全球暖化造成氣候變遷的趨勢持續加劇中，汽車燃燒石油產生的CO2已經被證實為氣候暖化的主要元凶之一，發展新能源的運輸工具已成為全球主要國家的共識，電動車躍居節能減碳時代的明星產品，也成為台灣政府推動的四大智慧型產業之一，而身為台灣唯一自主研發的裕隆集團也積極推動智慧型電動車佈局下一波產業的新契機。 　　本研究透過個案研究的方式，使用價值網的競合賽局及白地策略中商業模式的四個構念為理論基礎，探討裕隆集團的電動車，如何透過互補參賽者，建構產業的生態體系；以及裕隆集團為滿足顧客價值，歷經四次企業變革的努力所累積的核心能力，用於經營市場白地達成轉型現有市場、建立新市場與改造整個產業歷程中，商業模式創新可能的策略與機會。 　　研究發現，電動車產業的生態體系，以顧客價值為中心出發，由裕隆汽車集團為主要參賽者，佈局與聯盟競合賽局中的互補參賽者，協同建構產業生態系；而面對電動車的市場白地，裕隆集團應透過企業變革累積的關鍵流程與資源，去滿足更多顧客的價值，去抓住電動車興起的新機會，創造潔淨能源時代的再一波成長契機。 　　根據研究結果，建議裕隆集團與電動車價值鏈仍應先著重於運用競爭優勢、合作創造價值及鏈結政府產業政策，才有機會在這個國際產業轉型的關鍵時刻，卡位潔淨能源時代的重點產業。 關鍵字：創新、商業模式、價值網、電動車 / In the aging of climate change, the global GHG, especially CO2, emissions over past decades have a discernible influence at the global scale on observed changes in many physical and biological systems. To find transformation equipment with clean energy is under globally sourcing and likely turned out to be Electronic Vehicles (EVs). Taiwan government and Yulon-group, the only own R&D also branding car manufacturer in Taiwan, have identified intelligent EV as a major product to focus in the promising future. The strategy of EV value innovation used the theory of co-opetition (Brandenburger & Nalebuff) and four-box business model framework (Mark Johnson) as the basic. First of all, we study how Yulon co-work with all game players to provide EV owner with complementary products and services, and then also build up the EV eco-system. Secondly, We inventory Yulon’s core competencies, which was earned from its own transformative growth trail, to see how the enterprise transforming existing markets, creating new markets, and dealing with industry discontinuity. The research discovers that Yulon join all complementors create added value, based on customers’ expectation, so that can setup and upgrade EV value net. Strategy for Yulon to do business model innovation is to combine customer value proposition, profit formula, key resources and key processes to create synergy, so that can deploy cutting-edge, enabling technologies for EV era. As a result, the purpose of this thesis is business model innovation strategy of Yulon EV should focus on taking competitive advantage, catching value creation and lobbing government policy, so that the enterprise can have win-win situation with customers in clean technology age. Keyword: innovation; business model; value net; electronic vehicle

Christensen提出「破壞性創新」，解釋為什麼許多過去成功的企業，在遭遇到新市場或新科技的衝擊時，常常失去他們在業界的領導地位。然而，相當可惜的是，Christensen只提出的「破壞性創新」的概念，卻沒有清楚地定義什麼才算是「破壞性創新」。 本研究將建立一個具有「價值創新程度」、「市場創新程度」、「市場成長速度」，三個構面的模型，用來決定是否為「破壞性創新」的要件。在每個構面下，分別發展出更細微的判斷指標，使模型更趨於完善。本研究更深入訪談三間具創新能力、其產品在市面上都有一定知名度的公司創辦、負責人，就本研究的三個構面，分別以其公司的創新產品做出對應的回應。最後統整出這些創新產品在這些構面的相似性。 / Christensen proposed the concept of "disruptive innovation" to explain why the established firm always failed when facing new market of new technology. However, Christensen just proposed the idea of "disruptive innovation", but he didn't clearly define what "disruptive innovation" is. This research established a model including three dimensions: value innovative ability, market acceptability, and market innovative ability, to determine if it is disruptive innovation. There are some criteria under the three dimensions. This research also interviewed the persons in charge innovative products, which is very popular in the market, in three innovative companies. They reposed according to the three dimensions. Some similarities of the three innovative products are concluded.

