座椅)進行國產化開發生產，以現地組裝做License car，1981年裕隆汽車工程中心在桃園龜山成立，1986年台灣第一輛自主研發小轎車「飛羚101」，後來才有第一款自我研發的汽車(座椅)產品，2007年起第二代裕隆自主品牌Luxgen誕生，台灣才真正擁有自創品牌、新造型設計的汽車(座椅)產品。

面對汽車市場高度競爭下，如何來發展汽車座椅更大的成長空間，本文旨要研究汽車座椅發展方向，從蒐集市場、調查分析競爭力，描繪出未來產品的發展趨勢及策略研究與發展方向、包括創意產品、跨領域的產品，引出未來有發展潛力的座椅產品，從而帶領出市場領頭羊，持續提昇市場佔有率。

本研究結論顯示，從傳統汽車市場和消費者行為分析發現，具有汽車座椅的研究開發實力者，可以再水平展開開發更多的陸、海、空座椅產品，面對老年化時代的需求，陸上產品除汽車座椅外，福祉車、輪椅直接上改裝車，可旋轉的汽車座椅，露營車座椅，另外居家辦公室座椅；按摩座椅，兒童安全座椅，採用有人體工學的客製化造型座椅，亦是有大量需求趨勢，高鐵、地鐵、巴士座椅的豪華化都是有很大的市場發展商機。海上產品包括，遊艇、輪船等休閒豪華座椅；空中方面產品包括，航空飛機…等豪華舒適座椅，都是可以來發展。

Taiwan has a nearly fifty-year-history in the automobile industry. Yulon Motor was founded in 1960. In its first twenty-five years, its primary function was to locally assemble "Licensed Cars" for Japanese and American auto makers. In 1981, The Technical Engineering Center of Yulon Motor was founded at Kueishan, Taoyuan. The Center independently researched and developed Taiwan's first home-grown automobile, the “Feeling 101," in 1986. In 2007, Yulon created its second generation automobile model, the "Luxgen," an entirely Taiwanese automobile brand complete with redesigned automobile seats.

How can growth in the highly competitive market for automobile seats be expanded? This study will focus on the future development of automobile seats. It investigates and analyzes the competitive landscape and outlines future trends as well as strategic research around future products. This includes creative and interdisciplinary products that can lead to the identification of new, market leading products that can result in an increase in market share.

This study shows that from an analysis of the conventional automobile market and consumer behaviors, it was discovered that an organization with the R&D capability to develop car seats, can also expand horizontally into other markets. It can apply its expertise to seats manufactured for other purposes on land, sea, or in the air. Standard passenger automobile seats immediately come to mind when considering seats designed for "land". However, there are also welfare vehicles with the wheelchair-accessible or rotatable seats and the seats of recreational vehicles that need to meet the requirements of the elderly. In addition to home and office seats, there are also massage seats and child safety seats that employ the ergonomics of more regulated and customized seats. An upgrade to the seats the high speed rail, subway, and bus systems also represent a significant opportunity to expand market share. In terms of products for the sea, there are seats on yachts, speedboats, cruise ships, and steamboats that can be developed as high-end leisure seats. Similarly, for aircraft, comfortable and deluxe seats can also be developed.