台灣汽車產業進入中國市場之經營策略分析─以納智捷為例

摘要中國大陸加入WTO後，全球汽車公司加大在中國的投資力度更多的是著眼於他們的全球戰略，將中國作為其全球戰略的最重要一環，進行全面合作、全方位進入、全系列生產，中國大陸市場逐漸成為全球汽車最大市場。台灣裕隆汽車股份有限公司，在2009年，與中國大陸東風汽車簽署合資合同，東風裕隆將新品牌命名為“納智捷”。從此，兩岸再度聯手，共同打造華系車。2010年，裕隆汽車和東風汽車正式合資成立東風裕隆汽車公司，製造與銷售該品牌產品。2011年，東風裕隆首款車型，正式上市，宣布納智捷進軍中國大陸市場。納智捷同於全球汽車公司，將中國作為其全球戰略的最重要一環。本研究利用PEST研究法，分析台灣汽車產業進入中國市場之經營策略，針對中國大陸政治、經濟、社會、科技等環境分析，發現中國政府對汽車產業政治，許多政策，逐漸威脅到納智捷，中國經濟穩定成長，納智捷銷售量卻不盡理想，逐年下滑，社會的部分：道路建設逐漸完善，中國人民購車意願上升，科技的部分：全球汽車產業，皆注重新能源車的科技發展；納智捷需採取的策略：增進品牌知名度、擴增中國大陸市場銷售地區、創造低油耗低排放汽車和新能源車。

關鍵字

策略管理；外部環境分析； PEST模型；納智捷

並列摘要

Abstract Since the accession of the Mainland China to WTO, the global automobile companies have intensified their investment in China, paid more attention to their global strategies, considered China as the most important link of the global strategy, and conducted overall cooperation, entry and full-series production. The Mainland China market gradually becomes the largest automobile market worldwide. Yulon Motor Co., Ltd executed the JV contract with Dongfeng Automobile in 2009, and Yulon named the new brand as “Luxgen”, whereby both sides cooperated again to jointly create Chinese automobile brands. In 2010, Yulon Motor Co., Ltd and Dongfeng Automobile officially established the JV company, Dongfeng Yulon Automobile Company, manufacturing and selling the products of this brand. In 2011, the first vehicle mode of Dongfeng Yulon was officially put into market, which declared that Luxgen entered the Mainland China market.This study uses PEST research method to analyze the operation strategy of Taiwan automobile companies in the China market and probe into political, economic, social and high-tech environment, the results of which show that many policies over the automobile industry politics of the Chinese government gradually threaten the Luxgen. The Chinese economy is grows stably yet the sales of Luxgen is not as good as expected and gradually decline year by year. The social reason for this is that the road construction is gradually improved, and the willingness of the Chinese people to buy cars enhances; as for the high-tech reason, the global automobile industry pays attention to the high-tech development of new energy automobiles. The strategies that have to be adopted by Luxgen is to enhance brand recognition, expand sales regions in Mainland China market and create low-oil consumption and low-emission new energy vehicles.