Entry strategy of electric vehicle to Taiwan market

• Main Authors: Yu-Chia Chiu, 邱譽嘉
• Other Authors: 湯明哲
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/84281899017128906663

碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 104 === Due to the growing air pollution issue, PM 2.5 is becoming widely discussed topic in 2015(11th) UN CLIMATE CHANGE CONFERENCE (COP21), which was held in Paris. The motor vehicle emission and emissions of sulfur oxides from factory contain more likely dioxin, heavy metals, which seriously influence the human health. If electric vehicle can gradually replace the traditional vehicles, not only the air quality will be improved, but also the carbon dioxide and emissions of greenhouse gas can be reduced. Taiwan is from north to south about 400 kilometers long, and is also the important supply chain of electric vehicle industry. These will be definite advantage for Taiwan to develop electric vehicle industry. The Tesla’s technology of all-electric endurance from USA makes the endurance to 350 to 400-kilometer in one charging. Therefore, Taiwan is highly recommended to push the commercialization of electric vehicles industry. This dissertation discusses the entry strategies of Taiwanese electric vehicle market from the perspective of the global electric vehicle industry. In addition, this article compares different governments’ related regulations and policy of financial subsidy, also the supporting measures of the charging infrastructure. It also discusses how the S company becomes an electric vehicle’s distributor, and comparing with TESLA and BMW companies’ entry strategies in market. Finally, this dissertation provides the recommendations of electric vehicle industry entry strategies in market of Taiwan and China. Facing with gradually rising fuel prices and the increasing environmental issues, new energy electric vehicles is bound to replace the traditional combustion engine vehicles. This study hopes to raise the acceptance to buy electric vehicles, and thereby strengthen people’s consciousness of green environment. More importantly, we hope that the government could amend the laws or regulations in order to build the electric charging infrastructure in Taiwan cities. These changes may not only release the energy and environmental pressures, but also optimizes the industrial structure and accelerates the upgrading of consumption to reach to the real green environment.