電動機車產業在商用市場的經營策略分析 —以G公司個案為例

Abstract

本論文旨在研究擁有限資源條件下的個案公司於新創期間欲進入商用電動機車市場，所面臨的經營決策環境及市場風險因子，主要運用「創新擴散理論」、「創新理論下的跨越鴻溝」、「商業模式畫布」及「市場進入模式」等相關理論，輔以「半結構式訪談」及「個案研究」的方式具體分析個案公司的經營決策、創新策略、市場進入策略思維及其長期競爭優勢。 根據研究結果發現，個案公司的創新產品符合創新理論，不僅能降低個人或組織在採納創新時的不安全感，同時抑能解決目標客戶的痛點及滿足市場的需求缺口，實證結果呼應實用主義者的論述，即目標客戶會依跨越鴻溝所提的集中資源來服務早期的消費者。此外，從進入市場策略思維的研究面向發現，電動機車產品已經逐步被消費大眾所接受，顯見未來市場競爭者將會變多，個案公司宜掌握目前市場尚未真正出現商業目的使用的產品階段，若太晚進入恐會失去先行者優勢。本論文真實呈現個案公司在電動機車市場上所面臨的經營風險並分析管理團隊因應的策略，透由本研究過程可以充份瞭解電動機車市場的需求面、供給面及各國政府的政策誘因，同時對應個案公司創新產品、創新服務、進入市場策略思維及其長期競爭優勢，適足以驗證新創公司如何在競爭的市場環境中透過堅持創新來找到市場的缺口，進而降低企業經營的風險，本研究成果可以作為個案公司及其他新創公司未來在經營策略上的參考依據。

The thesis aims to study the enterprise decision environment and market risk factors that a resource-limited case company would face during early stage before entering commercial electric vehicle market. Mainly use “innovations diffusion theory”, “crossing the chasm under innovation theory”, business model canvas”, “market entry mode theory” and other relevant theories with “semi-structured interview” and “case study” methods as supplement to specifically analyze the enterprise decision-making, innovation strategy, market entry strategy and long-term competitive advantage of case company. According to research result, case company’s innovative product conform to innovation theory can lower personal or organization’s insecurity when adopting innovation as well as solve target customers’ pain points and fulfill market demand gap at the same time. Experimental result responds to pragmatists’ discourse, meaning target clients would use centralized resources mentioned in crossing the chasm to serve early-stage customers. Furthermore, discovering from the research of entering market strategy that electric vehicles have been gradually accepted by the public, making it obvious that future competitor will increase. Case company should grasp commercial product procedure which does not exist on the market yet or might lose first mover advantage if entering too late. The thesis authentically presents case company’s operating risks and analysis management team’s coping strategies in electric vehicle market. Through the research process, people can fully understand demand side, supply side and every government’s incentive policies in electric vehicle market, and simultaneously correspond to case company’s innovative products, innovative services, market entry strategy thinking and long-term competitive advantages. It is sufficient to verify how startup finds market gap in competitive market environment by insisting on being innovative, therefore reducing enterprise running risk. The research result can be used as a reference for future business strategies of case company and other startups.