政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/150235

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/150235

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题名:	配件之市場分析與產品設計- 以特斯拉配件為例 Market Segmentation and Product Design for Tesla's Complementary Products
作者:	劉小瑜 Liu, Hsiao-Yu
贡献者:	于卓民劉小瑜 Liu, Hsiao-Yu
关键词:	配件互補品市場區隔設計思維 Accessories Complementary Products Market Segmentation Design Thinking
日期:	2024
上传时间:	2024-03-01 14:03:14 (UTC+8)
摘要:	全球汽車市場正在從傳統內燃機引擎（ICE）車輛轉向電動車輛，而特斯拉在電動車行業中因領先創新和廣泛的知名度而聞名。特斯拉車輛獨特的極簡主義設計不僅是品牌的區分因素，更是引發了對其車輛配件的需求。特斯拉車主為了追求汽車功能性和美感，往往需要依靠汽車配件產品。本研究的目的是為了分析並找出特斯拉配件市場上尚未滿足的需求，並以產品設計思想為配件品牌打造可成功進入該市場的策略。本研究藉由市場區隔、配件產品、以及設計思維 (design thinking) 之文獻回顧為研究打底，並透過實地研究和訪談，探討消費者偏好和市場趨勢。實地研究與訪問揭示了特斯拉車主對非凡的配件設計之明顯需求。研究發現，現階段在台灣因顧客數量尚少，無定義和選擇市場區隔之必要，而現有特斯拉專屬配件都以特斯拉極簡設計為靈感，款式與顏色都很稀少，無法滿足特斯拉車主想要有個性的裝飾車輛之需求。因此我們透過對傳統汽車車輛和特斯拉車輛當前配件產品進行分析，找出特斯拉車輛配件所被忽視或缺乏的產品。通過設計思維的應用，本研究示範企業如何策略性的為特斯拉車輛設計並開發配件產品。透過市場分析和設計思維的整合，企業可以在這個極度具有潛力的市場中，將自己定位為創新者和行業領袖，為有效的資源配置和成長策略奠定基礎。 This research thesis focuses on market segmentation and design thinking strategies for complementary products tailored to Tesla vehicles in the Taiwanese automotive market. As the global automotive industry undergoes a transformative shift towards electric vehicles from traditional Internal Combustion Engine (ICE) vehicles, Tesla emerges as a prominent player, recognized for its leading innovation and widespread popularity within the industry. The distinct minimalistic design principle of Tesla vehicles is not only a distinguishing factor for the brand, but also fuels a demand for complementary accessories for their vehicles, as owners seek to enhance both the functionality and aesthetics of their car. This study employs a literature review, field study, and interviews to explore consumer preferences and market trends. Our research discerns that detailed segmentation in the current market for Tesla’s complementary products in Taiwan is impractical due to the limited count of vehicles. However, the field study uncovers a distinct demand among Tesla drivers for a more diverse array of accessory designs. Through a gap analysis conducted between current offerings of complementary products for ICE and Tesla vehicles, this study identifies underrepresented and absent complementary products for Tesla. It then demonstrates how firms can strategically design and develop these products through the application of design thinking principles. This research offers valuable insights and actionable strategies for accessory manufacturers aiming to capitalize on the flourishing market for Tesla-specific complementary products. By integrating design thinking principles and understanding market segmentation, companies can position themselves as early innovators and industry leaders in this evolving niche, providing a foundation for efficient resource allocation and strategic growth.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 110363005
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0110363005
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