電競筆電廠商國際化策略－以 A 公司為例

Abstract

隨著全球電子商務蓬勃發展及消費者購物行為快速轉變，科技品牌面臨數位轉型與銷售策略再造的雙重挑戰，特別是在 COVID-19 疫情後，線上銷售管道已成為主流購買方式之一。電競產業的興起與筆電性能升級的需求同步成長，使電競筆電成為科技品牌發展策略中的關鍵產品線。本研究以知名品牌 A 公司為個案，探討其電競筆電在全球市場的國際化策略與電子商務營運模式，並分析其線上銷售通路選擇、自有電商平台經營與財務表現。 本研究採用個案研究法，結合次級資料分析、內部銷售資料及公開財報，從產業分析與理論架構雙重面向切入，分別應用波特五力分析、產業集中度、VRIO模型、國際化進入策略與交易成本理論來建構研究基礎。研究結果指出，A 公司雖在產品設計與品牌形象方面具備資源優勢，然其在海外市場 B 國家的自有電商平台成效仍有很大進步空間，目前還是需要仰賴第三方平台作為主要銷售通路。 透過 2022 年 至 2023 年間之訂單資料與財務報表分析顯示，A 公司在線上營運的財務穩健性有助於維持整體成長動能。然而，面對同業競爭者在自營平台上的積極布局，A 公司仍需強化其「直接面對消費者」模式的營運效率與顧客價值。研究建議企業應在高階市場加強客製化服務與售後支援，並提升自有平台的整體用戶體驗與品牌忠誠度，藉此提高全球競爭力與長期營收表現。

As global e-commerce continues to thrive and consumer shopping behavior rapidly evolves, technology brands face the dual challenge of digital transformation and reinventing their sales strategies. Especially after the COVID-19 pandemic, online sales channels have become one of the mainstream purchasing methods. The rise of the e-sports industry and the growing demand for upgraded laptop performance have driven the parallel growth of gaming laptops, making them a key product line in the development strategies of tech brands. This study uses the well-known Company A as a case study to examine its internationalization strategy and e-commerce operation model for gaming laptops in the global market. It also analyzes company A's choices of online sales channels, management of proprietary e-commerce platforms, and financial performance.

The research adopts a case study method, combining secondary data analysis, internal sales data, and publicly available financial statements. From both an industry analysis and theoretical framework perspective, the study applies Porter’s Five Forces, the VRIO model, international market entry strategies, and transaction cost theory to build its research foundation. The findings indicate that while Company A possesses resource advantages in product design and brand image, its proprietary e-commerce platform in foreign market Country B still has significant room for improvement and currently relies heavily on third-party platforms as the main sales channels.

Through an analysis of order data and financial reports from 2022 to 2023, the study shows that Company A’s financial stability in online operations has helped sustain its overall growth momentum. However, in the face of competitors’ aggressive expansion of their own platforms, Company A still needs to enhance the operational efficiency and customer value of its direct-to-consumer model. The study recommends that companies strengthen customized services and after-sales support in high-end markets and improve the overall user experience and brand loyalty of their proprietary platforms to boost global competitiveness and long-term revenue performance.