英特爾在行動運算產業之競爭策略之分析

Abstract

過去幾年來隨著行動運算裝置產業和雲端產業的蓬勃發展，消費者已經不再需要坐在電腦前面進行上網、閱讀網路新聞、看影片、使用日常的應用軟體，而取而代之的是在任何地方使用平版電腦和智慧型手機。 過去幾年英特爾在行動運算裝置的發展上並不成功，也因此於2007年公司將其組織裡的安謀(ARM)行動運算裝置的部門XScale賣給了Marvel，打算發展自己的X86行動運算裝置。然而直到2011年，個人電腦仍然持續成長，以致於英特爾並未將行動運算列為公司最重要的策略，造成其之後行動運算裝置產品相對競爭對手較不具競爭力。 隨著平版電腦和智慧型手機的成長，也間接的使得個人電腦產業的成長停滯並衰退。個人電腦產業面臨到的種種挑戰，使得英特爾必須重新制訂行動運算策略來面對市場的變化。回顧文獻，英特爾曾經從衰敗的記憶體產業轉型的成功的處理器產業，也曾經成功逆轉在伺服器處理器產業的劣勢，成為市場的領導者。 在本論文中，將針對英特爾在行動運算產業的競爭策略來進行探討分析，並用外在環境跟內在環境的分析來評斷其當時策略的可行性。最後針對分析結果提出一些策略性發展建議。

The mobile computing and cloud computing industry have prospered for many years. Consumers are now more willing to surf the internet, read the news, stream movies and use many applications using their mobile devices instead of their personal computers (PC). Following its unsuccessful attempt in the mobile business industry, Intel sold its mobile business called ARM architecture XScale microprocessor to Marvel in 2007, and decided to design its own X86 Architecture mobile computing device. However, until 2011 when the PC industry was still growing, Intel did not make its mobile business strategy as crucial as needed. As a result, by 2012 its mobile computing device was less competitive than its competitors such as Qualcomm, NVidia. The growing demand in mobile devices such as tablets and smartphones indirectly cannibalizes the PC sales and causes the stagnation of the PC industry. With those increasing challenges, Intel amended its mobile business strategy and made several strategic moves for a mobile war. Historically, Intel has successfully switched from the falling memory business to the profitable microprocessor business. It has also turned around from unfavorable situation in the sever CPU segment, and finally became a market leader. In this thesis, the decision of Intel’s competitive strategy in the mobile computing industry will be analyzed. Both external and internal variables will be examined to determine the validity of this strategy at the present time. Finally, based on the result of analysis, strategic suggestions will be proposed.