惠普筆電的競爭力分析

Abstract

本論文研究的主旨在探討惠普公司（HP Inc）在筆記型電腦（NB）產業的競爭力分析，尤其惠普即將於2019年慶祝母公司成立80週年慶，在瞬息萬變的個人電腦產業，惠普如何保持基業長青，並且維持筆記型電腦龍頭寶座，持續締造惠普的傳奇故事?本研究認為除了惠普的外顯優勢（技術、研發、設計、行銷、運籌、供應鏈、流程管理）之外，其實惠普之道（HP Way）的核心價值觀和企業文化才是背後隱性關鍵的成功因素。 本研究以筆記型電腦產業為對象，分析全球市場、前三大品牌現況、關鍵代工廠商、未來展望；輔以惠普個案研究的方法，採用策略分析中的五力分析、SWOT分析、價值鏈模型和全球運籌與供應鏈管理等分析工具，找出惠普在筆記型電腦產業的關鍵成功因素，如何在爭取公司的最大利益之下，與所有配合的上下游廠商的競合策略取得最適的平衡，讓廠商和客戶皆以和惠普做生意而感到驕傲，加上惠普的獨特企業文化和戰略管理，綜合這些因素造就惠普公司在業界與策略夥伴保持長久雙贏的優勢，可以做為其他企業的參考。 行動裝置的普及已經侵蝕個人電腦市場許久，惠普如何在市場上保持領先，除了持續在筆記型電腦產品的創新領先競爭對手，與其他筆記型電腦品牌增加差異化爭取勝出，和筆記型電腦代工廠商之間的密切合作，策略採購（上下游材料廠商垂直整合策略聯盟或相互投資）的配合，這些措施一直在持續的進行當中，惠普用盡了各種不同的競合策略來增加彼此的合作機會以期達到雙贏及永續經營。 惠普在筆記型電腦產業的競爭力分析，本研究認為除了揭露顯性(有形的)競爭優勢，其中一項是惠普在業界引以為傲的全球運籌管理與供應鏈流程發揮的高效率表現之外，本研究認為背後最重要的隱性(無形的)優勢就是惠普的獨特企業文化，也就是創辦人所提出的惠普之道（HP Way），此核心價值觀深植並影響每一位員工，甚至與惠普合作的上下游供應鏈夥伴和各階層的客戶，都敬佩惠普的人性化管理，同時也呈現在做生意的經營理念之中，所有與惠普打交道的人，深受影響之下，除了彼此打從內心支持惠普，也以實際行動支援並成就惠普的基業長青。 最後，本研究呼應惠普2018年的策略方針，成長動能在個人電腦開展創新的商業模式DaaS，在3D列印技術的領先，以及多方面的觀察，包括美中貿易戰的後續影響，提出個人淺見與建議。在詭譎多變的潮流之中，期待惠普再創企業的第二曲線，惠普傳奇永遠流傳。

The main purpose of this paper is to explore the competitiveness of HP Inc. in the notebook computer (NB) industry. In particular, HP will celebrate the 80th anniversary of the parent company in 2019. In the ever-changing personal computer industry, how does HP maintain? Everlasting, and maintain the throne of notebook computers, continue to create HP's legendary story? This study believes that in addition to HP's tangible advantages (technology, research and development, design, marketing, operations, supply chain, process management), in fact, HP, the core value and corporate culture of HP Way are the key success factors behind it.

This study uses the notebook computer industry as an object to analyze the global market, the status of the top three brands, key foundries, and future prospects. It is complemented by the HP case study method, using five-force analysis, SWOT analysis, and value chain in strategy analysis. Analytical tools such as models and global operations and supply chain management to find out the key success factors of HP in the notebook computer industry, how to achieve the best balance between the competition strategy of all upstream and downstream manufacturers in the best interests of the company, Let manufacturers and customers be proud of doing business with HP, and HP's unique corporate culture and strategic management, combined these factors to make HP's long-term win-win advantage in the industry and strategic partners, can be used as a reference for other companies.

The popularity of mobile devices has eroded the PC market for a long time, how HP stays ahead of the market, in addition to continuing to lead the innovation of notebook products, competitors with other notebook brands to increase differentiation, and notebook computer OEM close cooperation between manufacturers, strategic procurement (upstream and downstream material manufacturers vertical integration strategy alliance or mutual investment), these measures have been ongoing, HP has exhausted various competition strategies to increase mutual cooperation opportunities in the hope by achieving win-win and sustainable business.

HP's competitiveness analysis in the notebook computer industry, this study believes that in addition to exposing the dominant (tangible) competitive advantage, one of them is HP's high performance in the global operations management and supply chain processes that the industry is proud of. In addition, this study believes that the most important hidden (intangible) advantage behind it is HP's unique corporate culture, which is the HP Way of the founder. This core value deeply affects and affects every employee. Even the upstream and downstream supply chain partners and all levels of customers who cooperate with HP admire HP's humanized management, and also present in the business philosophy of doing business. All those who deal with HP are deeply affected, except support each other from the heart of HP, but also with practical actions to support and achieve HP's long-term success.

Finally, this study echoes HP's 2018 strategy, growth kinetics in the development of innovative business models for personal computers DaaS, leading in 3D printing technology, and multi-faceted observations, including the follow-up effects of the US-China trade war, presenting personal insights with suggestions. In the dynamic ever-changing trend, I look forward to HP's second curve of creating a new reinventing enterprise. The HP legend will always be circulated.