電動機車營運發展之策略探討－以Gogoro為例

Abstract

據交通部公路總局統計，截止2023年3月底台灣的機車數量高達1442萬左右，而台灣人口總數在同時期達到2333萬人左右，也就是說在台灣平均每100個人，就有62輛的機車，機車密度為全球數一數二高的國家。近年來，無論是科技跳躍式的進步或是各國政府制訂的淨零碳排，台灣也提出「2050淨零排放路徑藍圖」，都將推升電動載具的供給及需求。台灣作為機車大國，機車電動化勢必也是響應淨零碳排的手段之一。 本研究選定Gogoro，一間台灣領先且具代表性的電動機車廠商，作為研究對象，透過個案研究法的方式，蒐集期刊、論文、報章雜誌，分析探討Gogoro在國內以及海外的經營發展的優勢及挑戰。首先在國內的發展上，探討Gogoro在台灣的布局、使用者因素、其PBGN聯盟以及在台灣發展目前所面臨的挑戰和其他競爭者探討。再者，Gogoro的海外擴張上，以國際進入策略架構包IR矩陣、CAGE分析，來分析其進入其他國家的考量因素，並分析其在海外目前遭遇到的挑戰，並歸納出總結。最後建議Gogoro未來可行的發展策略，將其分成短期策略面－專注營收、中期策略面－制定產業標準及投入資產、長期策略－實現智慧交通及永續能源，以實現其價值主張及目的，達成永續發展。

According to statistics from the Directorate General of Highways, as of the end of March 2023, Taiwan had a staggering number of approximately 14.42 million scooters, while the total population reached around 23.33 million people. This means that there are 62 scooters for every 100 people in Taiwan on average and making it one of the countries with the highest scooter density in the world. In recent years, with technological advancements and Net-Zero, Taiwan had also lunch the "Taiwan’s Pathway to Net-Zero Emissions in 2050", which will drive the supply and demand for electric vehicles. As a major player in the scooter industry, the electrification of scooters in Taiwan is undoubtedly one of the means to achieve Net-Zero.

This research focuses on Gogoro, a leading and representative electric scooter manufacturer in Taiwan, using the case study method to collect data from journals, papers, newspapers, and magazines. The study analyzes and discusses the advantages and challenges of Gogoro's domestic and international business development. Firstly, in terms of domestic development, it explores Gogoro's layout in Taiwan, including user factors, the PBGN alliance, and the challenges and competitors it currently faces. Furthermore, regarding Gogoro's overseas expansion, international entry strategy frameworks such as the IR matrix and CAGE analysis are employed to analyze the factors that Gogoro considered when entering other countries. This research also analyzes the overseas challenges Gogoro currently faces and provides a summary of the findings. Last, this research proposed feasible development strategies for Gogoro's, and categorized into short-term strategies focusing on revenue, medium-term strategies involving the establishment of industry standards and investment in assets, and long-term strategies aiming to achieve smart transportation and sustainable energy, thereby realizing its value proposition and objectives for sustainable development.