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題名 以奧迪台灣為例剖析臺灣豪華電動車市場的發展
A study of EV market emergence in Taiwan using Audi Taiwan as an example作者 郝子鈞
Hao, Joshua貢獻者 尚孝純
Shang, Shari
郝子鈞
Hao, Joshua關鍵詞 無
Battery Electric Vehicle
Market Emergence
Audi
Taiwan日期 2023 上傳時間 3-Oct-2023 10:50:13 (UTC+8) 摘要 Since the invention of automobiles, the industry has evolved constantly because of innovations and regulatory changes. However, throughout history, most passenger cars have been based on internal combustion engines. It was not until the Paris agreement in the recent decade did the industry start to heavily develop and launch zero emission powertrains. The battery electric vehicles (BEV) market grew tremendously within a very short time between late 2010’s and 2022 in Taiwan based on retail volume and number of BEV models available. In late 2010, there were no direct current (DC) fast charging networks, no regulation guidelines on standards of electric vehicles (EV) and no software or supporting businesses needed for BEV drivers. A few years later, the premium BEV market has thrived with growing infrastructure landscape and a strong local value chain.The formation of the market and the growth in Taiwan was a bottom-up approach with consumers and value chain suppliers going into the market prior to clear government policies and support programs. Despite the lack of holistic policies by the government, the ability for Taiwanese companies and businesses to pivot and fill empty business needs has made the growth of the market possible. Audi Taiwan is one of the first traditional manufacturers to bring BEV models into the Taiwanese market, but now faces strong challenges as more competitors are entering the market as it continues to develop and grow. 參考文獻 Lin, S. H. (2018, November 13). Vehicle Fuel Economy Regulation in Taiwan. Industrial Technology Research Institute. https://www.globalfueleconomy.org/media/597465/12_chinesetaipei_vehicle-fe_itri_2018113-ok-_emily.pdf Biden-Harris Administration (2023, February 15). FACT SHEET: Biden-Harris Administration Announces New Standards and Major Progress for a Made-in-America National Network of Electric Vehicle Chargers. The White House. https://www.whitehouse.gov/briefing-room/statements-releases/2023/02/15/fact-sheet-biden-harris-administration-announces-new-standards-and-major-progress-for-a-made-in-america-national-network-of-electric-vehicle-chargers/ Lisa Martine Jenkins (2022, June 14). EVs could take off even faster than expected. Protocol. https://www.protocol.com/bulletins/ev-adoptions-rosiest-forecast-yet Thomas Gersdorf, Patrick Hertzke, Patrick Schaufuss, & Stephanie Schenk (2020, July 17). McKinsey Electric Vehicle Index: Europe cushions a global plunge in EV sales. McKinsey & Company. https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/mckinsey-electric-vehicle-index-europe-cushions-a-global-plunge-in-ev-sales Colin McKerracher (2022, December 9). Electric Vehicle Outlook 2023. BloombergNEF. https://about.bnef.com/electric-vehicle-outlook/ 陳信榮 (2019, January 14). 半吊子政策 電動化恐壓垮台灣汽車業. 中時新聞網. https://www.chinatimes.com/newspapers/20190114000275-260204?chdtv 連柏翰 (2021, August 11). 拜登電動車政策與世界局勢合流，台灣政策卻快看不到車尾燈了. Citi Orange. https://buzzorange.com/citiorange/2021/08/11/taiwan-electric-car-policy/ 陳英傑 (2018, June 9). 全球賣最好的電動車！Nissan Leaf 台灣上市時間終於確認. 自由時報. https://auto.ltn.com.tw/news/10221/2 張旭 (2023, January 17). 2022年度臺灣汽車市場銷售報告：電動車Top 10. U-Car. https://news.u-car.com.tw/news/article/73661 張旭 (2021, August 27). 