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Author: 王耀馨
Yaoh-sing Wang
Thesis Title: 電動車分時租賃商業模式探討
A Case Study of Car Sharing Business Model
Advisor: 劉代洋
Day-Yang Liu
Committee: 陳俊男
Chun-Nan Chen
曾國安
Kuo-An Tseng
Degree: 碩士
Master
Department: 管理學院 - 財務金融研究所
Graduate Institute of Finance
Thesis Publication Year: 2017
Graduation Academic Year: 105
Language: 中文
Pages: 70
Keywords (in Chinese): 商業模式分時租賃純電動車電動車產業
Keywords (in other languages): Business Model, BEV, Electric Vehicle Industry, Car Sharing
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2015年 2月 28日,前央視記者柴靜發表了一篇控訴空氣汙染霾害的紀錄影片-"
穹頂之下",瞬間在大陸及世界各國引起一陣騷動,讓世人更加注意空氣品質及生活
環境的關切,片中對於傳統燃油汽車排放廢氣的嚴重性大幅的報導,也引發電動車產
業高度的眼光關注,而大陸政府也知道電動車不若傳統汽車需有長期的技術累積支持,
亟欲藉由電動車的發展追上美日德國家的技術水準。
Tesla 推出性能版電動車,電動車瞬間成為高尚的交通工具,然電動車的先天限制
條件-充電時間與續駛里程,使電動車在基礎設施充電樁尚未普遍的情況下,讓消費
者對其實用性抱持著懷疑的態度,間接造成接受度有著一定的距離.綜觀現行市售電
動車中,單次充電行駛里程可以達到四百公里的,仍只有 Tesla單一品牌,其他品牌普
遍行駛里程均約在兩百餘公里,這樣的里程僅僅在一般都會內通勤能夠滿足需求,若
然超過都會內行駛,則將造成駕駛者對行駛里程的恐懼,形成所謂里程焦慮症;投入
電動車研發及生產是需要極大的資本,並不是每間車廠都可以像 Tesla般取得大量的資
金,故在廠商投入生產之時必須要有其獨特的營運模式,方得避免坐吃山空,在歐美
及中國大陸均有許多車廠藉策略聯盟共同推動分時租賃模式進行電動車體驗推廣,然
而電動車租賃不同於共享單車,先天上有其特有的限制條件, 在電動車關鍵技術上,
電池、電機及電控等三電系統主宰了電動車性能的好壞,在電動車研發過程中,電動
車生產企業仍必須有營業收入支持研發費用,在消費者接受度有限的情況下,電動車
分時租賃成為一重要的出海口解套方式,一方面藉分時租賃增加車輛銷量及配套措施
的建設,一方面讓民眾在低廉的成本下體驗電動車的環保。
本文個案公司為新能源汽車企業與國際代工大廠策略聯盟下產物,車廠以電動車
推廣用戶體驗以增大銷量,代工大廠則希望由此取得電動車進入門票﹐本研究以推廣
電動車為前提下,從分析電動車整體產業發展及新興的分時租賃運營模式,亦從經營
模式探討分時租賃經營策略,探討其推動所遭遇問題及需克服難關。


In February 28,2015, formal CCTV journalist Chia, Jing published a documentary " Under the Dome", a focus on the complaint around the air pollution haze. Instantly, this issue raised attention to the air pollution and live environmental concerns; not only to the mainland China but the whole world. This documentary focused on the severe problem of air pollution caused by traditional vehicle emission, also leading to a high degree of attention in the electric car industry. The China government understood the importance of the electric car industry in which technology is not like the fuel using car. These need the long term accumulation of the technology support and the wish to catch up the technology of the electric car with the US, Japan and Germany countries.

When Tesla launched the performance version of electric vehicles, the electric car instantly become a noble means of transport. However, the limitation of the charge time and driving distance concerned lots of customers. In most areas of the world, there are not enough charge stations which means there are little numbers of the population which own an electric car confidently. In the electric car market, only Tesla can reach 400 mileage by single charge. Other brands can only reach around 200 mileage. By this mileage, it can only meet the demand of local commuters. If over the range, the driver could be afraid of the mileage, which is commonly known as "mileage anxiety disorder".

To research, develop and go on with the production of the electric car, the business requires lots of funds. Not many brands like Tesla can get the support from government or business. These manufacturers need the united operation model to get the funds to support their production of electric car. In Europe, China and the United States there are some depots introducing the electric car by strategic alliances of the time sharing leasing mode. However, unlike shared bicycle rental, there are restrictions on electric car unique inherent. There are three key technologies involved with the electric car: battery, motor and electrical control which is the main focus that helps the performance quality of the electrical car. In the procession of the research and development of the electric car, the manufacturers needs funds to support it. The time sharing leasing mode will help the electric car manufacturer not just get some finance support but also improve the acceptance by customers on the lower cost.

This case is focusing on the strategic alliance by new energy car businesses and OEM manufacturers. For the new energy car business, they would like to increase the sales of electric cars with more customer driving experience; the OEM manufacture would like to have the ticket to enter this market. This study is based on the promote of the electric car, to evaluate the industry development and the strangely alliance with timing sharing leasing mode. It also discusses the difficulties and challenge of the time sharing leasing mode in the operation system.

目錄 誌謝 ........................................................................................................................................ i 中文摘要 ................................................................................................................................ii Abstract ................................................................................................................................. iii 目錄 .......................................................................................................................................iv 表目錄 ...................................................................................................................................vi 圖目錄 .................................................................................................................................. vii 第壹章 緒論.................................................................................................................... 1 第一節 研究背景與動機 .................................................................................................. 1 第二節 研究目的 .............................................................................................................. 2 第三節 研究範圍流程 ...................................................................................................... 2 第四節 研究限制 .............................................................................................................. 4 第貳章 文獻探討............................................................................................................ 5 第一節 商業模式關鍵管理決策 ...................................................................................... 5 第二節 電動車推廣文獻探討 .......................................................................................... 9 第三節 分時租賃文獻探討 ............................................................................................ 14 第參章 研究方法.......................................................................................................... 17 第一節 研究設計 ............................................................................................................ 17 第二節 個案訪談 ............................................................................................................ 18 第肆章 產業分析與個案公司研究.............................................................................. 19 第一節 產業分析 ............................................................................................................ 19 第二節 個案公司介紹 .................................................................................................... 27 第伍章 個案分析.......................................................................................................... 41 第一節 關鍵管理決策的背景與動機 ............................................................................ 41 第二節 個案公司的商業模式策略 ................................................................................ 42 第三節 個案執行過程 .................................................................................................... 51 第四節 效益分析 ............................................................................................................ 54 第五節 未來規劃 ............................................................................................................ 56 v 第陸章 結論與建議...................................................................................................... 57 第一節 研究結論 ............................................................................................................ 57 第二節 研究建議 ............................................................................................................ 58 參考文獻 ............................................................................................................................. 59

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中國科技論文在線 http://www.paper.edu.cn/releasepaper/content/201406-303

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