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研究生： 郝子鈞
Hao, Joshua
論文名稱： 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
指導教授： 尚孝純
Shang, Shari
口試委員: 彭志宏
Peng, Chih-Hung
李怡慧
Lee, Joyce
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2023
畢業學年度： 112
語文別： 英文
論文頁數： 84
中文關鍵詞： 無
外文關鍵詞： Battery Electric Vehicle, Market Emergence, Audi
相關次數： 點閱：183  下載：0 
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    • 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.

    1. Introduction 1
    1.1. Background of Taiwan passenger automobile market and EV products 1
    1.2. Motivation of the study 3
    1.3. A study of EV market emergence in Taiwan using past data to project outlook 5
    2. Literature Review 6
    2.1. Definition and Scope of EV passenger market 6
    2.2. The scope and development of an EV ecosystem 22
    2.3. EV global market growth and trends 23
    2.4. Taiwan EV market 26
    2.5. Market Analysis Frameworks 27
    3. Research Design 32
    3.1. Research methodology 32
    3.2. Data collection 33
    3.3. Data analysis 35
    4. Results 41
    4.1. PESTLE analysis 41
    4.2. Porter’s 5 forces analysis 57
    4.3. SWOT analysis to hypothesize future strategies 73
    5. Conclusion 78
    5.1. Summary and Implications 78
    5.2. Limitations and future research 79
    Reference 81
     

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