台灣露營車市場發展緩慢的因素以及設計與產業創新策略

Exploring the Factors of Slow Market Development and Strategies for Design and Business Innovations of Recreational Vehicle Industry in Taiwan

近年台灣雖興起露營熱潮，然而露營車市場規模卻仍極小。本研究從外部衝擊、產業結構、產業行為等層面，訪談製造商、進口商、協會專家與使用者，並針對領先使用者進行調查以評估影響因素權重，以探討露營車市場未能順利發展之主要因素。結果發現「法規因素」具有最重要的影響，其抑制了市場需求及產業供給，也影響了產業結構與產業行為；其他因素則對「自走式露營車」與「露營拖車」產業有不同的影響，並使得現有市場的台灣製造自走式露營車遠多於進口，但進口露營拖車遠多於台灣製造，產業內廠商也對應相關因素，提出新產品、新服務或不同市場定位等設計創新策略以降低影響。最後進一步討論適合於台灣露營車製造商的「設計創新」策略並提出多項建議供政府作為政策制定之參考，本研究認為自走式露營車製造商適合「區隔式標準化」，露營拖車則為「訂製的客製化」，而運用產業生態系觀點，不同類型法規亦是促成露營車「產業創新」的關鍵工具。期望藉此產業層級研究讓設計師與創業者理解新興產業下的限制與機會，並提供政府政策規劃的依據。 Although camping has boomed as a leisure activity in Taiwan in recent years, the recreational vehicle market remains small. To understand the factors that affect the industry’s development, we interviewed the manufacturers, importers, association experts, and users of recreational vehicles based on three aspects— external impact, industry structure, and industry behavior--and evaluated the weights of influencing factors through lead users. The results showed that the “regulatory factors” resulting from the external impact have the greatest influence; they not only restrain the market demand and industrial supply but also affect the industry structure and behavior. The other factors did not present the same impacts on motorhome or caravan industry; these impacts have led to the existing market scenario wherein the share of domestic motorhomes far more exceeds imported ones, while the share of imported caravans far more exceeds domestic ones. In response to the impacts, different industry vendors are developing new products or services or adopting a different market positioning strategy as the “design innovation” strategy. Finally, this study discussed suitable design innovation strategies for the recreational vehicle manufacturing industry and suggested that a better innovation approach to motorhome would be “segmented standardization,” while “tailored customization” would be apt for the caravan industry. Furthermore, referring to industrial ecosystem perspectives, this study proposed that different types of regulations are key tools for facilitating innovation in the industry. It is hoped that such industry-focused research would enable the designers and entrepreneurs to understand the restrictions and opportunities of the vehicle industry effectively and provide references for governmental policy-making.