- 學位論文
翻轉世界，電動車廠商經營發展策略分析 —以特斯拉公司(Tesla Inc.)為例
Turning the World, The Corporate Strategy Analysis of the Electric Vehicle Company—A Case Study of Tesla Inc.
摘要
近代人們正面臨全球暖化與極端氣候變遷的影響，生態遭受破壞，健康與生活皆受到衝擊。在全球組織與各國政府的努力下，綠色環保能源的開發與減碳政策的施行，使我們可為環境保護與節能減碳的理想做出一些貢獻並也促進了科技的創新及加速了許多產業的轉型，其中以車輛技術與汽車商品的轉變最為影響人們的日常生活，也創造了電動車新商機的出現；猶如當初工業革命般的場景，這是一個時代的巨大變革，此次我們有幸參與其中。 新電動車世代與新產業正在發生，這樣的新科技商品會如何顛覆這已百餘年的傳統汽車產業?車輛製造企業該具備甚麼關鍵資源與能力來迎接這個新興市場的競爭？新企業帶著怎樣的創新思維與獨特技術來挑戰傳統主流領導廠商的既有產業優勢?怎樣的電動車商品能滿足消費者期待及提升人們的生活品質，進而取代已具成熟技術的車輛產品？車輛產業的新進挑戰者會有哪些面貌、他們的機會與挑戰在哪？以上是本研究想要探知的重點。 個案公司是電動車產業最早的開發者與創新者，目前是全球電動車產業中先進技術與最大銷量的領導廠商，透過對個案公司的分析研究，可以窺見電動車未來產業、技術及商業模式的發展趨勢，了解產業競爭的關鍵因素，從業廠商應具備的企業資源與能力及個案公司所執行的競爭策略與相關的活動系統，期望能對想了解電動車產業的個人或想投入此產業的企業提供一些觀點與介紹。
並列摘要
In modern times, people have been facing the global warming and extreme climate change affect that the living environment has been destroyed and both of our health and life have been affected. With the efforts of global organizations and governments, the development of green energy and the implementation of carbon reduction policies have enabled us to make some contributions to the ideals of environmental protection and carbon reduction which have encouraged technological innovation and accelerated the transformation of many industries. Among them, the transformation of vehicle technology and automobile products has the most impact on people's daily lives, which has created the emergence of new business opportunities for electric vehicles; just like the scene of the Industrial Revolution in 18 century. This is a huge change of the era, and we are fortunate to participate in it this time. A new electric vehicle generation and a new industry are happening, how will such new technology products subvert the traditional automobile industry for which has been around for more than a hundred years? What critical resources and capabilities should vehicle manufacturers have to meet competition in this emerging market? What kind of innovative thinking and unique technology does the new enterprise bring to challenge the existing industrial advantages of traditional mainstream leaders? What kind of electric vehicle products can meet consumer expectations and improve people's quality of life, thereby replacing gas vehicle products with mature technology? What will the new entry challengers in the vehicle industry look like, and where will their opportunities and challenges be? These are the main points of this study. The case company is the earliest developer and innovator in the electric vehicle industry, and is currently the leading manufacturer of advanced technology with the largest sales volume in the global electric vehicle industryThrough the analysis and research of the case company, we can glimpse the development trend of the future automobile industry, the direction of technology and business model of electric vehicles, understand the key factors of industrial competition, reveal the enterprise resources and capabilities that the manufacturers should have, and studythe competition strategies and related activity systems implemented by the case companies. It is expected to provide some views and introductions to individuals who would like to understand the electric vehicle industry or enterprises who intends to invest in this industry.