研究生: |
張富傑 Fu-Chieh Chang |
---|---|
論文名稱: |
探討台灣機車産業轉型的創新策略-以Gogoro睿能創意為例 Discuss the innovative strategies for the transformation of Taiwan's scooter industry-Taking Gogoro as an example |
指導教授: |
陳玲鈴
Lin-Lin Chen 洪偉肯 Wei-Ken Hung |
口試委員: |
宋同正
Tong-Jheng Sung 洪偉肯 Wei-Ken Hung 陳玲鈴 Lin-Lin Chen |
學位類別: |
碩士 Master |
系所名稱: |
設計學院 - 設計系 Department of Design |
論文出版年: | 2021 |
畢業學年度: | 109 |
語文別: | 中文 |
論文頁數: | 120 |
中文關鍵詞: | 電動機車 、創新策略 、創新擴散 、建構式創新 、攻擊者優勢 |
外文關鍵詞: | Electric Scooter, Innovation Strategy, Innovation Difussion, Architectural Innovation, Attacker Advantage |
相關次數: | 點閱:659 下載:35 |
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本研究探討睿能創意(Gogoro)的設計與創新策略,首先透過次級資料與調查報告進行質性分析探討,其次透過量化的問卷調查瞭解消費者的認知觀點。結果除了歸納出Gogoro的三階段發展歷程與設計策略外,也發現與美國電動汽車品牌「特斯拉(Tesla)」的「建構式創新」策略極為相似;而Gogoro的電池、換電站、電動機車與操作系統設計等互補資產與技術所構成的整體能源網路,則強化了其價值主張,並開拓出電動機車的新市場;由於並非與傳統燃油機車廠商正面競爭,進而能在臺灣市場中快速成長,成為臺灣機車市場領先品牌,除建構了創新的獲利模式,也發展出與消費者互動的新模式。
This study explores the design and innovation strategies of Gogoro – a company that develops and sells electric scooters and battery swapping infrastructure in Taiwan. First, this research conducts qualitative analysis through secondary data and survey reports and investigates consumers' cognitive perspectives through quantitative questionnaires. In addition to summarizing the three-stage development process and design strategy of Gogoro, the results also found that it is very similar to the "constructive innovation" strategy of the American electric car brand "Tesla." Furthermore, Gogoro's complementary assets, including battery, swapping station, electric scooter, and operation system, constituted the energy network, strengthened its value proposition, and opened up a new electric scooters market. Since it does not directly compete with traditional diesel scooter manufacturers, it can quickly gain momentum and become one of the leading brands in Taiwan's motorcycle market. Not merely constructing an innovative profit model, it also develops a new model of interaction with consumers.
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