AI PC的行銷策略：以A公司為例

Abstract

隨著人工智慧（AI）技術的飛速發展，尤其是生成式AI如ChatGPT在2022年11月的推出，已引起全球PC市場的重大變革。這一創新不僅提升了PC出貨量，也帶動了AI伺服器的發展。2023年底，英特爾（Intel）推出了專為AI應用設計的新款Core Ultra處理器（代號Meteor Lake），開啟了各大PC品牌紛紛推出搭載此處理器的AI PC的潮流。隨著2024年美國消費性電子展（CES）的開幕，全球市場正式迎來了「AI PC元年」的開端，時至同年的台北國際電腦（Computex），超微（AMD）、英特爾（Intel）、輝達（NVIDIA）和高通（Qualcomm）四大處理器大廠的CEO聚首台灣，更展現出台灣多年來PC產業地位大躍升。 在這一背景下，A公司作為個人電腦產業的領導者之一，其表現也相當凸出。A公司憑借在PC產業超過三十年的深厚積累，以及連續多年獲得國際認可的品牌價值和企業形象，於2024年成功推出了多款受市場歡迎的AI PC產品。本研究將以A公司為個案公司，從AI PC的「平台」及「Wintel」生態系競爭策略分析開始，探討產業的五力模型和A公司在AI PC產業中的價值網結構。此外，本研究同時以價值主張圖，訪談「已購入AI PC用戶」未被滿足的需求，或「預購入AI PC用戶」所期望之應用（因本研究始於2024年初，AI PC用戶數相當少且滲透率低，因此同時邀請已購入及預購入AI PC用戶進行訪談）。 進而擘劃A公司的商業模式圖，並建議可透過場景行銷等策略創造市場拉力（Market Pull），讓A公司能在AI PC市場中脫穎而出，成功轉化更多潛在客戶，進一步鞏固其市場領導地位，也希望對A公司在競爭激烈的AI PC市場中突破，有重要的參考價值。

With the rapid development of artificial intelligence (AI) technology, particularly with the launch of generative AI such as ChatGPT in November 2022, the global PC market has undergone significant changes. This innovation has not only boosted PC shipments but also driven the growth of AI servers. By the end of 2023, Intel introduced the new Core Ultra processor (codenamed Meteor Lake) specifically designed for AI applications, sparking a trend among major PC brands to release AI PCs equipped with this processor. The opening of the 2024 Consumer Electronics Show (CES) marked the beginning of the "AI PC era" globally, and at Computex the same year, the CEOs of the four major processor manufacturers—AMD, Intel, NVIDIA, and Qualcomm—gathered in Taiwan, highlighting Taiwan's significant rise in the global PC industry. In this context, Company A, as one of the leaders in the personal computer industry, has also performed remarkably. Leveraging over thirty years of extensive experience in the PC industry and years of internationally recognized brand value and corporate image, Company A successfully launched several AI PC products that were well-received in the market in 2024. This study uses Company A as a case study, starting with an analysis of the "platform" and "Wintel" ecosystem competition strategies in the AI PC industry, exploring the industry's Five Forces Analysis and Company A's value net structure in the AI PC sector. Additionally, this research employs a value proposition canvas, interviewing both "current AI PC users" about unmet needs and "potential AI PC users" about desired applications (due to the study starting in early 2024, AI PC user numbers are relatively low, and penetration is minimal; thus, both current and potential users were invited for interviews). Furthermore, the study also outlines Company A's business model canvas and recommends strategies like context marketing to generate market pull. This approach aims to help Company A differentiate itself in the AI PC market, attract more potential customers, and strengthen its market leadership. This research is expected to provide valuable insights for Company A's advancement in the competitive AI PC industry.