電動車的台灣市場進入策略研究

Abstract

由於日漸污染的空氣，在巴黎全球氣候峰會上，PM 2.5被各國廣泛討論成為話題。包括汽機車的廢氣、工廠排放的硫氧化物等，當中更可能含有戴奧辛、重金屬成分，嚴重影響人類呼吸及健康。倘若以電動車輛逐漸取代傳統車輛，除了環境及空氣品質可以提升，也可減少二氧化碳及溫室氣體排放。 台灣本島南北長度約400公里，台灣亦是電動車產業重要供應鏈，因此在得天獨厚的環境優勢下，條件十分適合發展電動車產業。以現今美國特斯拉電動車的續航技術，充一次電約為350~400公里的續航力，台灣更應該提倡電動車的商業化。本研究是從全球電動車產業分析的角度探討台灣電動車市場進入策略，除了研究電動車進入台灣市場模式，並研究各國政府及相關法規與補助政策和充電基礎設施的配套措施，然後是研究以S公司成為電動車經銷商並與特斯拉和BMW公司進入市場策略。最後再對台灣和大陸進入電動車產業提出建議。 面對越來越大的環保壓力，油價逐漸上漲，新能源電動車勢必將取代傳統內燃機汽車。本研究希望以提升民眾接受電動車的購買意願為目的，進而加強教育民眾對於綠色環境的意識，更期待政府增列或修改相關法規並逐漸提高台灣各城市電動車充電站的數量，有利於緩解能源與環境壓力，推動電動車產業優化和消費升級，達到真正綠色環保的新趨勢。

Due to the growing air pollution issue, PM 2.5 is becoming widely discussed topic in 2015(11th) UN CLIMATE CHANGE CONFERENCE (COP21), which was held in Paris. The motor vehicle emission and emissions of sulfur oxides from factory contain more likely dioxin, heavy metals, which seriously influence the human health. If electric vehicle can gradually replace the traditional vehicles, not only the air quality will be improved, but also the carbon dioxide and emissions of greenhouse gas can be reduced. Taiwan is from north to south about 400 kilometers long, and is also the important supply chain of electric vehicle industry. These will be definite advantage for Taiwan to develop electric vehicle industry. The Tesla’s technology of all-electric endurance from USA makes the endurance to 350 to 400-kilometer in one charging. Therefore, Taiwan is highly recommended to push the commercialization of electric vehicles industry. This dissertation discusses the entry strategies of Taiwanese electric vehicle market from the perspective of the global electric vehicle industry. In addition, this article compares different governments’ related regulations and policy of financial subsidy, also the supporting measures of the charging infrastructure. It also discusses how the S company becomes an electric vehicle’s distributor, and comparing with TESLA and BMW companies’ entry strategies in market. Finally, this dissertation provides the recommendations of electric vehicle industry entry strategies in market of Taiwan and China. Facing with gradually rising fuel prices and the increasing environmental issues, new energy electric vehicles is bound to replace the traditional combustion engine vehicles. This study hopes to raise the acceptance to buy electric vehicles, and thereby strengthen people’s consciousness of green environment. More importantly, we hope that the government could amend the laws or regulations in order to build the electric charging infrastructure in Taiwan cities. These changes may not only release the energy and environmental pressures, but also optimizes the industrial structure and accelerates the upgrading of consumption to reach to the real green environment.