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| Title: | 特斯拉國際化策略之研究
The Internationalization Strategies of Tesla |
| Authors: | 唐毓姍
Tang, Yu-Shan |
| Contributors: | 于卓民
傅浚映
唐毓姍
Tang, Yu-Shan |
| Keywords: | 國際化策略
特斯拉公司
電動車
汽車產業
Internationalization strategy
Tesla Inc.
Electric vehicle
Automobile industry |
| Date: | 2018 |
| Issue Date: | 2018-08-01 16:56:52 (UTC+8) |
| Abstract: | 近年來，全球暖化暖化議題受到重視，各國政府紛紛針對汽車產業制定減碳政策，限制車輛碳排放量及減少燃油汽車的銷售，使得電動車產業逐漸蓬勃發展，在這波電動車廠崛起的時代中，特斯拉公司（Tesla Inc.）從2003年創立以來至2018年，已經拓展至28個國家，成為全球最大的純電動車廠。
本研究將深入了解特斯拉公司(Tesla Inc.) 電動車的國際化策略，透過次級資料研究法，探討特斯拉選擇走入國際市場的動機，並以五個國際市場為例，研究特斯拉公司如何挑選國際市場、進入策略及經營模式。
本研究發現特斯拉公司國際化動機為透過進入新市場，擴大電動車市場規模，增加銷售額，同時與地主國政府建立良好的關係，爭取優渥補助政策，另一方面，規劃以地主國作為生產據點，成為進入該區域的敲門磚。而在挑選國際市場時，特斯拉公司傾向於選擇該地區，具備代表性的市場，考量政治經濟穩定、電動車補助政策及市場成長潛能，判斷該國銷售機會，作為進入市場關鍵因素。在進入策略及經營模式上，因電動車具備需正確傳遞產品知識、快速搜集各國消費者回饋資訊及廣設充電站的特性，特斯拉公司採取直接投資子公司及及直營展示中心的進入方式，與傳統燃油車廠透過代理商銷售模式不同，直接面對地主國消費者，因應各國需求調整經營策略，並且高效率高品質的拓展充電據點。
本研究可做為欲效仿特斯拉公司國際化策略的相關業者，進入國際市場的策略建議。
In recent years, government pays more attention to global warming and have formulated carbon reduction policies for the automobile industry, including limiting CO2 emissions and reducing the sales of new petrol and diesel cars, flourishing the electric vehicles industry. In this electric vehicles revolution, Tesla Inc. , established in 2003, has become the biggest electric vehicle manufacturer, with coverage in 28 countries.
This study provides an in-depth research of Tesla Inc. internationalization strategies of electric vehicles. The research method applied is secondary data research. The study analyzes the motives for Tesla internationalization and research five international market as case studies to identify the key point of Tesla international markets selection, entry strategies and business models.
As result of this study, firstly, Tesla`s internationalization motivations are to expand the market size of electric vehicles and increase its sales by entering new markets. Also, Tesla builds up good relationship with the host country governments to obtain preferential subsidies. At the same time, Tesla steps into the region by manufacturing electric vehicle in host countries. Secondly, When selecting the international market, Tesla will choose a representative market in the region, considering political and economic stability, electric vehicles subsidy policy and market growth potential, and the country`s sales opportunities as a key factors in selecting such market. Thirdly, Tesla has adopted direct investment and has operated display centers directly as entry strategies to the host country because Tesla needs to transmit the correct product knowledge, to collect first-hand consumers’ feedback and to set up the charging stations with high efficiency and high quality.
