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題名 配件之市場分析與產品設計- 以特斯拉配件為例
Market Segmentation and Product Design for Tesla's Complementary Products作者 劉小瑜
Liu, Hsiao-Yu貢獻者 于卓民
劉小瑜
Liu, Hsiao-Yu關鍵詞 配件
互補品
市場區隔
設計思維
Accessories
Complementary Products
Market Segmentation
Design Thinking日期 2024 上傳時間 1-三月-2024 14:03:14 (UTC+8) 摘要 全球汽車市場正在從傳統內燃機引擎（ICE）車輛轉向電動車輛，而特斯拉在電動車行業中因領先創新和廣泛的知名度而聞名。特斯拉車輛獨特的極簡主義設計不僅是品牌的區分因素，更是引發了對其車輛配件的需求。特斯拉車主為了追求汽車功能性和美感，往往需要依靠汽車配件產品。本研究的目的是為了分析並找出特斯拉配件市場上尚未滿足的需求，並以產品設計思想為配件品牌打造可成功進入該市場的策略。 本研究藉由市場區隔、配件產品、以及設計思維 (design thinking) 之文獻回顧為研究打底，並透過實地研究和訪談，探討消費者偏好和市場趨勢。實地研究與訪問揭示了特斯拉車主對非凡的配件設計之明顯需求。研究發現，現階段在台灣因顧客數量尚少，無定義和選擇市場區隔之必要，而現有特斯拉專屬配件都以特斯拉極簡設計為靈感，款式與顏色都很稀少，無法滿足特斯拉車主想要有個性的裝飾車輛之需求。因此我們透過對傳統汽車車輛和特斯拉車輛當前配件產品進行分析，找出特斯拉車輛配件所被忽視或缺乏的產品。通過設計思維的應用，本研究示範企業如何策略性的為特斯拉車輛設計並開發配件產品。透過市場分析和設計思維的整合，企業可以在這個極度具有潛力的市場中，將自己定位為創新者和行業領袖，為有效的資源配置和成長策略奠定基礎。
This research thesis focuses on market segmentation and design thinking strategies for complementary products tailored to Tesla vehicles in the Taiwanese automotive market. As the global automotive industry undergoes a transformative shift towards electric vehicles from traditional Internal Combustion Engine (ICE) vehicles, Tesla emerges as a prominent player, recognized for its leading innovation and widespread popularity within the industry. The distinct minimalistic design principle of Tesla vehicles is not only a distinguishing factor for the brand, but also fuels a demand for complementary accessories for their vehicles, as owners seek to enhance both the functionality and aesthetics of their car. This study employs a literature review, field study, and interviews to explore consumer preferences and market trends. Our research discerns that detailed segmentation in the current market for Tesla’s complementary products in Taiwan is impractical due to the limited count of vehicles. However, the field study uncovers a distinct demand among Tesla drivers for a more diverse array of accessory designs. Through a gap analysis conducted between current offerings of complementary products for ICE and Tesla vehicles, this study identifies underrepresented and absent complementary products for Tesla. It then demonstrates how firms can strategically design and develop these products through the application of design thinking principles. This research offers valuable insights and actionable strategies for accessory manufacturers aiming to capitalize on the flourishing market for Tesla-specific complementary products. By integrating design thinking principles and understanding market segmentation, companies can position themselves as early innovators and industry leaders in this evolving niche, providing a foundation for efficient resource allocation and strategic growth.參考文獻 About VALS. Strategic Business Insights. Retrieved Oct. 23 from https://www.strategicbusinessinsights.com/vals/about.shtml Armstrong, G., Kotler, P., & Opresnik, M. O. (2020). Marketing: An Introduction, 14th ed. Global ed. Pearson Education. Auernhammer, J., & Roth, B. (2021). The origin and evolution of Stanford University’s design thinking: From product design to design thinking in innovation management. Journal of Product Innovation Management, 38(6), 623-644. https://doi.org/10.1111/jpim.12594 Big. (2019). Why do so many Tesla owners wrap their cars? In. Tesla Motors Club. Brown, T. (2008). Design thinking. Harvard Business Review, 86(6), 84-92. Buchanan, R. (1992). Wicked Problems in Design Thinking. Design Issues, 8(2), 5-21. https://doi.org/10.2307/1511637 Christensen, C. M., Hall, T., Dillon, K., & Duncan, D. S. (2016). Competing against luck : the story of innovation and customer choice / Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan. (First edition.). HarperBusiness, an imprint of