電腦產業價值鏈重組—解析H公司戰略選擇

Abstract

自2018年以來受到中美貿易戰影響，全球個人電腦價值鏈於2018年底、2019年初進入重塑階段。重塑過程中，全球各產業又因新冠肺炎疫情引發的無預警斷鏈、市場供需失衡、營運韌性風險，以及近年來興起的淨零碳排等趨勢影響，讓價值鏈重塑旅程更加困難。除了營運成本與營運效率等考慮，尚須進一步考慮市場需求、環境永續、生態體系、貿易關稅、地理位置、交通運輸等多元因素。 因此本研究以全球電腦銷售市場規模切入及研究起點，嘗試理解實際市場需求的變化與製造供給端情況，對應到個案公司對產業重大變化的策略反應，包括貿易戰、新冠百年大疫、實體區域戰爭、和人工智慧PC趨勢。並進一步透過理論概述進行系統化分析，藉此提升個案的有效性與影響性。在另一構面，同時利用相關文獻回顧過往，進行地緣政治與價值鏈分析來解析當前個案公司的外部環境。其中在個案研究的部分，則會透過五力分析深入解析個案公司的內部營運現況、以及利用 SWOT 分析拆解各構面中，個案公司在不同生產據點的成功關鍵與待改善事宜，以及價值鏈重組帶來的效益跟後續影響探索個案公司如何透過這些策略選擇增強其運營彈性等。 最後，則是歸納總結個案公司的戰略選擇關鍵成功要素，並提出對於個案公司未來的發展、可能風險及建議。

Since 2018, the global personal computer value chain has entered a phase of reconfiguration due to the impact of the US-China trade war. This reconfiguration process has been further complicated by the unforeseen disruptions caused by the COVID-19 pandemic, market supply-demand imbalances, operational resilience risks, and the recent trend towards net-zero carbon emissions. In addition to considerations of operational costs and efficiency, it is also necessary to consider factors such as market demand, environmental sustainability, ecosystems, trade tariffs, geographical location, and transportation. This research initiates an in-depth examination of the global computer sales market size, aiming to uncover changes in actual market demand and the current state of the manufacturing supply side. It also addresses the strategic responses of various companies to major industry shifts, including trade conflicts, the COVID-19 pandemic, regional warfare, and trends in artificial intelligence PCs. By adopting a systematic approach rooted in a solid theoretical framework, the study aims to bolster the validity and impact of the case analysis. Furthermore, through a thorough review of relevant literature, this research conducts geopolitical and value chain analyses to understand better the external factors affecting the case company. In the case study section, the internal operations of the case company are meticulously analyzed using Porter’s Five Forces model. Additionally, a SWOT analysis is conducted to identify the critical success factors and areas for improvement at various company production sites. This analysis also evaluates the benefits and impacts of value chain reconfiguration. Finally, the study consolidates the key success factors of the company’s strategic decisions and offers recommendations for future development, potential risks, and strategic advice.