超群絕倫—電動車廠商的經營發展策略分析：以特斯拉為例

特斯拉為全球領先之電動車及太陽能發電公司，於 2003 年由現任執行長伊隆·馬斯克先生所創立，專注於將電動車推向大眾市場，建立一個以太陽能提供電力、以電池提供動力、以電動車提供交通的社會，加速永續交通的出現。特斯拉之業務主要為電動車銷售與租賃、監管信用額度、發電與儲能以及其他，特斯拉在電動車領域領先眾多車廠，在軟硬體方面皆具有競爭優勢，堪稱電動車產業之領頭羊。本研究以個案研究之方式，先透過產業分析了解電動車產業與太陽能發電產業之產業概況、技術趨勢、競爭態勢等，接著透過五力分析評估產業關鍵指標與產業吸引力。隨後針對個案公司特斯拉進行分析，了解其經營概況、核心能力，並透過 BCG 矩陣了解特斯拉之事業組合，分析其成長策略與個別事業之競爭策略。最後，針對特斯拉之優劣勢以及特斯拉所在產業之關鍵特性，給予特斯拉在經營發展策略方面之建議。根據本研究之研究結果，特斯拉之最大優勢在於透過大量之研發投入與策略聯盟所建立起之軟硬體技術優勢，並且透過良好之軟硬體結合，打造良好之操駕體驗。此外，特斯拉透過垂直整合佈局電動車之關鍵領域，包含上游之電池技術、下游之充電樁佈建等，並親自進行直效行銷進行顧客關係管理，從而取得市場領先。最後，特斯拉之事業發展不侷限於電動車，而是發展綠能生態系，持續發展太陽能發電等應用，逐步建立起競爭優勢。本研究對於特斯拉之建議為以下三點，一、透過成本、生產效率優化，以低價搶佔市場；二、加大投資電池、自動駕駛等關鍵技術；三、結合電動車與太陽能業務，成為全方位能源公司，在快速變動之電動車與太陽能發電產業中站穩腳步，佈局未來。

關鍵字

特斯拉；電動車；太陽能發電；五力分析； BCG 矩陣

並列摘要

Tesla is the leading electric vehicle and solar power generation company in the world. It was founded in 2003 by current CEO Elon Musk. It focuses on bringing electric vehicles to the mass market, accelerating the emergence of sustainable transportation, and establishing a system that provides electricity with solar energy, batteries and uses electric vehicles to provide transportation. Tesla's business mainly includes electric vehicle sales and leasing, automotive regulatory credits, power generation and energy storage and others. Tesla is the leading player in the field of electric vehicles and has competitive advantages in both software and hardware. This study uses a case study to first understand the industry overview, technology trends, competitive landscape, etc. of the electric vehicle industry and solar power generation industry through industry analysis, and then evaluates the key industry indicators and industry attractiveness through five forces analysis. Then we conducted an analysis of the Tesla to understand its business profile and core competence. We also used the BCG matrix to understand Tesla's business portfolio and analyze its growth strategy and the competitive strategies of different businesses. Finally, based on the advantages and disadvantages of Tesla and the key indicators of the industry in which Tesla operates, we provide Tesla with suggestions on its business development strategies. According to the results of this study, the greatest advantage of Tesla lies in its software and hardware technology advantages established through massive R&D investment and strategic alliances. Through a good combination of software and hardware, Tesla creates good driving experience for their customers. In addition, Tesla has achieved market leadership through vertical integration in key areas of electric vehicles industry, including upstream battery technology and downstream charging station deployment, and Tesla also conducts direct marketing to manage the customer relationship. Finally, Tesla's business development is not limited to electric vehicles, but also develops a green energy ecosystem, continues to develop the business of solar power generation, and gradually establishes the competitive advantage. This study’s recommendations for Tesla are the following three points: 1. Seize the market at a low price through cost and production efficiency optimization; 2. Increase investment in key technologies such as batteries and autonomous driving; 3. Combine electric vehicles and solar energy business, becoming a comprehensive energy company, standing firm in the rapidly changing electric vehicle and solar power generation industries.