This study provides recommendations on internationalization strategies to vendors who are interested in entering the international market. |
| Reference: | 一、 中文部分
（一）文章及書籍
1. 于卓民（2000），國際企業管理：環境與管理，台北：華泰文化。
2. 朱家正（2011），「日本豐田汽車經營策略之研究」， 文化大學外國語文學院日本語文學系碩士學位論文。
3. 吳青松（2002），國際企業管理：理論及實務，台北：智勝文化。
4. 宋德洤等人（2009），2008汽車產業年鑑，台北：工研院產業經濟與趨勢研究中心。
5. 張維（1999），台灣地區汽車產業傳，台北：中華徵信。
6. 黃樑傑（2017），2017 年國際電動車現況與展望，台北：車輛中心產業發展處。
7. 資誠聯合會計師事務所（2018），2018全球汽車產業未來趨勢報告。
（二）網路資料來源及報導
1. 和泰汽車官方網站
https://pressroom.hotaimotor.com.tw/zh/article/nQG3apZyY
2. 國瑞汽車官方網站
http://www.kuozui.com.tw/
3. 新聞稿 “台灣戴姆勒克萊斯勒股份有限公司”
http://www.auto-online.com.tw/news/9-3910
4. 特斯拉中國官方服務網站
https://www.tesla.cn/service
5. 特斯拉官方部落格（2015），「特斯拉全球最大體驗中心 － 北京芳草地體驗中心迎兩周年」
https://www.tesla.cn/blog/%E7%89%B9%E6%96%AF%E6%8B%89%E5%85%A5%E5%8D%8E%E4%B8%A4%E5%91%A8%E5%B9%B4%E9%A2%A0%E8%A6%86%E6%80%A7%E6%9E%81%E8%87%B4%E6%B1%BD%E8%BD%A6%E6%8B%A5%E6%9C%89%E4%BD%93%E9%AA%8C%E5%B7%B2%E7%84%B6%E9%87%8D%E5%A1%91%E8%A1%8C%E4%B8%9A
6. 特斯拉官方部落格（2016），「特斯拉Model X中國市場亮相」
https://www.tesla.cn/blog/%E7%89%B9%E6%96%AF%E6%8B%89ModelX%E4%B8%AD%E5%9B%BD%E5%B8%82%E5%9C%BA%E4%BA%AE%E7%9B%B8
7. 特斯拉官方部落格（2016），「用行動改變世界 - 特斯拉打造顛覆性“極致’汽車擁有體驗 」
https://www.tesla.cn/blog/%E7%94%A8%E8%A1%8C%E5%8A%A8%E6%94%B9%E5%8F%98%E4%B8%96%E7%95%8C%E7%89%B9%E6%96%AF%E6%8B%89%E6%89%93%E9%80%A0%E9%A2%A0%E8%A6%86%E6%80%A7%E6%9E%81%E8%87%B4%E6%B1%BD%E8%BD%A6%E6%8B%A5%E6%9C%89%E4%BD%93%E9%AA%8C
8. 從發展友好到拒於門外，挪威和燃油車的關係為何走到這一步https://technews.tw/2016/06/06/norway-electric-car-fuel-vehicles/
9. 為什麼 Tesla 在產油大國挪威賣得特別好?
