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| Title: | 電動腳踏車公司的策略行銷分析 ：以H公司為例
Strategic Marketing Analysis of Electric Bicycle Company: A Case Study of H. Company |
| Authors: | 朱法蓉
Chu, Fa-Jung |
| Contributors: | 巫立宇
林宜霓
Wu, Li-Yu
Lin, Yi-Ni
朱法蓉
Chu, Fa-Jung |
| Keywords: | 電動腳踏車
軟硬體整合
商業模式
策略行銷
Electric bicycles
Software-hardware integration
Business model
Strategic marketing |
| Date: | 2024 |
| Issue Date: | 2024-07-01 12:25:50 (UTC+8) |
| Abstract: | 環保意識抬升，推動了永續發展目標的實施，其中電動腳踏車作為節能交通工具受到關注。人們在選擇交通工具時，除了考慮環保意識外，也看重其便利性和運動效果。電動腳踏車因解決交通問題和滿足運動需求等優勢，成為腳踏車產業中新興的成長潛力區塊。然而在此成長趨勢下，欲發展電動腳踏車的品牌以及其生產、組裝與經銷商，對於電動領域的軟體與硬體的組成、組裝和維修，卻不熟悉，導致發展上的阻礙。
本研究欲研究台灣某電動腳踏車公司（以下皆簡稱H公司）提供之電動腳踏車解決方案，其核心理念在於解決產業中普遍對於電動領域不熟悉的痛點。本研究將透過質性訪談法，並將訪談結果，運用商業模式畫布圖和策略行銷4C理論，分析其商業模式與行銷措施，提出相應的行銷建議，進而加強H公司在電動車產業中的獨特地位和整合電動腳踏車產業鏈的創新策略。
本研究發現，H公司成功地利用其關鍵資源、活動與夥伴，傳遞解決電動腳踏車之產業痛點予其目標客群；而在策略行銷方面，H公司有效地降低買者外顯單位效益成本、買者資訊搜集成本與買者道德危機成本，並提升交易後的買者專屬陷入成本。同時提出改善建議，提升機電軟人才培訓、規模經濟與成本優化、開拓中小企業客戶等策略。透過本文研究，幫助H公司更好地整合電動腳踏車產業鏈，提升行銷效能，並實現業務發展的長期目標。
The increasing environmental awareness has propelled the implementation of sustainable development goals, among which electric bicycles have garnered attention as energy-saving modes of transport. When choosing transportation, people not only consider environmental consciousness but also value convenience and the health benefits of exercise. Electric bicycles, with their advantages in addressing transportation issues and meeting fitness needs, have emerged as a promising sector within the bicycle industry. However, brands and stakeholders aiming to develop electric bicycles face challenges due to their lack of familiarity with the software and hardware aspects in this field.
This study aims to examine the electric bicycle solutions provided by a Taiwanese company (hereafter referred to as "H company"), focusing on addressing the common pain points related to the unfamiliarity with the electric domain in the industry. Through qualitative interviews and utilizing the business model canvas and the 4C theory of strategic marketing, this research will analyze H company's business model and marketing strategies, providing corresponding marketing recommendations. The goal is to strengthen H company's unique position in the electric vehicle industry and innovate strategies for integrating the electric bicycle industry chain.
The study finds that H company effectively leverages its key resources, activities, and partnerships to address industry pain points concerning electric bicycles for its target audience. In terms of strategic marketing, H company successfully reduces buyer unit cost, buyer information search cost, and buyer moral crisis cost while enhancing post-transaction buyer-specific sunk costs. Improvement suggestions include enhancing training for electromechanical talent, optimizing economies of scale and cost, and expanding the customer base to small and medium-sized enterprises. Through this study, H company can better integrate the electric bicycle industry chain, enhance marketing efficiency, and achieve long-term business development goals. |
| Reference: | ㄧ、中文文獻
巫立宇、邱志聖（2021），銷售與顧客關係管理（第二版）。台灣台北：新陸書局股份有限公司
邱志聖（2020），策略行銷分析：架構與實務應用（第五版）。台灣台北：智勝文化事業有限公司
二、外文文獻
Osterwalder, A., and Pigneur, Y. (2011), Business Model Generation: A Handbook for Visionaries, Game, Changers, and Challengers, African Journal of Business Management, Vol. 5(7)
三、網際網路
Hyena E-bike Systems.(n.d.)
https://www.hyena-ebike.com
財團法人車輛安全檢驗中心.(n.d.)
https://www.car-safety.org.tw/uploads/Rule/電動輔助自行車及電動自行車介紹.pdf
Wikipedia Contributors. (2019, November 9). Electric bicycle. Wikipedia; Wikimedia Foundation. https://en.wikipedia.org/wiki/Electric_bicycle
產業價值鏈資訊平台 > 電動車輛產業產業鏈簡介. (n.d.). Ic.tpex.org.tw. Retrieved May 13, 2024, from https://ic.tpex.org.tw/introduce.php?ic=A300
CRIF中華徵信所. (2023). Credit.com.tw. https://www.credit.com.tw/NewCreditOnline/Epaper/ThemeContent.aspx?sn=163&unit=573
Electric Bike Market Global Industry Analysis, Size and Forecast, 2017 to 2027. (n.d.). Www.futuremarketinsights.com. https://www.futuremarketinsights.com/reports/electric-bike-market
Wikipedia. (2012). Wikipedia. Wikipedia.org. https://zh.wikipedia.org/wiki/ |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363085 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363085 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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