Gogoro台灣公司營運策略之研究

近年來，臺灣綠能環保的意識崛起，加上政府相關政策的推波助瀾，電動機車這個原本不被各大燃油機車品牌所重視的產品，也逐漸的被一般民眾所接受，隨之市場規模也漸漸擴大。Gogoro這個在2015年臺灣新興電動機車品牌，在各大歷史悠久、造車經驗豐富、市場成熟的燃油機車品牌中異軍突起，為整個臺灣機車市場投下了一顆震撼彈。Gogoro自2015在市場推出了第一樣產品Gogoro 1開始，僅花了4年多的時間，靠著種種新穎的策略及行銷手段，成功脫穎而出，成為臺灣第一的電動機車品牌，2019年機車市佔率達到16.1%，為臺灣第四機車大廠。藉由品牌相關文獻探討，為本研究主體架構基礎；再針對現代環保議題的重視及個案公司的經營策略和品牌策略進行分析，本研究發現企業品牌策略成功之要素有：一、綠能意識：現代民眾對於環境保護逐漸重視，以致購買電動機車意願提升。二、品牌經營：獨特產品外型及市場行銷，讓品牌能見度大大提升。三、政策趨勢：配合政府電車補助政策，有效降低民眾購車成本。

關鍵字

電動機車； Gogoro ；綠能意識；品牌經營

並列摘要

Rising environmental awareness in Taiwan, and current political agendas, have pushed electric motorbikes into a market that has been traditionally gasoline-based. These changes have also shifted the impressions of ordinary citizens on electric vehicles, which as a result have expanded market size. In 2015, Gogoro established itself in a motorbike market that was well-developed, mature, and, most importantly, gasoline-based. 4 year after the release of its first product, Gogoro 1, Gogoro has become the leading electric motorbike producer in the nation by executing well-thought and innovative market strategies. As of 2019, Gogoro holds 16.1% of Taiwan’s total motorbike market shares, putting itself as the 4th largest motorbike producer. Using published literature, a brand management as basis, this study analysis. Gogoro’s branding and management strategy in light of growing environmental awareness to gain insight into the company’s success. The results of this study show that the success of corporate branding rests upon the following key points: 1. Sustainable energy awareness: increase in public awareness produces higher incentives for consumers to purchase electric motorbike. 2. Brand management: unique product design and marketing strategy increases brand visibility. 3. Political agenda: in partnership with government subsidies costs of electric motorbike can decrease product costs of consumers.