HarperCollins Publishers. Clarke, R. I. (2020). Design Thinking. ALA Neal-Schuman. Claussen, J., Essling, C., & Kretschmer, T. (2015). When less can be more – Setting technology levels in complementary goods markets. Research Policy, 44(2), 328-339. https://doi.org/10.1016/j.respol.2014.10.005. Connelly, E. (2023). Electric Vehicles - Overview. International Energy Agency. Retrieved Dec 17 from https://www.iea.org/energy-system/transport/electric-vehicles Dam, R. F., & Siang, T. Y. (2021). What is design thinking and why is it so popular? Interaction Design Foundation. DeBord, M. (2017). The secret to how Tesla gets its cars to look absolutely fantastic. Retrieved Dec 16, 2023, from https://www.businessinsider.com/how-tesla-designs-cars-to-look-so-good-2017-11 Design Thinking. (n. d.). IDEO U. Retrieved December 11 from https://www.ideou.com/pages/design-thinking Dictionary, O. E. (2023). accessory, n., sense 2.a. In Oxford English Dictionary. Dolnicar, S., Grun, B., & Leisch, F. (2018). Market segmentation analysis : understanding it, doing it, and making it useful / by Sara Dolnicar, Bettina Grun, Friedrich Leisch. Springer Singapore. https://doi.org/10.1007/978-981-10-8818-6 Doorley, S., Holcomb, S., Klebahn, P., Segovia, K., & Utley, J. (2018). Design Thinking Bootleg. In H. P. I. o. D. (d.school) (Ed.). Hasso Plattner Institute of Design (d.school). Drummond, G., & Ensor, J. (2005). Introduction to Marketing Concepts, 1st ed. Taylor & Francis Group. Englis, B. G., & Solomon, M. R. (1996). Using consumption constellations to develop integrated communications strategies. Journal of Business Research, 37(3), 183-191. https://doi.org/10.1016/S0148-2963(96)00068-9 Gill, T., Ma, Z., Zhao, P., & Chen, Y. (2021). How accessories add value to a platform: the role of innovativeness and nonalignability. European Journal of Marketing, 55(4), 1103-1129. https://doi.org/10.1108/EJM-07-2019-0627 Han, E. (2022, January 18). What is design thinking & why is it important? Harvard Business School. Horst, W. J. R., & Webber, M. M. (1973). Dilemmas in a General Theory of Planning. Policy Sciences, 4(2), 155-169. http://www.jstor.org/stable/4531523 How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business. (n.d.). First Round Review. Retrieved December 12 from https://review.firstround.com/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business Jacobides, M. G., Cennamo, C., & Gawer, A. (2018). Towards a theory of ecosystems. Strategic Management Journal, 39(8), 2255-2276. https://doi.org/10.1002/smj.2904 Jeon, J.-E., & Lee, J. (2016). Brand schematicity moderates the effect of aesthetic brands on brand accessories purchase intentions. Social Behavior and Personality, 44(10), 1733-1746. https://doi.org/10.2224/sbp.2016.44.10.1733 Jowua. About Us. Retrieved Jan 1 from jowua-life.com/pages/about Kotler, P., & Keller, K. L. (2012). Marketing Management, 14 ed. Prentice Hall. Lazer, W. (1964, December 27-28). Life Style Concepts and Marketing. Toward Scientific Marketing: Proceedings of the Winter Conference, Liston, V. (2017, January 31). Behind the Design: OXO's Iconic Good Grips Handles. OXO. Retrieved December 11 from https://www.oxo.com/blog/behind-the-scenes/behind-design-oxos-iconic-good-grips-handles Luchs, M. G. (2015). A Brief Introduction to Design Thinking. In Design Thinking (pp. 1-12). https://doi.org/10.1002/9781119154273.ch1 McDonald, M., & Dunbar, I. (2012). Market segmentation how to do it and how to profit from it, Rev. 4th ed. John Wiley & Sons. Plummer, J. T. (1974). The Concept and Application of Life Style Segmentation. Journal of Marketing, 38(1), 33-37. https://doi.org/10.2307/1250164 Simon, H. A. (1969). The Sciences of the Artificial, 3rd ed. The MIT Press. Smith, W. R. (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(1), 