以亞洲市場探討電動車商業模式

Abstract

因應全球暖化問題與能源危機，節能減碳已成為目前全球上當道議題。為了能降減傳統內燃機汽車所帶來的二氧化碳排放汙染問題，各國政府逐漸轉以研發利用「電能」取代「傳統燃料」作為驅動力的電動車領域。 雖然目前電動車仍有關鍵問題未能立即解決，即電池技術、購車成本、基礎建設等重要因素，但電動車產品所衍生出來的商品功能以及附加價值，將創造出嶄新商機與獨特的商業模式。因此，本研究以SRI情境分析法試圖以東亞市場為主題，建立未來電動車產業的商業模式策略架構。當歸納出影響電動車發展的關鍵決策因素與外部驅動力，找出影響電動車商業模式的因子後，接著依情境分析法推演出情境不確定主軸為技術發展程度、市場銷售強度、基礎建設完整度等三大項目，並針對不同情境描述說明環境與機會後，給予不同商業模式建議，依此可推演出商用電動車為最適合現今推廣電動車產業的產品項，是發展電動車重要利基市場。

Due to global warming and energy crisis, energy reduction and carbon saving have become one of today’s most targeted issue. In order to decrease the carbon emission produced by the traditional internal combustion engine, governments around the world have put efforts into research for ways to replace traditional fossil fuel with electricity as the mean for propulsion in the area of electric vehicle.

Although technology on electric vehicles still have few problems that need to be solved, such as battery technology, cost of purchase, infrastructure, the electric vehicles itself can give rise to various commercial products and add-on values, providing new business models and opportunities. Therefore, this research will attempt to construct a business model and strategies on the future electric car industry, using SRI statistical analysis focus East Asian markets. After summing up the all the key decision factors and driving force that affect the evolution of electric car industry, factors that shape the electric car industry can be found. Next, based on event driven analysis, uncertainties can be found in the area of technology advancement, market response, and fundamental infrastructure. Thus, a business suggestion can be offered, targeting different scenarios and opportunities, making a hypothesis on the most appropriate product selections for promoting the electric car industry, as the most fundamental element of developing electric car market.