斜躺式腳踏車在台灣之營運模式研究 - 以嘉宏車業為例

Abstract

斜躺腳踏車是腳踏車的一種，但1934年被國際自由車總會 (Union Cycliste Internationale, UCI) 禁止為競賽用的腳踏車，因此市場規模(包含台灣)遠低於其他腳踏車的需求，如何在台灣推廣與銷售斜躺式腳踏車，是一個值得探討的議題。 本研究提出個案公司應如何發展的經營模式，主要是要深入探討以下數個相關議題。 1. 個案公司如何在規模有限的斜躺式腳踏車市場上建立並開發出突破性的經營模式？ 2. 個案公司如何應用經營模式的創新策略，提高品牌知名度？ 3. 個案公司如何應用在跨領域整合之下，能夠得到最佳綜效，達到經濟規模 ? 本論文經由問卷(202人次)、深入訪談的個案研究分析，探討消費者使用狀況、斜躺車推廣銷售與租賃和斜躺車推廣休閒旅遊以及訪談旅行社的潛在需求，再應用在內部資源整合，分析外部環境，市場推廣與銷售以及休閒旅遊結合並進的模式，並且結合物聯網科技的創新策略，提出在台灣的斜躺式腳踏車代理與經銷的營運模式。

The recumbent bike/trike are one of the bicycles, they were banned from racing under the Union Cycliste Internationale (UCI) in 1934, result in the market share is far away from the other bicycles, so it is major topic on how to promote and sell them in Taiwan. This thesis proposes the business model of recumbent bike/trike and mainly focuses on the following topics : 1. How to establish the business model of recumbent bike/trike under the limited market? 2. How to promote the brand value based on the innovation stragy? 3. How to keep recumbent bike/trike to be optimal and reach the ecomnoic scale after integrate different fields ? This thesis through the survey(202 persons) and interview to do the case study and investigate the behavior of consumers, sales/rental markets, and leisure travel, and interview the potential demand of travel agency, then applied by integrated internal resource, analyze the outter environment, mutal cooperation on the sales/promotion market and leisure travel market, and innovation strategy with IoT(Internet of Things) to propose the business model for the recumbent bike/trike in Taiwan.