| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 106 === The development of the electric scooter industry in Taiwan can be divided into two phases. The first phase started in 1998, with the beginning of the marketing operation in the electric scooter industry. As the government promoted “Electric Scooter Kingdom” project, the scooter industry had faced the challenge from the very beginning that market share for electric scooters had to be 2% of whole market share of fuel efficient scooters. It shocked the scooter industry. In order to achieve this goal, the scooter industry formed a strategic alliance to work together. The strategic alliance and KYMCO scooter company worked together in developing and producing the electric scooters, but sold them separately. It was a pity that in the end the project did not succeed as the quality and the price were not accepted by the market. Thus, the strategic alliance had been dismissed because of deficit. The second phase started in 2009 as the government continuously promoted “Electric Scooter Industry Development Project” and “Clean Air Action Project” to guide the scooter industry to invest in developing and operating electric scooter industry. However, the battery technology was not that mature at that time and the specifications of battery charging stations were not unified (the cost of setting charging stations is too high to meet the needs of customers). Therefore, the goal of the market share for electric scooters cannot be achieved (13,700,000 fuel efficient scooters was sold during 2007-2017, but only 100,000 electric scooters was sold. The market share of electric scooters was only 0.7%).
Recently, as the technology development of the batteries for electric scooters has been matured, the matured electric scooter products also can be continuously developed. 1 In addition, Taiwanese government has actively counseled and promoted the projects for electric cars and electric scooters. The director of Executive Yuan, Ching-de Lai, launched a project of air pollution prevention and control on 12/21/2017 and also set goals for the project, including the amount of air pollution should be cut in half by 2019, all vehicles for government use should be all electric by 2030, all scooters should be electric scooters by 2035, all cars should be electric cars by 2040. The goal for the government is that the electric vehicles can be produced in Taiwan and sold them to all over the world (market share for electric scooters in Asia is 76.3%). Currently, as the capabilities of developing green mobile tools, smart electric energy, share economic and batteries have been growing so fast, it is worthy to study that how the scooter industry in Taiwan can lead the change, create new business opportunities and achieve the sustainable business operation. Therefore, this thesis is to study the market environment of the electric scooter industry in Taiwan, supply and demand, the obstacles of entering the industry, cost structure, the competition from domestic and international companies, investment incentives and furthermore, to analyze the future of the industry development.
This study applies SCP structure to analyze the current status and the future of the overall electric scooters, and then propose research proposals for the government and scooter-related industries respectively. Hopefully, this study can provide valuable references for Taiwan's scooter-related industries, which also can be helpful to the company or industry for their sustainable operations and can serve as references for relevant government authorities for their future research for the electric scooter industry.
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