此論文係以商業營運計畫為撰寫架構，希望透過創新的異業整合方式，結合油品銷售業者、整車製造廠、鋰鐵磷電池廠和資、通訊電子業者等跨越不同產業的廠商，以電動車為基礎打造全新的營運模式，並為各領域之廠商在現有事業之外另闢新的產銷契機。 本計畫以在台灣擁有最多加油站數的台灣中油公司為核心，建議由其負責主導與整合，並創設名為「綠寶石電池」的新公司，借重中油的加油站據點等無人可及的實體通路優勢來吸引不同電動車與鋰鐵磷電池的上、下游業者一起共相盛舉，進而共同在即將爆發大成長商機的電動車與鋰鐵磷電池市場獲得領先地位。 中油可將裕隆等整車製造廠、鋰鐵磷電池廠商和資、通訊電子業者視為可提供營運綜效的策略投資與合作夥伴，初期規劃的總資本額為新台幣100億元，由中油負責其中的40~50億元，希望引進的其他投資金額分別由裕隆等數家整車製造廠投資共約30~40億元，以及數家具備優異技術開發與量產能力的鋰鐵磷正極材料廠商共約20~30億元。 綠寶石計畫投入的市場包括依行駛里程收取充電費用，舊鋰鐵磷電池儲電模組轉售，和各種娛樂休閒與商務的資、通訊與網路服務等，自2011年開始營運，預估2011年到2015年的總營收分別為22.85億元、59.82億元、96.78億元、136.95億元和179.11億元。 其中，來自依行駛里程收取充電費用的收入約佔總營收60%，自舊鋰鐵磷電池儲電模組轉售業務所取得的營業收入約佔總營收30%~35%，來自資、通訊網路服務的營業收入則佔總營收的5%~10%左右。 綠寶石預估在2013年即可正式轉虧為盈，稅前淨利達22.92億元，每股獲利可達1.72元，2014年與2015年的營運將更上層樓，稅前獲利分別為43.95億元和77.06億元，每股獲利可達4.40元和7.71元。

在石油價格高漲、都市空氣汙染及全球溫室效應日趨嚴重的情況下，電動車的推廣被個許多國家視為重要的發展政策。但由於目前電動車受限於車價高、充電速度慢、性能尚不足以滿足多數使用者的需求，因此將電動車的推廣目標從一般民眾改為大眾交通運輸業者如:乘計程車，成為許多國家的優先目標。而在台灣由於電動車推廣並不普遍，計程車司機對於電動車並不了解，加上車價較汽油車高，在推廣上更加困難。因此電動計程車的推廣由計程車車隊購買，再以租賃的方式給予計程車司機使用是較為可行的方式，本研究針對電動車與計程車業者的搭配進行探討，並以台灣大車隊為例子作為可行性研究目標。 本研究從計程車司機、計程車車行、乘客、政府，四個腳色下去探討，由對計程車司機的問卷調查及目前車輛使用的方式、與台灣大車隊經營團隊的訪談結果、政府目前對電動車的政策方向及補助、還有各家車廠的電動車技術，從上述這些資訊去分析電動車在台灣作為計程車的可行性，以及可以帶來什麼樣的益處。最後再將電動車和現行汽油車做使用成本的比較，進一步凸顯電動車適合作為計程車使用的特性。 本研究發現: (1) 現行電動車的續航力足夠台灣一般計程車司機使用一整天不須充電。 (2) 在行駛相同的里程數下，電動車的充電費用遠低於汽油價格 (3) 以目前的車輛價格，電動計程車租金可達到計程車司機的接受範圍。(4)長期使用下，以電動車作為計程車的總成本低於使用汽油車，可以增加司機的收入 / In the soaring oil price, increasing urban air pollution and worsening global warming situation, promotion of Electric Vehicle has become an important development policy in many nations. However, many nations have focus and prioritize Electric Vehicle’s development in the public transit vehicle market instead of the consumer vehicle market, such as taxi, due Electric Vehicle’s high retail price, slow charging process and lack of functionality still cannot meet most consumers’ demands. In Taiwan, due to the lack of Electric Vehicle promotion and understanding in all markets and the higher price compared to petroleum-based vehicles, deployment of the aforementioned development policy has encountered more difficulties. Therefore, the more logical approach for Electric Vehicle promotion would be enabling taxi organization to purchase in mass numbers, then rent the vehicle to Taxi drivers. This research focuses on the partnership between the Electric Vehicle industry and the Taxi Organizations, and will focus on the Taxi Organization, Taiwan Taxi, as a feasible research target case study. This research will analyze based on four different roles of the Taxi industry, namely, the Taxi Driver, Taxi Organization, Taxi Customers and the government through: questionnaires that inquire about current vehicle use, interviews that provide insights to Taiwan Taxi’s management directions, documents that highlights government policy directions as well as subsidy on Electric Vehicles, and summaries that provide an understanding of each Electric Vehicle Manufacturers’ technologies. From the above analysis, this research will aim to determine the feasibility of Electric Vehicles as Taxi in Taiwan and the possible benefits of such change. Finally, this research will compare the cost of Electric Vehicle versus current petroleum-based vehicles as an operative cost comparison to further prove that Electric Vehicle is a suitable replacement technology for the Taxi industry. This research has found that: modern electric vehicle’s battery life is sufficient for regular taxi drivers in Taiwan for an entire day without recharge; under the same mileage, the cost of charging an electric vehicle is far cheaper than refilling petroleum; the cost of renting an electric vehicle is in an acceptable range compared to the current vehicle purchase price; in long terms, the cost of electric vehicles as taxi is far cheaper than using petroleum-based vehicles, which can increase the drivers’ profits.