3-8. https://doi.org/10.1177/002224295602100102 Staying Safe at the Pump. (n.d.). American Petroleum Institute Retrieved Jan 6 from https://www.api.org/oil-and-natural-gas/consumer-information/consumer-resources/staying-safe-pump#:~:text=It%20may%20be%20a%20temptation,be%20discharged%20at%20the%20nozzle. Tantum, L. (2019, October 10). Smartphone accessories market to ring up revenues of £1.9bn in 2020 as UK reaches ‘peak’ handset ownership https://www2.deloitte.com/uk/en/pages/press-releases/articles/smartphone-accessories-market-to-ring-up-revenues-of-1-point-9-billion-pounds-in-2020.html Teece, David. (2009). Dynamic Capabilities and Strategic Management: Organizing for Innovation and Growth. Oxford University Press, USA. Tesla. (n.d.-a). Operating Climate Controls. Tesla. Retrieved Jan 6 from https://www.tesla.com/ownersmanual/modely/en_us/GUID-3E833C74-9973-48E4-9093-4510E23F8505.html Tesla. (n.d.-b). Ventilation. Tesla. Retrieved Jan 6 from https://www.tesla.com/ownersmanual/modely/en_us/GUID-3E833C74-9973-48E4-9093-4510E23F8505.html TESLAGURU. (n.d.). 全台 92 座特斯拉超級充電站總整理. TESLAGURU. Retrieved Jan 7 from https://teslagu.ru/supercharger/ Trends, G. (n.d.). 露營. Retrieved Jan 7 from https://trends.google.com/trends/explore?date=all&geo=TW&q=%E9%9C%B2%E7%87%9F&hl=en Wang, N., & Hung, C.-N. (2023). Competitive Firms’ Optimal Decisions on Entering Accessory Market. Sustainability, 15(15), 11560. https://www.mdpi.com/2071-1050/15/15/11560 Wedel, M., & Kamakura, W. A. (2000). Market segmentation : conceptual and methodological foundations, 2nd ed. Springer Science & Business Media. Weinstein, A. (2004). Handbook of market segmentation : strategic targeting for business and technology firms, 3rd ed. Routledge. Wells, W. D., & Tigert, D. J. (1971). Activities, interests and opinions. Journal of Advertising Research, 11(4), 27-35. Wilson, M. (2018). The untold story of the vegetable peeler that changed the world. Fast Company. Retrieved December 11 from https://www.fastcompany.com/90239156/the-untold-story-of-the-vegetable-peeler-that-changed-the-world Wind, Y. (1987). Financial Services: Increasing Your Marketing Productivity And Profitability. The Journal of Services Marketing, 1(2), 5-18. https://doi.org/10.1108/eb024703 Yalcin, T., Ofek, E., Koenigsberg, O., & Biyalogorsky, E. (2013). Complementary Goods: Creating, Capturing, and Competing for Value. Marketing Science, 32(4), 554-569. http://www.jstor.org/stable/24545009 Yoseph, F., Malim, N., & AlMalaily, M. (2019). New behavioral segmentation methods to understand consumers in retail industry. International Journal of Computer Science and Information Technology, 11(01), 43-60. 王詣筑. (2022). 《走向戶外篇》 疫後休閒新趨勢 走向大自然 戶外活動掀風潮. 經貿透視雙周刊(600). https://www.trademag.org.tw/page/itemsd/?id=7867258&no=21 交通部公路局. (2024). 統計查詢網. 蔡吉昌, 吳靖純, 陳宏慈, & 吳佳純. (2012). 消費者市場區隔對自行車購買行為之研究 [The Study of Consumer Behavior and Market Segmentation for Purchasing Bicycle]. 運動休閒管理學報, 9(2), 180-191. https://doi.org/10.6214/jsrm.201212_9(2).0011 賴其勛, 楊靜芳, & 許世彥. (2000). 台灣自行車消費者市場區隔與購買決策過程 [Market Segmentation and Buying Decision Processes among Bicycle Consumers in Taiwan]. 大葉學報, 9(2), 19-28. https://doi.org/10.7119/jdyu.200012.0019 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363005資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363005 資料類型 thesis dc.contributor.advisor 于卓民 zh_TW dc.contributor.author (作者) 劉小瑜 zh_TW dc.contributor.author (作者) Liu, Hsiao-Yu en_US dc.creator (作者) 劉小瑜 zh_TW dc.creator (作者) Liu, Hsiao-Yu en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-三月-2024 14:03:14 (UTC+8) - dc.date.available 1-三月-2024 14:03:14 (UTC+8) - dc.date.issued (上傳時間) 1-三月-2024 14:03:14 (UTC+8) - dc.identifier (其他 識別碼) G0110363005 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150235 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 110363005 zh_TW dc.description.abstract (摘要) 全球汽車市場正在從傳統內燃機引擎（ICE）車輛轉向電動車輛，而特斯拉在電動車行業中因領先創新和廣泛的知名度而聞名。