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經由自駕、車聯與智能移動帶來汽車產業的轉型--一家中國汽車公司的實地研究

為了解決Nissan Cube的問題，作者饒德紹 這樣論述：

Big technological and social trends, as well as new entrants in form of large ICT companies and mobility providers, are affecting the automotive industry and the companies within. China is eager to play a big part in a new automotive industry to transform its economy. To emerge as a winner, compani

es need to analyze the transition and find sustainable business models in the relevant countries.Within the automotive industry, the backbone companies in form of the system suppliers are impacted as well. From the midst of car manufacturers and smaller suppliers, they need to identify innovative so

lutions to offer core technologies. In-Vehicle Sensing will be such a key technology, by not just enabling new value streams, but also creating an innovative and sustainable pillar within a new automotive industry.This thesis presents and analyzes the business field of In-Vehicle Sensing for the Chi

nese market in the context of the automotive industry’s change. This is conducted on the example of a multinational automotive system supplier, which is active in the Chinese market in form of two business entities and market leader in terms of world-wide sales. Through insights from literature rese

arch, own analysis and expert interviews, suggestions for future measures are made. These findings offer contribution to improve the understanding of the Chinese market environment and successfully introduce innovative In-Vehicle Sensing (IVS) products, enhancing competitiveness.Information was gath

ered through the utilization of classic literature, websites, company resources and further media. To receive structured insights, the information was subsequently analyzed within an individual research framework and the help of the introduced scientific tools. Statements, opinions and explanations

were gathered from semi-structured interviews with global and domestic experts from multiple business areas relevant to the technology within the case company. Those could also contribute strengths and weaknesses of the company for further analysis and exemplary strategic suggestions.The work identi

fied automation, digitalization and smart mobility as critical elements of the automotive industry’s transition, causing high turbulence and uncertainty, including challenges in form of liability issues, data security, privacy and ownership. China is thereby the leading market with the largest poten

tial. Development plans and initiatives accelerate and nurture the transformation of China into a provider of critical and innovative high-tech technologies and services for the automotive industry. High cultural acceptance and demand for innovational products serve as a catalyst. IVS technology is

one of the promising new technology developments, as it will further improve security demands and is in high mutual interference with the above elements, enabling semi-automated driving and use cases for the connected car and smart mobility. IVS products will come mainly in form of driver monitoring

systems in short-term, occupant monitoring systems and further systems monitoring the cabin itself in mid- and long-term. The work identified the special importance of camera-based systems from a technical point of view and through synergies through the extensive expansion of surveillance technolog

y in China. Consequently, suppliers of competences in this field have increased bargaining power. Together with the identification of a high buyer power, high threat of new entrants and high extent of competitive rivalry, the attractiveness for the business field is low. However, in the long-term it

can serve as a strategic element to transform the company and enable the development of above mentioned sustainable new business models. Even though the technology is not beyond introduction phase, many competitors can be observed, trying to focus on different application areas to gain competitive

advantage. Security applications could be identified as most important,but possibly obligatory, as competitors will offer these as well. Entertainment and comfort functionality, especially in form of face identification and health monitoring, are found to be important application areas for the Chine

se market, which fit the technological, political and environmental development of the country. Innovational strengths, time-to-market and localization were identified in this work as key factors for success. Major strengths of the case company were characterized through brand value, competence for

automotive systems, financial strength and established partnerships. Identified weaknesses were slowness, low flexibility, enforcement of principles and process orientation, besides the management of digital topics and competence in algorithms.The work concludes with the suggestions to further inves

t into IVS as strategic business area for the automotive industry. For being successful, the financial, brand and expertise strengths need to be used to secure volume potentials and a substantial share in the Chinese market. Sensor fusion and the great competence in whole systems should be used to c

reate a holistic system. Strategic partnerships or acquisitions must be made in the field of algorithm suppliers. The local organization should be further improved to offer localized products and meet the market demands fast.The thesis is original in its approach, as such a business field analysis f

or In-Vehicle Sensing was not conducted for the Chinese market before. Although the tools are well known and often used, they were never applied at the Case Company for this cause.