從工業經濟、服務經濟到體驗經濟，大眾的消費認知正在轉變的更加細緻，除持續關注於產品本身的功能使用之外，也更在乎滿足需求之外的衍生價值，且伴隨著科技快速進步使許多產業都面臨商業思維與營利模式轉型的挑戰，如何運用有效的經營思維來順應市場快速變動的需求，使企業擁有獨特的價值創造體系，進而建立企業的可持續發展都將是一大課題。
而電動車產業也不例外。從過去傳統的產品製造導向也開始面臨因智能技術的快速演進與多元的移動端軟體而衍生出許多潛在的創新空間。基於此，本研究依據個案公司 – 蔚來汽車，融合中國移動互聯網的優勢及切入增長巨大的高端電動車市場，建構顛覆於傳統並以服務為核心的商業模式，取代原本產品提供者的角色，轉型為顧客提供體驗價值，讓企業有機會脫離傳統的價格競爭，進而建立成長優勢。
本研究以Pim den Hertog 與 Rob Bilderbeek (2000)提出的服務創新模式四構面之內涵分析結合Osterwalder＆Pigneu（2010）的商業模式九宮格，探討電動車企業如何運用服務創新的商業模式打造價值創造體系，使企業成功進入百家爭鳴的汽車市場，並發展出獨特的服務生態。
綜合研究結果指出，結合以「顧客為中心」的服務體驗思維將成為新商業市場中不可或缺的經營思維。個案公司精準洞察並運用增長中的藍海市場，提供完善的各歷程用車服務體驗與專注投資以技術為基礎的電動車充換電基礎設施，讓公司得以建立強大的價值創造體系，其背後的不可替代性更來自基於大量技術研發與投入該服務生態的建構，為後續公司的可持續發展與服務商業模式建立良好的基礎。本研究透過深入分析該個案公司所得之發現，以期帶給汽車企業以為服務轉型之借鏡。

From the industrial economy, the service economy, to the experience economy, the way people perceive products has changed from function-oriented to value-oriented. Many industries have been facing the challenge of business thinking and profit model transformation.
Using digital tools and Cross-channel service experience to meet the rapidly changing needs of the market in establishing their own value creation and sustainable development has been a crucial objective.
The electric vehicle industry has inevitably faced the challenge of the rapid evolution of intelligent technology and diverse mobile software. Based on this research, the case company –NIO Car, utilizing the advantages of China Mobile Internet and the fast-growing electric vehicle market, adopted the customer-oriented business model. As a consequence, NIO Car distinguished itself from competitors and overcame the challenge of traditional price competition.
This research takes four facets of the service innovation model proposed by Pim den Hertog and Rob Bilderbeek (2000) and the nine-grid business model by Osterwalder＆Pigneu (2010) as the research framework and conducts case studies through the collection and analysis the data, this study grasps the vehicle company how to build a value creation through the service innovation.
Finally, as a result of the overall study, this case study explores the case – NIO Car, which reveals the “ customer-oriented” will become an indispensable means of business thinking for the vehicle industry in the future to create the differentiation. the case company used precise insights into the blue ocean market to provide a comprehensive value creation of service strategy to build a branding value and vehicle sales.

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蔚來汽車公開年季財報 Retrieved from https://ir.nio.com/financials/annual-reports
車銷量網站 Retrieved from https://www.chexiaoliang.net/select/452.html
汽車之家 Retrieved from https://www.autohome.com.cn/beijing/
易車網 Retrieved from https://www.bitauto.com/
蓋世汽車 Retrieved from https://auto.gasgoo.com/qcxl/xny
第一電動 Retrieved from http://biz.touchev.com/industry_data#tables
搜狐車 Retrieved from https://db.auto.sohu.com/nio-2246/5293/salescar.html
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