近年來，全球氣候暖化問題嚴重，造成地球環境的變遷，加上能源安全威脅與經濟、環境永續發展的考量，世界各國對於節能減碳的議題日漸重視。車輛電動化即在減少溫室氣體排放、改善生活環境、加強能源安全及掌握產業發展轉型契機等因素驅動下，成為全球車輛發展的重要趨勢，全球電動車產業結構與產業網絡正在逐漸成形中。 本研究係針對全球主要國家政府在面對電動車這個新興產業發展時，所採取的政策進行分析與探討，並且以日本、美國、中國、德國政府政策為探討目標，從文獻回顧及專業機構報告中整理分析各國政府的產業政策，試圖探討政府的角色與定位，進一步描繪出台灣政府應該扮演的角色，並且提出建議，作為政府於制定產業政策時之參考，期能對電動車產業做出貢獻，讓台灣電動車產業在此波革命浪潮中，創造出更高的價值及競爭力。 本研究發現，電動車新興產業在發展過程中充滿許多經濟面、市場面、環境面以及技術面的發展限制，本研究在羅列出的十六項發展限制中，有高達十一項限制與政府的政策息息相關。汽車百年產業革命成功與否，業界對於政府是否能創造具有競爭優勢的發展環境要求殷切，於是在電池研發技術未臻成熟、產業各項標準尚未建立之際，各國政府紛紛伸出<看得見的那隻手>，從產業研究發展獎勵、消費市場購車、用車以及充電基礎建設普及的促成與補助，配合業者在關鍵技術發展的努力、商業模式的發展、產業群聚的形成、充電基礎建設的普及、維修體系的建置、社會大眾對於環境品質的需求、用車習慣的改變、電動車節能形象的認同……等種種助力，形成產業能量面的推升力量以及市場需求的拉力，形塑出電動車未來發展的良性循環，試圖在此領域內創造出比較優勢，促使這一波新的汽車產業革命形成。 　　值此關鍵時期，台灣政府如何提供本國產業一臂之力，期於未來世界汽車產業佔有一席之地？這是許多業者關心的議題。目前，各國政府紛紛制訂獎勵政策協助業者以及消費者對於電動車發展與使用的認同；尤其德國政府作法積極，從保持人民生活品質、解決石油倚賴問題、強化經濟傳統命脈的汽車工業，從環境結構、基礎設施到社會大眾的消費習慣宣導著手，具體規劃國家新經濟遠景，將德國塑造成世界電動車大國，這是非常值得台灣政府參考的典範。 本研究建議，電動車產業處發展初階段，眾家車廠以及各國政府皆在摸索前行中，台灣政府應參考各國政府政策後，了解台灣產業的優勢與機會，從基礎設施到新能源政策、基本軟硬體投資環境的建置著手，協助業者發展創造出友善的投資環境並且積極發展國內電動車運行，累積出屬於台灣自己的<台灣EV經驗>，協助業者強化電動車相關技術，除藉由電動車的普及來降低國內對於石油的依賴外，倘若能成功推行電動車成為國際典範，讓世界看到台灣先進的科技與環保觀念，提升國際形象，在時機成熟時，提供關鍵零件技術，利用中國的潛在市場，參與國際標準制定，創造出台灣電動車產業的發展空間。 / The worsening problem of global warming in recent years has led to the environmental changes on Earth. This fact, along with the emerging threats to energy security and the call for sustainable economic and environmental development, has drawn increasing worldwide attention on the issues of energy saving and carbon reduction. As a result, the EV (Electric Vehicle) industry is gaining increasing importance in the global automobile market, driven by various motives including reducing greenhouse gas emissions, improving living environment, safeguarding energy security and seizing the opportunities of industrial transformation. The industrial structure and network of the global EV market is gradually taking shape. The purpose of this research is to explore and analyze the policies adopted by the governments of the world’s leading countries on the emerging EV industry, focusing on Japan, the USA, China and Germany. By reviewing historical documents and professional reports, the author has probed the industrial policies of these countries, endeavoring to identify the roles of the governments in this process and, furthermore, to depict the roles and positions of the government of Taiwan. The author has also provided recommendations to the government for developing industrial policies, with the hope that the research results will contribute to the growth of the EV industry in Taiwan and the creation of higher value and competitive advantages in this revolutionary process. It is discovered in this research that a great deal of development restrictions are involved in the growing process of the emerging EV industry, respectively in the economic, market, environmental and technological fields. Among the sixteen development restrictions outlined in this research, there are as many as eleven items which are closely bound up with government policies. The success of this unprecedented industrial revolution, therefore, relies on whether the government can create a development environment with sufficient competitive advantages, which is anxiously longed for by the EV industry. Given the facts that the R&D technologies for the battery industry are not fully mature and various industrial benchmarks are yet to be established, the “visible hands” are offered by governments, one after another, to support the industry. These government initiatives include: providing incentives for