近年來，隨著消費者意識的提高，汽車品牌的生產和銷售狀態正在發生著翻天覆地的變化。傳統的大品牌生產線流程和供不應求的情況逐漸變得不再適用，消費者更傾向於選購具有個性化風格和客製化設備的少量車型，甚至是完全客製化的車型。在這樣的趨勢下，像高規格的勞斯萊斯、賓利，以及傳統跑車品牌如法拉利、藍寶堅尼和保時捷等，紛紛創下歷史新高的營業額。相對地，一般品牌如豐田、福特和福斯等的營收並未如此迅速增長。這一轉變顯示出傳統手工客製化製造品牌將成為未來的趨勢。因此，本文將深入探討車身組裝產業的現況，並以策略分析的方式，探討車身組裝產業未來的發展和可持續經營的創新模式。本研究旨在探討如何利用手工打造的優勢，滿足不斷變化的市場需求，尋找企業持續成長的創新模式和經營策略。同時，我們將討論企業應如何應對外部競爭和全球市場的急劇變化，以實現持續創新成長和對環境的永續承諾。本研究主要採用質化研究方法，透過SWOT分析、五力分析和安索夫矩陣分析，收集相關資料來瞭解手工車身產業的現況和大吉個案公司的經營創新模式。同時，我們將結合大吉個案公司的分析和訪談，討論其經營方向和策略，以及在市場環境限制下創造企業的新經營模式和永續策略。

In recent years, with the increasing awareness among consumers, there has been a significant transformation in the production and sales status of automotive brands. Traditional large-scale production line processes and situations of supply exceeding demand are gradually becoming obsolete. Consumers are more inclined to purchase small-volume models with personalized styles and customized equipment, or even fully customized models.
In this trend, high-end luxury brands like Rolls-Royce and Bentley, as well as traditional sports car brands such as Ferrari, Lamborghini, and Porsche, have all achieved historically high sales figures. Conversely, mainstream brands like Toyota, Ford, and Volkswagen have not experienced such rapid revenue growth.
This shift indicates that traditional handcrafted customization will become the future trend for manufacturing brands. Therefore, this paper will delve into the current situation of the automotive body assembly industry and explore future development and innovative models for sustainable operation through strategic analysis.
The aim of this research is to explore how to leverage the advantages of handcrafted production to meet evolving market demands, and to find innovative models and business strategies for sustained growth. Additionally, we will discuss how companies should respond to external competition and rapid changes in the global market to achieve continuous innovation and fulfill environmental sustainability commitments.
This study primarily employs qualitative research methods, utilizing SWOT analysis, Porter's Five Forces analysis, and Ansoff analysis to collect relevant data and understand the current state of the handcrafted automotive body industry and the innovative operational model of the DAJI case company. Furthermore, we will combine the analysis and interviews of the DAJI case company to discuss its business direction, strategies, and the creation of new business models and sustainability strategies within market constraints.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖 次 vii
表 次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 5
第二章 策略行銷分析工具 6
第一節 SWOT 分析 6
第二節 五力分析 8
第三節 安索夫分析 10
第四節 鑽石模型 12
第三章 研究設計 15
第一節 研究方法 15
第二節 研究架構 15
第四章 研究結果 17
第一節 產業現況 17
第二節 產業分析 25
第三節 產業五力分析 27
第四節 個案 SWOT 分析 31
第五節 個案公司介紹 36
第六節 個案安索夫矩陣分析 38
第七節 個案鑽石模型 43
第五章 結論與建議 53
第一節 結論 53
第二節 建議 53
參考文獻 55
一、中文部分 55
二、外文部分 55

參考文獻
一、 中文部分
溫玲玉、林德勳(2018年7月)，綠建築行銷策略指標之探討-以SWOT分析為例。《Business Education Quarterly》，142，25-39。
王克武、賴姍姍、黃安文（2015）。以 SWOT 及五力分析探討民間參與校園休閒 運動中心之經營。嶺東體育暨休閒學刊，13，1-12。

二、 外文部分
Ansoff, H. I. (1980). Strategic issue management. Strategic management journal, 1(2), 131-148.
Chiu, W. C., Wang, C. W., Wu, W. N., & Lin, C. J. (2017). Impact of rollover risk and corporate policy on extreme risk in the Taiwanese manufacturing industry. Review of Pacific Basin Financial Markets and Policies, 20(03), 1750019.
Coman, A., & Ronen, B. (2009). Focused SWOT: diagnosing critical strengths and weaknesses. International journal of production Research, 47(20), 5677-5689.
Cződörová, R., Dočkalik, M., & Gnap, J. (2021). Impact of COVID-19 on bus and urban public transport in SR. Transportation Research Procedia, 55, 418-425.
Dobbs, M. E. (2014). Guidelines for applying Porter's five forces framework: a set of industry analysis templates. Competitiveness review, 24(1), 32-45.
Ghazinoory, S., Abdi, M., & Azadegan-Mehr, M. (2011). SWOT methodology: a state-of-the-art review for the past, a framework for the future. Journal of business economics and management, 12(1), 24-48.
Gkiotsalitis, K., & Cats, O. (2021). Public transport planning adaption under the COVID-19 pandemic crisis: literature review of research needs and directions. Transport Reviews, 41(3), 374-392.
Grundy, T. (2006). Rethinking and reinventing Michael Porter's five forces model. Strategic change, 15(5), 213-229.
Hála, P., & Nouzovský, L. (2021). Crashworthiness of brittle blocks as cushioning elements for fixed objects around traffic lanes. Transportation research procedia, 55, 1042-1049.
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis–where are we now? A review of academic research from the last decade. Journal of strategy and management, 3(3), 215-251.
Porter, M. E. (1980), "Competitive Strategy: Techniques for Analyzing Industries and Competitors," The Free Press.
Yang, S. X., Wang, X. F., Ning, W. Q., & Jia, X. F. (2021). An optimization model for charging and discharging battery-exchange buses: Consider carbon emission quota and peak-shaving auxiliary service market. Sustainable Cities and Society, 68, 102780