光陽集團轉型策略之初探研究

Abstract

近年來，電動機車之新興商業模式已逐漸改變傳統機車市場版圖， 《2020年電動出行產業白皮書》更指出，受到全球經濟放緩及出行產業格局變化影響，傳統交通工具的銷售市場規模增長速度低於預期，各品類產品在傳統市場銷量都表現不佳，結構性產能過剩，對傳統品牌商及供應鏈廠商造成嚴重衝擊。其中一些傳統廠商已經意識到企業需要轉型以應對產業變革，促使國內傳統機車業者思考轉型投入電動機車市場，2019年國內八大機車製造廠陸續推出或宣布推出電動機車，讓整體市場進入百家爭鳴的時代，其中也包含國內燃油機車龍頭光陽集團，光陽集團在面對電動機車的來襲的趨勢下，勢必面臨轉型上的議題與困境。 本研究採用資料蒐集的方式對光陽集團進行個案研討。在確立研究範圍後，透過文獻探討，了解創新的兩難、企業轉型及商業模式的理論架構。接著蒐集相關資料，包含海內外之機車產業發展報告、相關期刊及碩博士論文、企業及政府網站資訊、報章媒體雜誌等，對外部的全球及台灣機車產業進行了解後，再進一步對光陽進行內部個案分析，探討從傳統燃油機車轉型到電動機車，光陽有甚麼資源、做法與策略可以協助其轉型。最後針對分析得出的結果，對於光陽未來所面臨的挑戰，提出研究結果與建議。

In recent years, the new business model of the electric motorcycle has gradually changed the layout of the traditional motorcycle market. “The White Paper on The Electric Mobility Industry in 2020” further pointed out that, due to the global economic slowdown and the changes in the mobility industry pattern, the growth rate of the sales in the traditional transportation market is slower than expected. The sales volume of various categories of products in the traditional market is not good, and the structural constraints and excess capacity have caused a serious impact on traditional brands and supply chain manufacturers. Some of these traditional manufacturers have realized that they need to transform to cope with industrial changes, thereby further prompting the traditional motorcycle industry to think about the transformation and the entry into the electric motorcycle market. In 2019, the eight major domestic motorcycle manufacturers have launched or announced their electric motorcycle, bringing the overall market into a new era. The leading domestic motorcycle brand— KYMCO Group is also included in the list. KYMCO Group faces the issues and dilemmas associated with the transformation into the growing electric motorcycle market. This thesis uses secondary data to conduct a case study of KYMCO Group. After establishing the research scope, this thesis reviews relevant literature on theories of the innovator's dilemma, business transformation, and business model. Then this thesis collects relevant information, including the industry reports of the domestic and overeseas motorcycle market, relevant journals and dissertations, corporate and government website, newspapers, and magazines. The thesis attempts to address the following research questions: How does KYMCO Group transform from a traditional motorcycle maker to an electric motorcycle maker or service provider? What resources, practices, and strategies does KYMCO Group have to carry out for the transformation? Finally, according to the results of the analysis, this thesis would offer some feedback and suggestions regarding KYMCO Group’s future growth.