https://technews.tw/2014/12/25/tesla-in-norway/
10. 真環保嗎？電動汽車優缺點大盤
http://www.epochtimes.com/b5/17/7/24/n9457220.htm
11.李京倫(2017)，「杜拜天空飆速百公里 它是會飛的自駕小黃」
https://udn.com/news/story/6812/2724880
12. 特斯拉官方部落格（2016），「特斯拉第16家體驗中心正式“落滬」
https://www.tesla.cn/blog/%E7%89%B9%E6%96%AF%E6%8B%89%E7%AC%AC16%E5%AE%B6%E4%BD%93%E9%AA%8C%E4%B8%AD%E5%BF%83%E6%AD%A3%E5%BC%8F%E8%90%BD%E6%B2%AA
13. 特斯拉官方部落格（2016），「分享直營商業模式的創新 特斯拉建言中國電動汽車百人會」
https://www.tesla.cn/blog/%E5%88%86%E4%BA%AB%E7%9B%B4%E8%90%A5%E5%95%86%E4%B8%9A%E6%A8%A1%E5%BC%8F%E7%9A%84%E5%88%9B%E6%96%B0%E7%89%B9%E6%96%AF%E6%8B%89%E5%BB%BA%E8%A8%80%E4%B8%AD%E5%9B%BD%E7%94%B5%E5%8A%A8%E6%B1%BD%E8%BD%A6%E7%99%BE%E4%BA%BA%E4%BC%9A
14. 特斯拉官方部落格（2016）,「營收同比成長31%，特斯拉2016二季度再創佳績」https://www.tesla.cn/blog/%E8%90%A5%E6%94%B6%E5%90%8C%E6%AF%94%E5%A2%9E%E9%95%BF31%25%E7%89%B9%E6%96%AF%E6%8B%892016%E4%BA%8C%E5%AD%A3%E5%BA%A6%E5%86%8D%E5%88%9B%E4%BD%B3%E7%BB%A9
15. 財委會通過延長免徵電動汽機車使用牌照稅至110年
https://udn.com/news/story/7243/2787015
16. 特斯拉台灣總部首度公開，主打維修、銷售服務比照美國，還有產學
交流區
https://www.bnext.com.tw/article/45766/after-one-year-tesla-opened- head-quarter-in-taiwan
17. Tesla台灣銷量 3年內衝百萬台
https://udn.com/news/story/7241/2596599
18. 台灣為什麼失去特斯拉？
https://english.cw.com.tw/article/article.action?id=490
二、 英文部分
(一)論文及期刊
1. Agarwal, S., and Ramaswami, S.N. (1992). Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalization Factors, Journal of International Business Studies, 23 (1), pp. 1-27.
2. Anderson, E., and Gatignon, H. (1986). Modes of Foreign Entry: A Transaction Cost Analysis and Propositions. Journal of International Business Studies. 17(3), pp 1–26.
3. Adamy, J. (2006). Chinese Food the KFC Way, Wall Street Journal Asian Edition , pp 14-15.
4. Brake, T., Walker, D., and Walker, T. (1995) Doing Business
Internationally, Burr Ridge ,IL : Irwin Professional Pub.
5. Dunning, J. H. (1977). Trade, Location of Economic Activity and the MNE: A Search for an Eclectic Approach. The International Allocation of Economic Activities.
6. Dunning, J. H. (1980). Toward an Eclectic Theory of International Production: Some Empirical Tests. Journal of International Business Studies, 11(1), 9-31.
7. Dunning, J. H. (1988). The Eclectic Paradigm of International Production: A Restatement and Some Possible Extensions. Journal of International Business Studies, 19(1), 1-31.
8. Dunning, J. H. (1992). Multinational Enterprises and Global Economy , Reading ,
Bershire : Addison Wesley.
9. Daniels, J. D., Radebaugh, L. H., and Sullivan, D. P. (2015). International Business: Environments and Operations, NY: Pearson Education, Inc.
1. Figenbaum, E., Kolbenstvedt, M., and Elvebakk, B.（2014）. Electric Vehicles - environmental, economic and practical aspects As seen by current and potential users, Norwagien Centre for transport research.
2. Hill (2003). International Business : Competing in The Global Marketplace, Boston: McGraw Hill Education.
12. Osland, J. S. (2003). Broadening the Debate : The Pros and Cons of Globalization, Journal of Management Inquiry,12(2), pp. 137 – 154.
13. Punnett, B. J. (1989). Experiencing International Management, Boston MA: PWS-KENT Publishing Company.
14. Root, F.R. (1987). Entry strategies for international markets, Lexington Books
15. Slaughter, M.J., and Swagel, P. (1997). Does Globalization Lower Wages and Export Jobs? . Washington DC: International Monetary Fund .
