電動機車產業的競爭-以GOGORO與KYMCO相容性為例

台灣自民國八十七年「電動機車王國」計畫起，歷經多個發展階段，政府政策在其中扮演關鍵角色。然而，台灣面臨電池技術不成熟、充換電站規格不一致及高生產成本等問題仍限制市場發展。並且在台廠商也面臨著異質性的競爭狀況。儘管2017年至2019年間市佔率提升，但進展有限。近年來，政府加強支持電動車產業，推出「空氣污染防制行動方案」，並通過補助、稅收優惠、擴建充電設施及推動共享計畫等策略，進一步發展電動車市場。隨著全球綠色轉型浪潮，電動車市場仍面臨挑戰，期望政策與科技共同推動更進一步的發展。在這樣的市場背景下，產業將往何處發展，政府又是否該介入，消費者又將面對怎樣結構的商品市場，本文將研究體系相容與不相容時的競爭。從本文在不同相容性的研究結果來看，可得以下幾個結論。第一，在這樣的市場中，廠商所佔的份額是比獲得的利潤大小還要重要的，原因是當廠商能夠越輕鬆地越過傾覆點（tipping point），越能將市場中其他的廠商趕出競爭。第二，從長期競爭來看，會有兩個結局，如果兩家廠商都展現出極大的決心競爭，此時市場落在一區間，此區間代表存在一點當一廠商累積足夠的市場份額，則會繼續擴張直到接近整個佔據市場，此時會產生無謂損失，因兩家都會投入過多的資源。結局二，當兩家的實力差距過大，此時商家可能會因注重搶奪市場份額，而產生過於激烈的價格競爭，而忽略商品品質的提升。

關鍵字

電動機車；傾覆點；相容性；異質性競爭

並列摘要

=Since the launch of Taiwan's "Electric Scooter Kingdom" project in 1998, the industry has undergone several development phases, with government policies playing a crucial role. However, Taiwan faces challenges such as immature battery technology, inconsistent charging and swapping station standards, and high production costs, which continue to limit market growth. Additionally, domestic manufacturers are also confronted with heterogeneous competition. Despite an increase in market share between 2017 and 2019, progress has been limited. In recent years, the government has intensified its support for the electric vehicle industry by launching the "Air Pollution Control Action Plan" and implementing strategies such as subsidies, tax incentives, expanding charging infrastructure, and promoting sharing programs to further develop the market. With the global trend toward green transformation, the electric vehicle market still faces challenges, and it is hoped that policies and technology will work together to drive further development. In this market context, where will the industry head, should the government intervene, and what kind of product market structure will consumers face? This paper studies competition when systems are compatible and incompatible. Based on the research results on different compatibilities, several conclusions can be drawn. First, in such a market, the share held by a firm is more important than the size of the profit earned. This is because the easier it is for a firm to cross the tipping point, the more likely it is to drive other firms out of competition. Second, in long-term competition, there will be two outcomes: If both firms show great determination to compete, the market will fall into a range where one firm accumulates enough market share and continues to expand until it nearly occupies the entire market, leading to deadweight loss as both firms invest too many resources. The second outcome occurs when the strength gap between the two firms is too large, leading to excessively fierce price competition as firms focus on capturing market share, neglecting product quality improvement.