動態競爭：汽車產業近年的活動為例

Abstract

汽車產業至今仍未經歷劇烈的變動。然而，隨著像無人駕駛、電動汽車、智慧駕駛等科技的進步，汽車產業正在經歷有新挑戰、新競爭者進入市場的階段。例如電池製造公司或科技公司是非常具有潛力的市場新進入者。 因此本研究針對科技公司以及原有的汽車製造商的競爭行為進行資料收集以及針對現有產業競爭者和新進入者，本研究試著找出兩者競爭行為之關聯性。本篇論文採用內容分析法來了解五間公司在五年內的四千個決策之關聯。結果顯示，科技公司在進入汽車市場上並無具體實質的策略或明顯動作，但汽車製造商藉由發布信息活動來傳遞其公司有針對產業趨勢制定相關規劃以及執行專案。

Car industry has been stabilized for more than a century. However, with the new development of technology like autonomous driving, electric vehicles or smart cars, the automobile industry is experiencing the challenges and competitions from new market entrants. Accordingly, battery companies or IT companies have the potential to be the new market competitors. Therefore, this study aims at understanding the pattern of competitive actions that IT companies and automobile companies brought out and searching for the possible linkage of the competitive actions between new market entries and current players. This paper employs content analysis of five firms that carried out over 4,000 competitive actions in a five-year period. As a result, there is unfortunately less evidence showing the linkage between new potential market players and existing firms. However, we do find out automakers implement projects related to the trend of the automobile industry through overt signaling actions.