從特斯拉的平台領導策略探究中華電動機車之發展契機

From the Perspective of Platform Leadership Strategy Selling CMC in Tesla's Way

張菀菁(Wan-Ching Chang)

指導教授 ： 李傳楷

國立清華大學/科技管理學院/科技管理研究所/碩士(2014年)

摘要

目前全世界各國的電動車輛產業均處於起步階段，各大車廠投注於電動車領 域的研發也超過數十年，一直難以克服電池與充電關鍵技術的問題，致使電動車 產品的發展一直未被看好。本研究以平台領導策略的理論觀點，選定二個電動車 產業中的成功案例做比較研究，美國特斯拉電動汽車與台灣中華電動機車，這二 家公司都是該產業中的新進入者，他們的成功對全球電動汽車和台灣電動機車產 業發展帶來了一線希望。 特斯拉身為一家矽谷的新創公司，也採用了Google、Facebook 和Apple 公 司的平台概念，透過聚焦核心技術與整合外部資源創造了獨特的商業模式，顛覆 了傳統汽車產業的經營思維。特斯拉在電池關鍵技術上開放技術與同業結盟，更 進一步擴展事業到電能補充領域，並且在產品上做了多項的科技與服務跨界結合， 欲透過網路效應加速電動車的普級。未來有形產品不再是獲利的重點，特斯拉背 後欲打造的平台生態圈才是領導整個電動車產業發展的關鍵。 電動機車是中華汽車公司多角化的方向之一，中華除了在電動機車產品上 的成功外，目前正極積透過異業結盟與合作來打造電動車充電網絡，自加速台 灣電動機車的普級進一步提升中華電動機車的銷售。本文借鑒特斯拉的平台領 導策略，建議中華聚焦關鍵技術，並自結盟轉向打造成功的平台領導策略，使 中華能在電動機車領域上獲取更高的利益與價值。

關鍵字

中華汽車 ； 特斯拉 ； 電動車 ； 電動機車 ； 平台領導策略

並列摘要

The electric vehicle industry is still at staring point even though all major
companies have been spending decade to research and to develop in this field. The
developers still can't overcome the key technical issues of battery and charging
system. For this reason, most people believed that there is no opportunities of
developing the EV products. This research is dedicated to comparative study of two
successful cases in EV industry, based on the view of Gawer and Cusumano’s
Platform Leadership theory in 2002. One of the case is Tesla Motors in the United
States, another is China Motor in Taiwan. The two companies are both new entrants,
their success have brought a ray of hope in EV industry.
Tesla is a Silicon Valley tech startup company of auto giants. It uses the same
business model like Google, Facebook and Apple and subverts the traditional auto
industry. Tesla reveals its battery system technology to alliance with competitors and
extended the business territory to energy charging field. Tesla is keeping integrated a
number of technologies on its products in order to create network effect and increase
the electric vehicles pervasive. The tangible product is no longer profitable in the
future, Tesla’s new ecosystem is the key point of leading the whole EV industry.
E-Scooter is a one of the diversification business in China Motor. Now, China Motor
is also dedicating to alliance from different business fields to create a platform in
order to accelerate the popularity of electric scooters and also boost the sales of its
products. This article learned Tesla platform leadership strategy, can be used as
reference to suggest China Motor lead to create a successful leadership platform
strategy, so China Motor can achieve higher benefits and values from EV business.

並列關鍵字

China Motor ； Tesla Motors ； Electric Vehicle ； Electric Scooter ； Platform Leadership Strategy

參考文獻

洪連成，2010，台灣機車產業發展與未來，生活科技教育月刊43卷第3期

拓墣產業研究所，2009，從綠色車輛角度看電動車發展契機，TRI產業專題報告141

李陳國，2000，台灣電動機車產業發展與競爭策略之研究，中華大學工業工程與管理研究所碩士論文，P10-P11

台灣區車輛工業同業公會http://www.ttvma.org.tw/

Annabelle Gawer and Michael A. Cusumano, 2002. Platform Leadership: How Intel, Microsoft, and Cisco Drive Industry Innovation, Client Distribution Services: 1-10. Boston, Massachusetts, Harvard Business School Press