目標2023年後續建TPC充電樁、但引進新車仍為CCS2，國內Tesla提報TPC規格予國家標準審核委員會. U-Car. https://news.u-car.com.tw/news/article/67550 透明化安裝方案同步啟動，國內Audi推出11kW家用充電. (2021, September 7). U-Car. https://news.u-car.com.tw/news/article/67681 陸奕夫 (2020, September 23). 打造e-tron 純電生活圈，Audi規劃年底前完成6座180 kW快速充電站. U-Car. https://news.u-car.com.tw/news/article/63671 陸奕夫 (2020, December 9). 新增55 quattro Advanced車型、建議售價304萬元起，Audi e-tron、e-tron Sportback上市. U-Car. https://news.u-car.com.tw/news/article/64410 陳慶峰 (2017, August 29). 展演Luxgen S3 EV+自動駕駛科技，台灣汽車科技創新發展高峰會. U-Car. https://news.u-car.com.tw/news/article/38742 張旭 (2021, April 28). 國內官網預告4月30日公布，BMW iX與i4將釋出預售方案. U-Car. https://news.u-car.com.tw/news/article/65828 明翰 (2021, May 27). 電動車牌照稅免徵原訂2021年12月31日結束，財政部急預告修法擬再延長4年至2025年底. U-Car. https://news.u-car.com.tw/news/article/66182 驚動AIT出面？Tesla改走 CCS2充電規格的背後故事. (2021, July 5). U-Car. https://news.u-car.com.tw/news/article/66770 國家發展委員會 (2022, March 30). 2050淨零排放路徑及策略總說明. https://www.ndc.gov.tw/Content_List.aspx?n=6BA5CC3D71A1BF6F Audi e-tron 打造台灣純電生活圈. (2021, January 14). 奧迪台灣新聞中心. https://www.audi.com.tw/tw/web/zh/newscenter/news-2021-01-06/0114.html Audi 純電生活圈. (2019, June 28). 奧迪台灣新聞中心. https://www.audi.com.tw/tw/web/zh/e-mobility.html 高敬原 (2020, December 9). 奧迪在台推首款電動車e-tron，拚5年後市占達3成！如何攜手各界佈局友善環境？. 數位時代. https://www.bnext.com.tw/article/60455/audi-e-tron-taiwan 新創品牌OASIS 成奧迪充電夥伴. (2020, December 13). EVOASIS. https://www.evoasis.com.tw/latestnews/2cefe310-f22f-4bd1-8585-46da341708cc 充電插頭大不同. (2019, December 10). EVOASIS. https://www.evoasis.com.tw/chargingknowedge/b20a9920-a1d9-4a2d-af33-7cf8d58e3352 電動車在台趨勢你夠了解嗎？. (2021, August 16). EVOASIS. https://www.evoasis.com.tw/chargingknowedge/cb210193-ad88-43a8-8128-4d5600c4b9bf Noodoe and Audi Create Successful Program in Taiwan With Audi e-tron; Program Provides Audi e-tron Owners EV Charging Network, Covering Home/Public/Car Dealerships. (2020, July 21). Noodoe. https://www.noodoe.com/press/noodoe-and-audi-create-successful-program-in-taiwan-with-audi-e-tron-program-provides-audi-e-tron-owners-ev-charging-network-covering-home-public-car-dealerships 統計查詢網. (2022, June 30). 交通部. https://stat.motc.gov.tw/mocdb/stmain.jsp?sys=100 Chen, T. (2022, August 13). 2022 上半年台灣各縣市充電站統計：嘉南台東大躍進，桃園要加油了. DDCAR. https://www.ddcar.com.tw/article/30496 游鎧丞 (2020, December 9). 台灣「最快」充電站加持！奧迪電動車e-tron「304萬元起」開賣. ETtoday車雲. https://speed.ettoday.net/news/1872887 游鎧丞 (2019, March 25). 奧迪電動車e-tron無預警在台現身 福斯集團「e動中心」玩真的. ETtoday車雲. https://speed.ettoday.net/news/1407352 方賓 (2017, December 21). 2035起禁售燃油車 行政院：技術已有突破、不給業者負擔. 自由時報. https://news.ltn.com.tw/news/politics/breakingnews/2289669 What is PESTLE Analysis? An Important Business Analysis Tool. (2023, March 8). PESTLE ANALYSIS. https://pestleanalysis.com/what-is-pestle-analysis/ Porter, M. E. (2011, February 12). The five forces. Harvard Business School. https://www.isc.hbs.edu/strategy/business-strategy/Pages/the-five-forces.aspx 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
108933003資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108933003 資料類型 thesis dc.contributor.advisor 尚孝純 zh_TW dc.contributor.advisor Shang, Shari en_US dc.contributor.author (Authors) 郝子鈞 zh_TW dc.contributor.author (Authors) Hao, Joshua en_US dc.creator (作者) 郝子鈞 zh_TW dc.creator (作者) Hao, Joshua en_US dc.date (日期) 2023 en_US dc.date.accessioned 3-Oct-2023 10:50:13 (UTC+8) - dc.date.available 3-Oct-2023 10:50:13 (UTC+8) - dc.date.issued (上傳時間) 3-Oct-2023 10:50:13 (UTC+8) - dc.identifier (Other Identifiers) G0108933003 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147749 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 108933003 zh_TW dc.description.abstract (摘要) Since the invention of automobiles, the industry has evolved constantly because of innovations