新型電動汽車經營策略之研究
─以台灣代工業者切入品牌為例

綜觀近年來較受關注的議題，電動汽車的崛起可說是不容小覷，為何全世界目光都瞄準電動車？綜觀2020年汽車市場各大車廠無一不面對兩位數的衰退，唯獨電動車呈現逆勢成長。就環境面而言，希望可以取代石化燃料，減少對地球的傷害，希望讓燃油車漸漸被電動汽車取代，種種跡象顯示電動車是不可逆的趨勢。現行各項研究皆著眼於電動車技術層面的優化，較少以市場分析及行銷策略面進行探討，然我國係以代工為主，競爭廠商亦所在多有，因應全球電動車市場快速成長且深具發展潛力，故擬探討台灣代工廠商是否有機會能順利轉進品牌經營，本研究目的：1.探討新型電動汽車之產品與服務策略；2.探討新型電動汽車之定價策略；3.探討新型電動汽車之促銷策略；4.探討新型電動汽車之通路策略。經本研究結果發現： (一) 產品／服務組合(Product)：提供相對平價的電動車，鎖定中階以上的上班族群。在服務上，藉由保養維修與充電服務進行分潤機制，鼓勵傳統維修汽車廠轉型並加入，跨大服務範圍與便利性，提供消費者一站式服務，從電動車銷售推薦、維修、充電、保固…等服務。 (二) 價格(Price)：為快速提升市場佔有率，新型電動車定價策略為「以成本價為定價」或「略低於成本作為定價」，依靠保養維修、充電服務與其他加值服務作為獲利來源。另外，電動車廠商利用「碳權交易」的收入投入減碳、提升生產效率等相關投資，例如：研發電池、改善工廠效率，以提升產品利潤。 (三) 通路(Place)：仿造特斯拉銷售模式，消費者在實體店面體驗駕車，符合需求後自行上網訂車與付款。另外，透過合作的傳統維修汽車廠除轉型為電動車服務據點外，也可兼銷售與推廣電動車，獲取轉介費用。 (四) 推廣(Promotion)：電動車目前屬於新興產品，通常由科技愛好與勇於接受新科技及新體驗的客群，故推廣策略可採：1.傳統產品行銷方式，傳統媒體曝光行銷；2.社群媒體曝光，增加討論度。例如：參考特斯拉的客戶有專屬社群討論車的使用體驗3.設立官方網站及Facebook粉絲團，提供產品介紹、相關行銷活動資訊與互動管道。

關鍵字

電動車；代工；行銷策略

並列摘要

Among the issues of concern in the past few years, the fact of the rise of electric vehicles cannot be ignored. Why is the world's focus on the electric vehicle industry? In 2020, all major automakers in the automotive market have faced double-digits decline. Only the electric vehicle sales are showing a trend of growth against the whole market decline. In terms of the environment, the electric vehicle industry is expected to replace fossil fuels to reduce global warming effect. It is expected combustion engine vehicles will gradually be replaced by electric vehicles. Therefore, market results show such transformation is an irreversible trend. . However, current research on electric vehicles only focuses on optimization at the technical level, and rare discusses it at the level of business development and business strategy. As far as this industry is concerned, the main stream industries of Taiwan are dominated by ICT and semiconductor segments. Therefore, in order to response to the electric vehicle market with high potential growth in the world, this study is expected to explore whether ICT OEMs could have the opportunity to transform from OEM to brand business. The purposes of this research are: 1. To explore the product and service strategy of startup company of electric vehicle. 2. To explore the pricing strategy. 3. To explore the promotion strategy. 4. To explore the channel strategy. The research results have found that: (1) Product/Service Combination (Product): Provide relatively low-cost electric vehicles, targeting middle and above class consumers. In terms of service items, the profit- sharing mechanism is carried out through maintenance, repairing and charging services, and traditional automotive maintenance stores are encouraged to transform and join in, spanning the scope of services and convenience to consumers, and providing consumers with one-stop service, including car selling, maintenance, charging, insurance and other services. (2) Price: In order to fast increasing market share, the pricing strategy of a startup company is "priced at cost" or "priced at a slightly lower cost", instead relying on maintenance, repair, and charging services to increasing profitability. And other value-added services as a source of profit. In addition, electric vehicle manufacturers can use the revenue from "carbon rights trading" to invest in related investments such as carbon reduction and production efficiency improvement, such as research and development of batteries, improvement of factory efficiency, and thus increase profitability. (3) Place: imitating the sales channel model of Tesla, consumers can utilize physical stores network to have test driving experience, and then purchasing and pay online after satisfied with products. As transforming into an electric vehicle service base, a traditional car maintenance shop could cooperate with automotive companies to expand business to car selling and product promotion as income source. (4) Promotion: The electric vehicle is currently an emerging product. The customer group is usually who is pursuing trendy technologies and is embracing new technologies and new experiences. Therefore, the promotion strategy can be setting as 1. Traditional automotive marketing practice and media propagation. 2. Increasing social media exposure and social group discussion. For example, Tesla has its own social community group to share user experience and discussion of some specific subjects. 3. Establishing an official website and Facebook fan group to provide product illustration, information and interactive marketing activities.