車聯網下台灣商用車銷售企業策略分析—以Ａ公司為例

隨著智能交通系統與物聯網觀念的興起及全球油價高漲、氣候暖化現象加劇的以致環保節能議題備受重視的趨勢下，帶動了車聯網的發展商機，車聯網的形成勢必對車市銷售有所影響。本研究之主要目的是在瞭解車聯網的發展趨勢及其對汽車產業商業模式的衝擊，以SWOT分析及五力分析對A公司進行探討。 A公司SWOT分析的內部優勢為與消費者之間接觸點非常多，顧客粘著度高，掌握更多通路將可掌握更多的商機及成功的機會。劣勢為很多經營活動受限於母廠，即使有意拓展多角化經營，但最終因母廠的干涉而無法有所發展。外部機會為朝透過資訊流來提供顧客服務這個方向來思考商業模式，商機無限。威脅為消費者對隱私和數據安全顯然存在擔憂，原始設備製造商們（OEMs）也面臨著讓消費者為汽車聯網買單的困難。 A公司五力分析部分，供應商與購買者對A公司沒有太高的議價能力，亦沒有替代品與潛在競爭者可以剝奪A車公司在市場上的地位與市場。A公司若能依顧客未來商品的需求，持續發展新商品，並開發汽車的新技術及能力，可以掌握汽車產業成長之關鍵因素，使得企業能永續發展。經由以上SWOT分析及五力分析，提出以下策略：建立汽車製造商和通信運營商策略聯盟、建立車聯網雲端大數據平台。同時建議A公司應進行人力培訓車聯網相關技術，積極規劃車聯網等資訊的應用，未來這些系統將可以有效地即時偵測車輛的問題服務客戶，更可以運用資訊提升車隊的營運效能。

關鍵字

車聯網；商用車； SWOT分析；五力分析

並列摘要

With the rise of the concept of intelligent transportation systems and the Internet of Things, the trend of rising global oil prices and the intensification of climate warming, which has caused environmental protection and energy conservation issues to be paid more attention, it has driven the development of Internet of Vehicles business opportunities. The formation of Internet of Vehicles is bound to have Affected. The main purpose of this study is to understand the development trend of Internet of Vehicles and its impact on the business model of the automotive industry, and to discuss Company A with SWOT analysis and Five-Force analysis. The internal advantages of Company A's SWOT analysis are that there are many points of contact with consumers, high customer adhesion, and mastering more channels will grasp more business opportunities and success opportunities. The disadvantage is that many business activities are restricted to the parent factory. Even if it intends to expand diversified operations, it will eventually fail to develop due to the intervention of the parent factory. External opportunities are unlimited business opportunities for thinking about business models in the direction of providing customer service through information flow. The threat is that consumers clearly have concerns about privacy and data security, and original equipment manufacturers (OEMs) are also facing difficulties in making consumers pay for connected cars. In the analysis of Company A's five forces, suppliers and purchasers do not have too much bargaining power over Company A, and there are no substitutes or potential competitors that can deprive Company A of its market position and market. If company A can continue to develop new products and develop new technologies and capabilities of the car according to the customer's future product needs, it can grasp the key factors for the growth of the automotive industry and enable the company to develop continuously. Through the above SWOT analysis and five-force analysis, the following strategies are proposed: establishing a strategic alliance between auto manufacturers and communication operators, and establishing a cloud-based big data platform for the Internet of Vehicles. At the same time, it is recommended that Company A should conduct manpower training on IoV related technologies, and actively plan the application of IoV and other information. In the future, these systems will effectively detect vehicle problems in real time and serve customers, as well as use information to improve the operational efficiency of fleets.