台灣個人品牌電腦競爭策略分析

Abstract

個人電腦產業當前挑戰是產品具有高度的同質性，競爭激烈，產品獲利越來越低，且因為行動裝置的風行，個人電腦全球出貨量自2012年開始每年都下滑。在個人電腦產業四十年的發展史當中，台灣為這個產業起了推波助瀾的作用，累積多年的雄厚製造能力，培養出世界數一數二的電腦生產聚落，台灣的個人電腦廠商要如何利用既有優勢，找到成長的動能是一個值得深入研究討論的主題。 本研究從電腦及週邊產業進行分析研究，認為個人電腦的疆界已逐漸模糊，它將以更多元的形式存在雲端、手機、穿戴裝置、各種終端設備上。PC、智慧型行動裝置產業正處於轉型以及融合各式服務的進行式當中，能有效整合軟體、硬體，提供完整體驗、服務的廠商，將能夠獲得更多使用者的青睞而最終勝出。接著以個案研究公司－台灣個人電腦品牌廠為例，在設定公司營運目標之後，探討隨著5G通訊、人工智慧、雲端等技術逐漸成熟，嬰兒潮逐漸退休，千禧世代進入收入的高峰期等大環境的改變，可能帶來的衝擊與新的機會，利用經營理論的各式工具分析出適合於該個案公司競爭策略，最後再依照個案公司資源以及現況提出最適當的策略執行順序，以幫助個案公司建立長期的競爭優勢。

The challenge of the personal computer industry is that products have a high degree of homogeneity, competition is fierce, and product profits are getting lower and lower. Because of the popularity of smart mobile devices, global shipments of personal computers have been declining every year since 2012. In the 40-year history of the personal computer industry, Taiwan cultivated the world’s top computer production clusters and accumulated strong manufacturing capabilities. How can Taiwan’s personal computer companies take the existing advantages to find the growth momentum again? This is a topic worthy of in-depth study and discussion. This research analyzes and studies the computer industry and shows that the boundaries of the personal computer industry has gradually blurred. Personal computers will be replaced by cloud services, mobile phones, wearable devices, and various terminal devices in more diverse forms. The PC and smart mobile device industries are undergoing the journey of digital integration and transformation. Manufacturers that effectively integrate software and hardware to provide holistic service experiences will ultimately win the market. This research concludes with a case study of a personal computer company. We first look at the company's operating goals and use the business theory of various tools to analyze and discuss the impact and effects of the gradual maturity of 5G communications, artificial intelligence, cloud technology, and millennials as the world’s most powerful consumers. Using strategic planning procedures, the study further considers the company’s resources and capabilities, and proposes the most appropriate strategic recommendations.