電動車充電樁商業模式探討，以台達電為例

Abstract

當今全球掀起電動車浪潮，然而電動車要加速普及，充電樁與充電基礎設施的重要性不可言喻。電動車產業鏈下游的充電樁與充電基礎設施已成為各家廠商必爭之地，企業紛紛結盟或靠自身實力形成獨特商業生態系，目前電動車充電樁市場上已出現如以品牌車廠主導的特斯拉超級充電商業模式、以充電樁設備製造商主導的ChargePoint軟硬體服務模式，以及以充電站/樁營運商主導的中國特來電集群充電與雲平臺模式。

本研究欲探討臺廠於電動車充電樁產業可佈局的商業模式與生態系，並以臺廠電源管理領導廠商台達電作為個案探討，台達電是臺廠目前投入充電樁研發與生產製造最早的企業，且已成功打入多國市場。本研究首先從Business Model Canvas (BMC) 商業模式理論進行台達電現況分析，台達電作為充電樁設備製造商，在BMC的客戶群、關鍵資源等面向已具備一定優勢，然而在成本結構與收入面則表現較弱，這受制於訂單的穩定性與充電樁設備具備龐大資本支出的特性。本研究接續從生態系統商業模式創新角度來分析台達電於消費者端與產業發展端的財務、顧客、策略與商業模式表現，經分析結果發現，台達電於消費者端減少消費者電池成本、電動車整車成本、促進消費者行為與認知轉變等維度表現較弱；於產業發展端則是推動商業模式轉型與試驗、使商業模式服務化等維度表現較弱。

因此，結合上述研究發現，本研究建議台達電於短期目標可以發展充電即健檢商業模式，聯手電池管理系統服務業者與充電站營運商合作。中期目標則可以發展傳統加油站轉型複合充電站商業模式，結合能源企業與零售商場進行商業模式創新。最後，在長期目標，則建議台達電佈局電動車租賃平臺與充電共享平臺商業模式，結合租車廠、充電服務營運商、充電樁主/場域主與其他金融服務公司，進行金流、服務流、資訊流的整合，完整打造以台達電為中心的Mobility as a Service (MaaS) 商業模式生態系，吸引廠商加入與策略聯盟佈局。

The global trend towards electric vehicles (EVs) has surged, highlighting the crucial role of charging stations and infrastructure in accelerating EV adoption. Charging stations and infrastructure in the downstream of the EV industry have become a fiercely contested domain for various manufacturers. Companies are actively forming alliances or leveraging their core strengths to establish unique business ecosystems. Notable commercial models in the EV charging station market include Tesla's dominant Supercharger business model led by branded automakers, ChargePoint's hardware and software service model spearheaded by charging equipment manufacturers, and China's TELD, focused on cluster charging and cloud platform model led by charging station operators.

This research aims to explore the viable business models and ecosystems for Taiwan-based manufacturers in the electric vehicle charging station industry. For this purpose, we conduct a case study on Delta Electronics, a leading power management company in Taiwan, which has been an early entrant into charging station research, development, and manufacturing and has successfully penetrated multiple international markets. Firstly, a situational analysis of Delta Electronics is conducted using the Business Model Canvas (BMC) theory. As a charging station equipment manufacturer, Delta Electronics exhibits certain advantages in customer segments and key resources within the BMC framework. However, its performance in cost structure and revenue streams appears weaker, attributed to order stability challenges and the substantial capital expenditure characteristic of charging station equipment. Subsequently, we analyze Delta Electronics' financials, customer relationships, strategies, and business model performance from the perspective of ecosystem business model innovation, considering both consumer and industry development dimensions. The analysis reveals relatively weaker performance in consumer-related aspects, such as reducing consumer battery and EV costs, as well as promoting consumer behavior and perception change. Similarly, in the context of industry development, Delta Electronics exhibits comparatively weaker performance in driving business model transformation, conducting experiments, and embracing service-oriented innovation.

Based on the findings of this study, we propose several recommendations for Delta Electronics. In the short term, we suggest developing a charging health check business model by collaborating with battery management system service providers and charging station operators. In the medium term, a transition to a hybrid charging station model, involving the transformation of traditional gas stations into charging stations and innovative partnerships with energy companies and retail malls, is recommended. Finally, in the long term, we advocate for Delta Electronics' foray into the electric vehicle leasing platform and charging sharing platform business model. This expansion should include strategic alliances with car rental companies, charging service operators, charging station hosts, and other financial service firms, thereby integrating financial flows, service operations, and information flows to construct a comprehensive Mobility as a Service (MaaS) business model ecosystem centered around Delta Electronics, attracting further participation from other manufacturers.