industrial R&D, stimulating the consumer market, as well as facilitating and subsidizing the EV car use and recharging infrastructure. Other supportive policies include assisting the EV industry in developing key technologies, building up business models, shaping industrial clusters, expanding recharging infrastructure, establishing the maintenance/repair systems, accommodating to the public demand on environmental quality and the changes in car-using habits, promoting the identification with the energy-saving image of EV’s, etc. All these measures have turned into a pushing force that gives momentum to the industry, as well as a pulling force that booms the market. They contribute to forming a virtuous development cycle for the EV industry in future; help to create comparative advantages in this specific field; and make impossible this new wave of industrial revolution for automobiles. At this critical stage, how would the Taiwan government lend a helping hand so that the local EV industry could gain a stake in the international automobile market in future? This is an issue widely concerned by the industry. Now, many countries are offering incentive policies to help with the development of the industry and build up consumer identification with the electric cars. The German government, particularly, has taken aggressive actions. Apart from the efforts in maintaining/improving the life quality of its people, the government also endeavors to reduce the dependency on imported oil and strengthen the competitiveness of its automobile industry, which is vital to the economic growth of the country. To realize the new economic vision of the country, the German government has developed specific plans, covering various initiatives including environmental structure, infrastructure construction and consumer education, etc. The purpose is to make Germany a leading country for the EV industry. These we believe are the “best practices” to be considered by the Taiwan government. The EV industry is yet at its preliminary stage of development. Governments, as well as EV manufacturers around the world, are all endeavoring to find the right path ahead. It is recommended, therefore, that the government of Taiwan should firstly study the policies of other countries and understand the strengths and weakness of local industries. The initial efforts should be focused on constructing infrastructures, setting up new energy policies and installing the fundamental software/hardware for a friendly investment environment, so as to support the growth of the industry. The government should, in the meantime, actively promote the electric vehicles in the domestic market, build up the unique “EV Experience of Taiwan” to help improving the relevant EV technology for the local industry. Apart from reducing the country’s dependency on imported oil, the successful popularization of EV in Taiwan will also become one of the best practices in the world and contribute to the elevation of Taiwan’s international image, having showcased its advanced technologies and strong environmental awareness. With increasing sophistication, Taiwan’s EV industry also has the capabilities to provide critical spare parts technologies and to play a role, through the potential China market, in the international standard-setting process, thereby creating further expanding possibilities for the industry.

能源的議題牽繫人類文明的發展，在開發與運用的同時，也伴隨相當的代價。當代所因應發展的新能源經濟，在全球範圍內希冀提供人類前進的方案。 在新能源經濟的浪潮中，三個主要支柱分別是可再生能源，智慧電網與智慧家庭，以及電動車。我們解構產業的組成與價值鏈，分析產業的發展現況，並探究可行的技術運用與商業模式。 最終希望結合我們所擅長的資訊科技，在經濟層面為這片土地作出貢獻。