and regulatory changes. However, throughout history, most passenger cars have been based on internal combustion engines. It was not until the Paris agreement in the recent decade did the industry start to heavily develop and launch zero emission powertrains. The battery electric vehicles (BEV) market grew tremendously within a very short time between late 2010’s and 2022 in Taiwan based on retail volume and number of BEV models available. In late 2010, there were no direct current (DC) fast charging networks, no regulation guidelines on standards of electric vehicles (EV) and no software or supporting businesses needed for BEV drivers. A few years later, the premium BEV market has thrived with growing infrastructure landscape and a strong local value chain.The formation of the market and the growth in Taiwan was a bottom-up approach with consumers and value chain suppliers going into the market prior to clear government policies and support programs. Despite the lack of holistic policies by the government, the ability for Taiwanese companies and businesses to pivot and fill empty business needs has made the growth of the market possible. Audi Taiwan is one of the first traditional manufacturers to bring BEV models into the Taiwanese market, but now faces strong challenges as more competitors are entering the market as it continues to develop and grow. en_US dc.description.tableofcontents 1. Introduction 11.1. Background of Taiwan passenger automobile market and EV products 11.2. Motivation of the study 31.3. A study of EV market emergence in Taiwan using past data to project outlook 52. Literature Review 62.1. Definition and Scope of EV passenger market 62.2. The scope and development of an EV ecosystem 222.3. EV global market growth and trends 232.4. Taiwan EV market 262.5. Market Analysis Frameworks 273. Research Design 323.1. Research methodology 323.2. Data collection 333.3. Data analysis 354. Results 414.1. PESTLE analysis 414.2. Porter’s 5 forces analysis 574.3. SWOT analysis to hypothesize future strategies 735. Conclusion 785.1. Summary and Implications 785.2. Limitations and future research 79Reference 81 zh_TW dc.format.extent 1887167 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108933003 en_US dc.subject (關鍵詞) 無 zh_TW dc.subject (關鍵詞) Battery Electric Vehicle en_US dc.subject (關鍵詞) Market Emergence en_US dc.subject (關鍵詞) Audi en_US dc.subject (關鍵詞) Taiwan en_US dc.title (題名) 以奧迪台灣為例剖析臺灣豪華電動車市場的發展 zh_TW dc.title (題名) A study of EV market emergence in Taiwan using Audi Taiwan as an example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Lin, S. H. (2018, November 13). Vehicle Fuel Economy Regulation in Taiwan. Industrial Technology Research Institute. https://www.globalfueleconomy.org/media/597465/12_chinesetaipei_vehicle-fe_itri_2018113-ok-_emily.pdf Biden-Harris Administration (2023, February 15). FACT SHEET: Biden-Harris Administration Announces New Standards and Major Progress for a Made-in-America National Network of Electric Vehicle Chargers. The White House. https://www.whitehouse.gov/briefing-room/statements-releases/2023/02/15/fact-sheet-biden-harris-administration-announces-new-standards-and-major-progress-for-a-made-in-america-national-network-of-electric-vehicle-chargers/ Lisa Martine Jenkins (2022, June 14). EVs could take off even faster than expected. Protocol. https://www.protocol.com/bulletins/ev-adoptions-rosiest-forecast-yet Thomas Gersdorf, Patrick Hertzke, Patrick Schaufuss, & Stephanie Schenk (2020, July 17). McKinsey Electric Vehicle Index: Europe cushions a global plunge in EV sales. McKinsey & Company. https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/mckinsey-electric-vehicle-index-europe-cushions-a-global-plunge-in-ev-sales Colin McKerracher (2022, December 9). Electric Vehicle Outlook 2023. BloombergNEF. https://about.bnef.com/electric-vehicle-outlook/ 陳信榮 (2019, January 14). 