16. Yin, R. K.(1984). Case Study Research: Design and Methods. Beverly Hills: Sage Publications.
17. Zainal, Z. (2007) . Case study as a research method . Jurnal Kemanusiabil.9.
(二)網路資料來源及報導
1. Tesla starts solar cell production at Gigafactory 2 in Buffalo, raises annual capacity goal to 2 GW
https://electrek.co/2017/08/31/tesla-solar-cell-production-gigafactory-2-buffalo-solar-roof/
2. Tesla Motors Blog :The Tesla Approach to Distributing and Servicing Car,” Tesla Motors Blog
https://www.tes la.com/zh_TW/blog/Tesla-approach-distributing-and-servicing-cars?redirect=no
3. P. Valdes-Dapena(2012) “Shop at the Mall for Your $100,000 Tesla,” CNN Money,
http://money.cnn.com/2012/06/08/autos/tesla-mall-stores/index.htm
4. 2018 Tesla Cars, Autoguide.com
http://www.autoguide.com/new-cars/2018/tesla/index.html
5. Tesla Annual Report (2017)
http://ir.tesla.com/secfiling.cfm?filingid=1564590-182956&cik=1318605#TSLA-10K_20171231_HTM_ITEM_1
6. Tesla Factory
https://www.tesla.com/factory
7. Tesla Inc.
https://www.tesla.com/
8. University Hub by WEN Themes “Case Study of Toyota: International Entry Strategies”
https://www.mbaknol.com/management-case-studies/case-study-of-toyota-international-entry-strategies/
9. Number of Tesla cars sold in Norway from 2009 to 2017
https://www.forbes.com/sites/niallmccarthy/2017/08/09/tesla-norway-is-leading-the-charge-infographic/#1444cbb15489
10. Niall McCarthy (2017) Tesla: Norway Is Leading The Charge
https://www.statista.com/chart/10630/tesla_-norway-is-leading-the-charge/
11. Why Tesla Struggles in Germany
https://www.bloomberg.com/news/articles/2015-09-16/tesla-struggles-in-germany-with-buyers-unswayed-by-model-s-cult
12. Why Tesla is buying a German manufacturing company you`ve never heard of
http://www.businessinsider.com/why-tesla-is-buying-german-grohmann-engineering-2016-11
13. Tesla: German Under the Hood
https://global.handelsblatt.com/companies/tesla-german-under-the-hood-427593
14. Tesla Model S Sales Strong in Germany
https://insideevs.com/tesla-model-s-sales-strong-in-germany-six-135-kwh-superchargers-expected-to-open-there-soon-autobahn-tune-offered-as-free-upgrade/
15. Tesla Gives Free Autobahn Tuning To Model S Drivers in Europe, Adds 135 kW Superchargers
https://transportevolved.com/2013/10/22/tesla-gives-free-autobahn-tuning-to-model-s-drivers-in-europe
16. Global media insight （2018）
https://www.globalmediainsight.com/blog/uae-population-statistics/
17. Anthony McAuley (2016) “ UAE embraces new era of subsidy reform ” The National
https://www.thenational.ae/business/uae-embraces-new-era-of-subsidy-reform-1.223032
18. International Monetary Fund
http://www.imf.org/external/datamapper/NGDP_RPCH@WEO/OEMDC/ADVEC/WEOWORLD
19. Global Electric Vehicle Market Looks to Fire on All Motors in 2018
https://ww2.frost.com/frost-perspectives/global-electric-vehicle-market-looks-fire-all-motors-2018/
20. Tesla Strikes Deal With Shanghai to Build Factory in China
https://www.wsj.com/articles/tesla-strikes-deal-with-shanghai-to-build-factory-in-china-1508670181?mg=prod/accounts-wsj
21. Tesla Arrives in Taiwan (finally)
https://topics.amcham.com.tw/2016/12/tesla-arrives-taiwan-finally/
22. Global Electric Vehicle Market Outlook, 2018
https://go.frost.com/EU_PR_KMenzefricke_MDAB_ElectricVehicle_May18 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363025 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1053630251 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.052.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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