Tesla效應，一項綠色交通產業可發展的商業模式

Tesla effect-A developable Business Model for the Green Transportation Industry

本研究基於近期電動車（Electric Vehicle；EV）綠色交通產業所發酵的議題，分析Tesla所引發的市場經濟效應，啟發了這項研究。議題比照傳統汽車產業的經營過程，綜合經驗產生相互關聯，因此具有跨世代性的商業管理意義。傳統汽車產業的經營模式，結合了持續性維修保養的經濟來源維持發展，然而電動車這類綠色交通新興產業與其背道而馳，這個問題使得想要參與電動車的研發製造者，除了產品銷售的利益之外，無法依循傳統的經營模式持續收益。並且，目前環境侷限了電源供給的普遍性，形成參與者障礙，因此讓高生產成本的售價與使用便利性影響了市場接受的信心與銷售規模。本研究探討合理性的解決方案，透過資料收集與個案分析，應用質性研究方法，比對既有汽車產業的經營模式案例進行研討，試圖提出提高普及率的辦法。主要發現得出以下結論：（1）運用Razor & Blade Model銷售模式，可能提高市場普及率。（2）制定標準通用型式充電系統，提升市場接受度與信心。（3）普及化的公共收費充電站結合停車位，可以形成一項具有持續性收益的經營產業。（4）電動車產業新型態的商業模式對傳統汽車整體相關產業的衝擊性，包括市場的局限性，以及未來應採取的措施與展望。

This research is based on the recent topics fermented by the electric vehicle (EV) green transportation industry, and analyzed the market economy effects triggered by Tesla, which inspired this research. The topics are compared with the operating process of the traditional automobile industry, and the comprehensive experience is interrelated, so it has cross-generational business management significance. The business model of the traditional automobile industry combines the economic sources of continuous maintenance to maintain development. However, the emerging green transportation industries such as electric vehicles run counter to it. This problem makes those who want to participate in the research and development of electric vehicles, in addition to the benefits of product sales In addition, it is unable to follow the traditional business model for continuous income. Moreover, the current environment limits the universality of power supply and creates barriers to participants. Therefore, the high production cost and ease of use affect the confidence and sales scale of market acceptance. This study explores reasonable solutions. Through data collection and case analysis, qualitative research methods are applied to compare and discuss the business model cases of the existing auto industry and try to propose ways to increase the penetration rate. The main findings draw the following conclusions: (1) The use of Razor & Blade Model sales model may increase market penetration. (2) Develop a standard universal charging system to enhance market acceptance and confidence. (3) The popularization of public charging stations combined with parking spaces can form an operating industry with sustainable income. (4) The impact of the new business model of the electric vehicle industry on the overall related industries of traditional automobiles, including the limitations of the market, and the measures and prospects that should be taken in the future.