半吊子政策 電動化恐壓垮台灣汽車業. 中時新聞網. https://www.chinatimes.com/newspapers/20190114000275-260204?chdtv 連柏翰 (2021, August 11). 拜登電動車政策與世界局勢合流，台灣政策卻快看不到車尾燈了. Citi Orange. https://buzzorange.com/citiorange/2021/08/11/taiwan-electric-car-policy/ 陳英傑 (2018, June 9). 全球賣最好的電動車！Nissan Leaf 台灣上市時間終於確認. 自由時報. https://auto.ltn.com.tw/news/10221/2 張旭 (2023, January 17). 2022年度臺灣汽車市場銷售報告：電動車Top 10. U-Car. https://news.u-car.com.tw/news/article/73661 張旭 (2021, August 27). 目標2023年後續建TPC充電樁、但引進新車仍為CCS2，國內Tesla提報TPC規格予國家標準審核委員會. U-Car. https://news.u-car.com.tw/news/article/67550 透明化安裝方案同步啟動，國內Audi推出11kW家用充電. (2021, September 7). U-Car. https://news.u-car.com.tw/news/article/67681 陸奕夫 (2020, September 23). 打造e-tron 純電生活圈，Audi規劃年底前完成6座180 kW快速充電站. U-Car. https://news.u-car.com.tw/news/article/63671 陸奕夫 (2020, December 9). 新增55 quattro Advanced車型、建議售價304萬元起，Audi e-tron、e-tron Sportback上市. U-Car. https://news.u-car.com.tw/news/article/64410 陳慶峰 (2017, August 29). 展演Luxgen S3 EV+自動駕駛科技，台灣汽車科技創新發展高峰會. U-Car. https://news.u-car.com.tw/news/article/38742 張旭 (2021, April 28). 國內官網預告4月30日公布，BMW iX與i4將釋出預售方案. U-Car. https://news.u-car.com.tw/news/article/65828 明翰 (2021, May 27). 電動車牌照稅免徵原訂2021年12月31日結束，財政部急預告修法擬再延長4年至2025年底. U-Car. https://news.u-car.com.tw/news/article/66182 驚動AIT出面？Tesla改走 CCS2充電規格的背後故事. (2021, July 5). U-Car. https://news.u-car.com.tw/news/article/66770 國家發展委員會 (2022, March 30). 2050淨零排放路徑及策略總說明. https://www.ndc.gov.tw/Content_List.aspx?n=6BA5CC3D71A1BF6F Audi e-tron 打造台灣純電生活圈. (2021, January 14). 奧迪台灣新聞中心. https://www.audi.com.tw/tw/web/zh/newscenter/news-2021-01-06/0114.html Audi 純電生活圈. (2019, June 28). 奧迪台灣新聞中心. https://www.audi.com.tw/tw/web/zh/e-mobility.html 高敬原 (2020, December 9). 奧迪在台推首款電動車e-tron，拚5年後市占達3成！如何攜手各界佈局友善環境？. 數位時代. https://www.bnext.com.tw/article/60455/audi-e-tron-taiwan 新創品牌OASIS 成奧迪充電夥伴. (2020, December 13). EVOASIS. https://www.evoasis.com.tw/latestnews/2cefe310-f22f-4bd1-8585-46da341708cc 充電插頭大不同. (2019, December 10). EVOASIS. https://www.evoasis.com.tw/chargingknowedge/b20a9920-a1d9-4a2d-af33-7cf8d58e3352 電動車在台趨勢你夠了解嗎？. (2021, August 16). EVOASIS. https://www.evoasis.com.tw/chargingknowedge/cb210193-ad88-43a8-8128-4d5600c4b9bf Noodoe and Audi Create Successful Program in Taiwan With Audi e-tron; Program Provides Audi e-tron Owners EV Charging Network, Covering Home/Public/Car Dealerships. (2020, July 21). Noodoe. https://www.noodoe.com/press/noodoe-and-audi-create-successful-program-in-taiwan-with-audi-e-tron-program-provides-audi-e-tron-owners-ev-charging-network-covering-home-public-car-dealerships 統計查詢網. (2022, June 30). 交通部. https://stat.motc.gov.tw/mocdb/stmain.jsp?sys=100 Chen, T. (2022, August 13). 2022 上半年台灣各縣市充電站統計：嘉南台東大躍進，桃園要加油了. DDCAR. https://www.ddcar.com.tw/article/30496 游鎧丞 (2020, December 9). 台灣「最快」充電站加持！奧迪電動車e-tron「304萬元起」開賣. ETtoday車雲. https://speed.ettoday.net/news/1872887 游鎧丞 (2019, March 25). 奧迪電動車e-tron無預警在台現身 福斯集團「e動中心」玩真的. ETtoday車雲. https://speed.ettoday.net/news/1407352 方賓 (2017, December 21). 2035起禁售燃油車 行政院：技術已有突破、不給業者負擔. 自由時報. https://news.ltn.com.tw/news/politics/breakingnews/2289669 What is PESTLE Analysis? An Important Business Analysis Tool. (2023, March 8). PESTLE ANALYSIS. https://pestleanalysis.com/what-is-pestle-analysis/ Porter, M. E. (2011, February 12). The five forces. Harvard Business School. https://www.isc.hbs.edu/strategy/business-strategy/Pages/the-five-forces.aspx zh_TW
