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Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/157699
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| Title: | 被動元件在中國電動車市場的銷售策略重構
A strategic reconstruction of passive component sales in China’s electric vehicle market |
| Authors: | 姚韋君
Yao, Wei-Chun |
| Contributors: | 郭炳伸
Kuo, Biing-Shen
姚韋君
Yao, Wei-Chun |
| Keywords: | 被動元件
銷售通路
電動車市場
Passive component
Sales channel
Electric vehicles |
| Date: | 2025 |
| Issue Date: | 2025-07-01 14:23:36 (UTC+8) |
| Abstract: | 本論文關注M公司在中國電動車市場的銷售策略與通路運作現況，透過實務分析發現，雖然M公司具備材料自製、產品可靠性與品牌信任等優勢，但長期仰賴代理商進行市場推廣與客戶管理，使其在價格控制、技術服務與市場回饋方面產生多重落差。尤其在面對高度分眾化的車廠結構與快速演進的模組應用需求時，現行通路體系難以同步支援設計端需求，導致專案導入滲透率下降與品牌價值認知薄弱。
基於上述問題，本文建議M公司應以「車廠類型」為基礎，重新規劃分層銷售策略：對高階車廠導入直營模式以強化設計主導力，中階市場則以代理商配合技術支援體系共同經營，低價市場則維持授權模式並控管報價一致性。同時，需強化業務與研發之協同，提升回應速度與應用理解能力，方能鞏固M公司在中國電動車市場的競爭韌性與長期價值。
This study examines the current sales strategy and channel operations of Company M in China's electric vehicle (EV) market. The analysis reveals that, although the company holds competitive advantages such as in-house material production, product reliability, and brand trust, its longstanding reliance on distributors has resulted in multiple challenges. These include weakened pricing control, insufficient technical support, and delays in market feedback. Particularly in the face of a highly segmented customer base and rapidly evolving module applications, the current channel structure has struggled to meet front-end design needs, leading to lower project penetration and diminished brand recognition.
In response to these issues, this research recommends that Company M restructure its sales strategy based on the classification of automotive OEMs. Specifically, direct sales should be adopted for high-end OEMs to reinforce control over design integration; a hybrid model involving technical distributors is advised for mid-tier markets; and an authorized distribution approach should be maintained in price-sensitive segments with clear pricing governance. Additionally, it is critical to strengthen cross-functional collaboration between sales and R&D teams to enhance responsiveness and application insight—ensuring sustained competitiveness and long-term value creation in China's EV sector. |
| Reference: | 一、中文文獻
王則翰（2023）。被動元件是什麼？被動元件概念股？MLCC 為什麼搶手。檢自：https://www.stockfeel.com.tw/
東方證券研究所（2022）。《MLCC 行業深度報告：國產化與需求共振，MLCC 拐點可期》。
豐雲學堂（2023）。自動駕駛是什麼？ADAS 扮演關鍵角色；車用電子概念股一次看。檢自：https://www.sinotrade.com.tw/richclub
集邦科技（2023）。《2024 年全球 MLCC 市場展望》。台北市：集邦科技股份有限公司。
數位時代（2024）。圖解全球電動車銷售排行榜。上網日期：2024年5月20日，檢自：https://www.bnext.com.tw/
華經產業研究院（2023）。《2023 年全球及中國 MLCC 行業現狀及競爭格局分析》。北京市：華經信息網。
中國汽車工業協會（2024）。《2023 年中國新能源汽車市場總結報告》。北京：中國汽車工業協會。
富昌電子（2023）。2023 年全球 MLCC 市場供應商市占率分析報告。檢自：https://www.futureelectronics.com/resources/articles/mlcc-market-share
二、英文文獻
International Energy Agency. (2023). Global EV Outlook 2023. Paris: International Energy Agency.
International Energy Agency. (2024). Global EV Outlook 2024. Retrieved from https://www.iea.org/reports/global-ev-outlook-2024
MarketsandMarkets. (2023). Multilayer Ceramic Capacitor Market – Global Forecast 2027. Markets and Markets Research Pvt. Ltd.
Mordor Intelligence. (2023). Automotive MLCC Market – Growth, Trends, COVID-19 Impact, and Forecasts (2024–2029).
Murata Manufacturing Co., Ltd. (n.d.). Corporate information. Retrieved from https://corporate.murata.com/
Technavio. (2023). Global Automotive MLCCs Market 2024–2028. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932066 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112932066 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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