中國大陸筆記型電腦產業之機會-以華碩、同方電腦為例

Abstract

2011年全球筆記型電腦市場需求以中國大陸的成長性最高，因此國際知名品牌均爭相搶奪市場，加上原有一席之地的本土品牌也積極的以其優勢來攻城掠地。因此，本研究希望藉由個案分析，探討中國大陸筆記型電腦之現況及其產業分析，並深入探討個案公司的策略、競爭優勢與永續發展方向。本研究的架構首先探討筆記型電腦產業在中國大陸的市場現況與發展趨勢，其次應用Porter的五力分析，動態競爭策略，價值網等理論架構，進行產業評價之SWOT的分析，並探討其策略及未來永續之發展方向。本研究採取質性研究，首先進行次級資料與產業資訊的蒐集與匯整，並確立研究主題後進行文獻的探討，深入訪談及分析作為本研究的主要方法。

In 2011, Mainland China had the highest growth of demand in the world for notebook computers. Therefore, the multinational companies (MNCs) and local brands with home field advantage are competing aggressively to obtain shares of the market. This case study will analyze and discuss the current status of the notebook computer market in China and the industry as a whole. The strategy of the individual company, its competitive advantage and its sustainable development will be studied in-depth. The first step of the case study will analyze the current status and the development trend of notebook computers in the market of China, followed by the application of Porter’s five forces analysis, dynamic competitive strategy, and the value of net theoretical framework for industry evaluation of the SWOT analysis. It will also explore the market’s strategy and future sustainability of the development. This case study adopts qualitative research, the collection and the consolidation of the secondary data and the information of the industry. After the establishment of the research theme, the main approaches of the study are the examination of the literature and in-depth interviews and analysis.