電動機車市場行銷之探討

Analysis of Electric Scooters on Marketing

張家泰(Chia-Tai Chang)

指導教授 ： 梁德昭

淡江大學/商管學院/資訊管理學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00308

摘要

隨者全球暖化現象持續嚴重，全球各國開始正視此現象，無論是汽車或是機車，皆針對傳統燃油車輛制定嚴格的環保法規，各國也積極的研發新能源藉以取代傳統內燃機車輛。況且台灣機車密度稱亞洲之冠，聞名國際，且年銷售量呈現不減反增的方向成長，同時，燃油機車對台灣造成的環境汙染不容小覷。
近年來，隨者國際環保風氣興盛，也吹向了台灣市場，許多業者也紛紛搶食台灣機車市場這塊大餅，初期依靠政府政策支持，2019年市佔率快速達到18.68%新高，隨者政府的補助政策減少，2020年市佔率只剩9.6%。然而民眾對於環保意識的崛起，電動機車銷售量卻呈現下滑現象，因此本研究以行銷策略的角度切入台灣電動機車市場探討，透過文獻搜尋、行銷組合4P、SWOT分析以及行銷策略交叉分析，研究結果發現台灣電動機車市場「價格、持有成本、政府政策」為主要影響消費者購買電動機車成長的阻礙。而當今電動機車業者主要獲利來源為販售「能源」，因此本研究建議電動機車業者應以行銷策略提升產品的市占率為當前主要目的。

關鍵字

電動機車 ； 行銷策略 ； 4P ； SWOT

並列摘要

With the growth of global warming, some countries are beginning to face this challenge around the world. No matter what are cars or scooters, they have been formulated laws and regulations about environmental protection so many countries are active to invent some new energy of scooters to replace the old ones. In addition, Taiwan is known as the champion of scooter density in Asia and its annual sales volume is still growing. Thus, the environmental pollution caused by these diesel scooters in Taiwan, which cannot be underestimated.
In recent years, the trend of international environmental protection and green energy has flourished, it has also brought positive effects to the Taiwan market so many traders are jostling for a slice of this market. Initially, the scooter's market relies on government policy support. They quickly reached a new high level of 18.68% in 2019. However, the market share dropped to only 9.6% in 2020 when the government's subsidy policy was reduced. Furthermore, with the rise of people's awareness of environmental protection, the sales volume of electric locomotives has shown the phenomenon of decline. Hence, this research explores the electric locomotive market in Taiwan from the perspective of marketing strategy through literature review, the marketing theory of 4Ps, the analysis of SWOT, and cross-analysis of marketing strategies.
The result shows that there are many reasons for the obstacles to the growth of electric locomotives, such as price, cost of ownership, government policy. Moreover, the main source of profit for the electric locomotives is the sale of energy. Therefore, this study suggests that the electric locomotives of manufacturers should increase the market share of their products through marketing strategies.

並列關鍵字

Electric scooters ； Marketing strategy ； 4P ； SWOT

參考文獻

一、英文文獻

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