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標題: | 堅若磐石-電腦廠商之經營與發展策略分析:以華碩為例 The Corporate Strategy Analysis of the PC Company: The Case Study of Asus |
作者: | 廖可楓 Kur-Fong Liao |
指導教授: | 陳忠仁 Chung-Jen Chen |
關鍵字: | 華碩,個人電腦,主機板,智慧型手機, Asus,Personal Computer,Motherboard,Smartphone, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 消費電子產品是現今人類日常生活中不可或缺的一部分,其在通訊、娛樂和生產力等方面皆扮演著關鍵角色。作為全球最大的主機板製造商和第五大個人電腦品牌,華碩已經成為一個引人注目的個案研究對象,去探討它是如何在現代消費電子領域中建立穩固的存在。
本研究採用質性案例研究方法。首先,將分別分析個人電腦、主機板和智慧手機產業,包括產業技術和趨勢、主要競爭對手、五力分析等和產業關鍵因素等面向。然後,將討論個案公司華碩的內部因素,包括公司的主要業務、資源和能力、成長策略以及事業策略。通過運用學術理論並結合對個案公司的分析,本研究將針對華碩提出未來發展策略的建議。 在完成上述研究過程後,得出以下結論:華碩具備優越的研發能力、市場分隔能力以及產業前瞻性。上述能力能使其應對產業中的各項關鍵因素,包含飽和的需求、高度集中的晶片供應商、經銷商龐大的購買數量、以及逐漸優化的替代品表現。以個別事業體而言,華碩的個人電腦業務是金牛事業,主機板業務是明星事業,而手機業務則是落水狗事業。其中,個人電腦和主機板事業採用差異化策略,而手機事業則採用集中差異化策略,專注於電競領域。對該公司的未來建議包括積極拓展軟體和服務業務、實施有效的營銷傳播策略,以及增加研發投入。 Consumer electronics are integral parts of our daily lives, playing pivotal roles in countless everyday aspects such as communication, entertainment, and productivity. As the world’s largest motherboard manufacturer and fifth largest Personal Computer brand, Asus has emerged as a fascinating case study to explore how it has managed to firmly establish its presence within the modern consumer electronics sectors. This study adopts a qualitative case study research method. Firstly, the PC, motherboard, and smartphone industry will each be analyzed using dimensions such as industry technology and trends, main competitors, five forces analysis, and key industry factors. Then, the internal factors of the case company Asus will be discussed. These include the company’s primary business, resources and capabilities, growth strategies, as well as business strategies. Through the use of academic theories combined with the examination of the case company, future development strategies will be recommended. After the research process stated above was completed, it was concluded that the PC business of Asus is a cash cow business unit, the motherboard business is a star business, and the phone business is a dog business unit. The PC and motherboard business unit adopt a differentiation strategy, while the phone business unit adopts a differentiation focus strategy, concentrating its efforts in the gaming segment. Future recommendations for the company include active expansion into the software and services industry, implement effective marketing communications, and increase of R&D expense. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/88556 |
DOI: | 10.6342/NTU202301634 |
全文授權: | 未授權 |
顯示於系所單位: | 商學研究所 |
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