特斯拉車輛獨特的極簡主義設計不僅是品牌的區分因素，更是引發了對其車輛配件的需求。特斯拉車主為了追求汽車功能性和美感，往往需要依靠汽車配件產品。本研究的目的是為了分析並找出特斯拉配件市場上尚未滿足的需求，並以產品設計思想為配件品牌打造可成功進入該市場的策略。 本研究藉由市場區隔、配件產品、以及設計思維 (design thinking) 之文獻回顧為研究打底，並透過實地研究和訪談，探討消費者偏好和市場趨勢。實地研究與訪問揭示了特斯拉車主對非凡的配件設計之明顯需求。研究發現，現階段在台灣因顧客數量尚少，無定義和選擇市場區隔之必要，而現有特斯拉專屬配件都以特斯拉極簡設計為靈感，款式與顏色都很稀少，無法滿足特斯拉車主想要有個性的裝飾車輛之需求。因此我們透過對傳統汽車車輛和特斯拉車輛當前配件產品進行分析，找出特斯拉車輛配件所被忽視或缺乏的產品。通過設計思維的應用，本研究示範企業如何策略性的為特斯拉車輛設計並開發配件產品。透過市場分析和設計思維的整合，企業可以在這個極度具有潛力的市場中，將自己定位為創新者和行業領袖，為有效的資源配置和成長策略奠定基礎。 zh_TW dc.description.abstract (摘要) This research thesis focuses on market segmentation and design thinking strategies for complementary products tailored to Tesla vehicles in the Taiwanese automotive market. As the global automotive industry undergoes a transformative shift towards electric vehicles from traditional Internal Combustion Engine (ICE) vehicles, Tesla emerges as a prominent player, recognized for its leading innovation and widespread popularity within the industry. The distinct minimalistic design principle of Tesla vehicles is not only a distinguishing factor for the brand, but also fuels a demand for complementary accessories for their vehicles, as owners seek to enhance both the functionality and aesthetics of their car. This study employs a literature review, field study, and interviews to explore consumer preferences and market trends. Our research discerns that detailed segmentation in the current market for Tesla’s complementary products in Taiwan is impractical due to the limited count of vehicles. However, the field study uncovers a distinct demand among Tesla drivers for a more diverse array of accessory designs. Through a gap analysis conducted between current offerings of complementary products for ICE and Tesla vehicles, this study identifies underrepresented and absent complementary products for Tesla. It then demonstrates how firms can strategically design and develop these products through the application of design thinking principles. This research offers valuable insights and actionable strategies for accessory manufacturers aiming to capitalize on the flourishing market for Tesla-specific complementary products. By integrating design thinking principles and understanding market segmentation, companies can position themselves as early innovators and industry leaders in this evolving niche, providing a foundation for efficient resource allocation and strategic growth. en_US dc.description.tableofcontents Chapter 1 INTRODUCTION 6 Chapter 2 LITERATURE REVIEW 9 Target Audience (Target Market) 10 Accessory/Complementary Product 16 Design Thinking 21 Chapter 3 RESEARCH METHODOLOGY 27 Chapter 4 RESEARCH FINDINGS AND ANALYSIS 29 Data Collection and Gap Analysis 30 Integrating Design Thinking 44 Chapter 5 CONCLUSIONS AND RECOMMENDATIONS 56 Research Conclusion 57 Research Limitations and Future Directions 60 References 63 Appendix – Interview Guideline 69 zh_TW dc.format.extent 9621523 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363005 en_US dc.subject (關鍵詞) 配件 zh_TW dc.subject (關鍵詞) 互補品 zh_TW dc.subject (關鍵詞) 市場區隔 zh_TW dc.subject (關鍵詞) 設計思維 zh_TW dc.subject (關鍵詞) Accessories en_US dc.subject (關鍵詞) Complementary Products en_US dc.subject (關鍵詞) Market Segmentation en_US dc.subject (關鍵詞) Design Thinking en_US dc.title (題名) 配件之市場分析與產品設計- 以特斯拉配件為例 zh_TW dc.title (題名) Market Segmentation and Product Design for Tesla's Complementary Products en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) About VALS. Strategic Business Insights. Retrieved Oct. 23 from https://www.strategicbusinessinsights.com/vals/about.shtml Armstrong, G., Kotler, P., & Opresnik, M. O. (2020). Marketing: