臺灣博碩士論文加值系統

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, companies 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 solutions 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 Chinese 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 research, 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 gathered 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 identified 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 potential. 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 technology 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 Chinese 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 invest 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 create 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 for 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.

ORIGINALITY PAGE ii
ABSTRACT iv
TABLE OF CONTENTS i
LIST OF FIGURES v
LIST OF ABBREVIATIONS vii
1. INTRODUCTION 1
1.1 Background 1
1.2 Indication of the Issue 3
1.3 Literature Gap 3
1.4 Purpose of the Study 5
1.5 Demarcation 5
1.6 Structure of the Thesis 5
2. LITERATURE REVIEW 7
2.1 Description of the Chinese Automotive and Sensor Industry 7
2.1.1 The Automotive Industry 7
2.1.2 The Automotive Sensor Industry 10
2.2 The Transition of the Automotive Industry 11
2.2.1 Advancing Automation and the Vision of Autonomous Driving 14
2.2.2 Incremental Digitalization and the Concept of the Connected Car 18
2.2.3 Change of Transportation and the Shift to Smart Mobility 22
2.3 In-Vehicle Sensing Technology 26
2.3.1 Classification and Definition 26
2.3.2 Scope 27
2.3.3 Driver Monitoring Systems 27
2.3.4 Occupant Monitoring Systems 34
2.3.5 Cabin Monitoring Systems 35
2.3.6 Mobility as a Service and further Use Cases 36
2.3.7 Multiple Sensors & Sensor Fusion 37
2.3.8 Market Drivers 38
2.3.9 Market Challenges 39
2.4 Entities in the Chinese Automotive Market 40
2.4.1 Car Manufacturers 40
2.4.2 System Suppliers 48
2.4.3 Part Suppliers and Specialists 51
2.4.4 ICT Companies53
2.4.5 Mobility Providers 57
2.5 Own Research Framework 58
2.5.1 Business Field Analysis Tools 59
2.5.2 General Market Analysis 63
2.5.3 Degree of Turbulence 65
2.5.4 Industry Life Cycle 66
2.5.5 Gartner Hype Cycle 67
2.5.6 Competitor Profiling 69
2.5.7 Competitor Benchmarking78
2.5.8 Customer Analysis 80
2.5.9 PESTEL Analysis 81
2.5.10 Five Forces Analysis 91
2.6 Derived Opportunities and Threats 98
2.7 Derived Key Factors for Success 101
3. RESEARCH METHODOLOGY 102
3.1 Characterization of Research 102
3.2 Research Approach 103
3.3 Research Purpose and Strategy 103
3.4 Source of Data 103
3.4.1 Primary vs. Secondary Data 105
3.4.2 Quantitative vs. Qualitative Data 105
3.4.3 Sampling Method 106
3.5 Data Analysis and Interpretation 106
3.6 Limitation of the Study 106
3.7 Quality of Research 107
4. EMPIRICAL ANALYSIS 108
4.1 Company Introduction 108
4.2 IVS at the Case Company 110
4.2.1 Concept of IVS technology 110
4.2.2 Current Products and Status 111
4.2.3 Measured Parameters 112
4.2.4 Use Cases 112
4.2.5 Application Area Significance 112
4.2.6 Development Plans 112
4.2.7 Trends influencing the Technology 113
4.2.8 Major Insight of IVS Status and Viewpoint 113
4.3 Evaluation of the Automotive Change 113
4.3.1 Automation 114
4.3.2 Digitalization 115
4.3.3 Smart Mobility 115
4.3.4 Major Insight of Automotive Change 116
4.4 Evaluation of the Chinese Market Environment 117
4.4.1 General Observation 117
4.4.2 Further Aspects of the Market 117
4.4.3 Major Insight of the Chinese Market 117
4.5 Evaluation of Entities within the Market 118
4.5.1 Traditional and new Customers 118
4.5.2 Competitors 118
4.5.3 Suppliers 118
4.5.4 ICT Companies and Mobility Providers 119
4.5.5 Major Insight of the Entities within the Market 119
4.6 Evaluation of the Case Company within the Market 120
4.6.1 Strengths 120
4.6.2 Weaknesses 120
4.6.3 Assimilation Requirements 120
4.6.4 Major Insight of the Evaluation of the Case Company 121
5. CONCLUSIONS AND SUGGESTIONS FOR FUTURE PRACTICES AND RESEARCH 122
5.1 Summarized Findings 122
5.2 Conclusions and Suggestions for Future Practices 124
5.2.1 General Conclusions and Suggestions 124
5.2.2 Strategy Creation through SWOT Analysis 125
5.2.3 Specific Measures and Creation of Value 126
5.3 Recommended Future Research129
BIBLIOGRAPHY viii
APPENDIX xxxiii
Mobility Landscape xxxiii
Declaration of Authorship xxxiv

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