台灣電動機車產業策略之多方利害關係人互動

台灣機車產業發展久遠，從國內機車產業發展來看，台灣機車密度為亞洲之冠，由於台灣的地理環境與氣候特性，加之機車成本低、方便性高等特性，使得機車成為台灣民眾首要的交通工具，但機車帶來的空氣汙染、噪音汙染等問題，也逐漸成為台灣環境的一大隱憂，是政府當前迫切需要解決的問題；從全球機車產業的發展來看，台灣為全球機車主要製造與出口國，近年來，面臨油價不斷攀升的經濟負擔，各國國家也推行各項政策鼓勵，使得電動機車逐漸成為各國取代燃油機車的替代選擇。不論是從國內或是國外的環境現況出發，都可以看出電動機車的發展儼然已成為全世界的趨勢，而台灣機車整體產業鏈完整，產品可靠性與安全性極高，在燃油機車向電動機車轉型的階段，即可凸顯台灣電動機車產業的這些優勢。然而台灣的電動機車產業發展卻逐漸失焦：電動機車產業牽涉多方利害關係人，各方利害關係人站在自己的立場思考產業的發展。這樣的現況可能導致台灣錯失引領全球電動機車產業發展的機會，本研究希望透過檢視電動機車產業的利害關係人互動中找出共同價值，對應政府推動政策方向，提出台灣電動機車發展的建議發展方向。本研究選擇從多元利害關係人各自的立場，分析電動機車產業發展的方向，由於過去電動機車相關研究多是由消費者角度分析比較購買電動機車的因素，或是研究電動機車廠商的商業模式與行銷手法，而對於電動機車產業利害關係人之間對整個產業發展的交互影響，以及利害關係人在產業發展過程中需扮演的角色，均較少著墨，研究者希望藉由深度訪談電動機車產業的利害關係人，瞭解電動機車產業實際運作情形、廠商之間的互動狀況、廠商對於電動機車產業未來走向的想法與希望扮演的角色，找出應給予重視的價值與利害關係不協調的地方，希望台灣在此產業轉型革命中能夠扮演領頭羊的角色，搶占電動機車全球市場，使整個電動機車產業受惠。

關鍵字

利害關係人；電動機車；產業政策

並列摘要

Taiwan’s electric scooter industry has been developing for a long time. Domestically, Taiwan’s scooter density is the highest in Asia. Due to the characteristics of Taiwan’s geographical environment and climate, as well as the characteristics of scooter’s — low cost and high convenience, scooter has become the primary means of transportation in Taiwan. Problems brought by scooters such as air pollution and noise pollution have gradually become the major concern of Taiwan’s environmental governance, which has become an urgent issue for the government to deal with. As for the global perspective, Taiwan is one of the major manufacturers and exporters in global scooter industry. In recent years, in response to the global rising oil prices, national policies for encouraging electric scooters to become alternative choice to fuel scooters have been promoted. Developing electric scooter industry has been a trend considering both the domestic and the global environmental conditions. Taiwan has had some advantages in scooter industry: the overall industrial supply chains of scooter in Taiwan are complete; and the reliability and safety of scooters are outstanding. The transition from fuel scooters to the electric scooters have highlighted the above advantages of Taiwan. However, it seems hard to find Taiwan’s clear development direction in electric scooter industry based on the current status of Taiwan’s electric scooter industry. The electric scooter industry involves multiple stakeholders, and all the stakeholders stand from their own positions to develop Taiwan’s electric scooter industry, which makes Taiwan’s electric scooter industry lose development focus. The study hopes to find their common values through examining the interactions of stakeholders in the electric scooter industry, thereby providing responsive suggestions to the government's policy promotion of developing Taiwan’s electric scooter industry. The study aims to respectively analyze the development direction of the electric scooter industry from their own standpoints of multiple stakeholders. Most prior studies on electric scooter industry were from the perspective of consumers to analyze the factors that may affect the decisions of buying electric scooters, or to analyze the business models and marketing approach of electric scooter manufacturers. However, few studies have studied the impacts from multi-stakeholder interaction on the entire electric scooter industry and the stakeholders’ roles in this industry. The researcher hopes to understand the actual situation of the electric scooter industry by in-depth interviews with the stakeholders of the electric scooter industry. By understanding the operation situation, the interaction between various manufacturers, the role of each manufacturer and the future direction of the electric scooter industry, the researcher aims to find out the values that should be emphasized and the inconsistencies among stakeholders. The paper correspondingly explores the approaches that Taiwan can play a leading role in this industrial transformation revolution, seize the global market share of electric scooters, and benefit the entire electric scooter industry.