An Introduction, 14th ed. Global ed. Pearson Education. Auernhammer, J., & Roth, B. (2021). The origin and evolution of Stanford University’s design thinking: From product design to design thinking in innovation management. Journal of Product Innovation Management, 38(6), 623-644. https://doi.org/10.1111/jpim.12594 Big. (2019). Why do so many Tesla owners wrap their cars? In. Tesla Motors Club. Brown, T. (2008). Design thinking. Harvard Business Review, 86(6), 84-92. Buchanan, R. (1992). Wicked Problems in Design Thinking. Design Issues, 8(2), 5-21. https://doi.org/10.2307/1511637 Christensen, C. M., Hall, T., Dillon, K., & Duncan, D. S. (2016). Competing against luck : the story of innovation and customer choice / Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan. (First edition.). HarperBusiness, an imprint of HarperCollins Publishers. Clarke, R. I. (2020). Design Thinking. ALA Neal-Schuman. Claussen, J., Essling, C., & Kretschmer, T. (2015). When less can be more – Setting technology levels in complementary goods markets. Research Policy, 44(2), 328-339. https://doi.org/10.1016/j.respol.2014.10.005. Connelly, E. (2023). Electric Vehicles - Overview. International Energy Agency. Retrieved Dec 17 from https://www.iea.org/energy-system/transport/electric-vehicles Dam, R. F., & Siang, T. Y. (2021). What is design thinking and why is it so popular? Interaction Design Foundation. DeBord, M. (2017). The secret to how Tesla gets its cars to look absolutely fantastic. Retrieved Dec 16, 2023, from https://www.businessinsider.com/how-tesla-designs-cars-to-look-so-good-2017-11 Design Thinking. (n. d.). IDEO U. Retrieved December 11 from https://www.ideou.com/pages/design-thinking Dictionary, O. E. (2023). accessory, n., sense 2.a. In Oxford English Dictionary. Dolnicar, S., Grun, B., & Leisch, F. (2018). Market segmentation analysis : understanding it, doing it, and making it useful / by Sara Dolnicar, Bettina Grun, Friedrich Leisch. Springer Singapore. https://doi.org/10.1007/978-981-10-8818-6 Doorley, S., Holcomb, S., Klebahn, P., Segovia, K., & Utley, J. (2018). Design Thinking Bootleg. In H. P. I. o. D. (d.school) (Ed.). Hasso Plattner Institute of Design (d.school). Drummond, G., & Ensor, J. (2005). Introduction to Marketing Concepts, 1st ed. Taylor & Francis Group. Englis, B. G., & Solomon, M. R. (1996). Using consumption constellations to develop integrated communications strategies. Journal of Business Research, 37(3), 183-191. https://doi.org/10.1016/S0148-2963(96)00068-9 Gill, T., Ma, Z., Zhao, P., & Chen, Y. (2021). How accessories add value to a platform: the role of innovativeness and nonalignability. European Journal of Marketing, 55(4), 1103-1129. https://doi.org/10.1108/EJM-07-2019-0627 Han, E. (2022, January 18). What is design thinking & why is it important? Harvard Business School. Horst, W. J. R., & Webber, M. M. (1973). Dilemmas in a General Theory of Planning. Policy Sciences, 4(2), 155-169. http://www.jstor.org/stable/4531523 How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business. (n.d.). First Round Review. Retrieved December 12 from https://review.firstround.com/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business Jacobides, M. G., Cennamo, C., & Gawer, A. (2018). Towards a theory of ecosystems. Strategic Management Journal, 39(8), 2255-2276. https://doi.org/10.1002/smj.2904 Jeon, J.-E., & Lee, J. (2016). Brand schematicity moderates the effect of aesthetic brands on brand accessories purchase intentions. Social Behavior and Personality, 44(10), 1733-1746. https://doi.org/10.2224/sbp.2016.44.10.1733 Jowua. About Us. Retrieved Jan 1 from jowua-life.com/pages/about Kotler, P., & Keller, K. L. (2012). 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