從消費者體驗帶動產品開發的轉型—以微星公司為例

Abstract

一家公司的轉型，可以成為哈佛商學院的教案。一個產業的轉型，既沒有參考答案，也不能指望外來的奇蹟。台灣電腦產業面對的挑戰前所未見，但答案恐怕不在尋找下一個明星產業，而是如何做資源佈局，改變管理文化，在企業的治理、監控和決策上做結構性的創新。 創立於1986年的微星科技公司，以製造電腦主機板起家。2008年以小筆電獲得消費者青睞，爾後卻因市場削價競爭、超輕薄筆電（Ultrabook）的出現，加上2009年金融海嘯襲擊，股價一度跌到10元。 當旁人以為就要一蹶不振時，微星科技公司卻用5年多（2010-2014）的時間以電競產品創造顛峰，如今已在全球電競產品市占19%，成為電競筆電龍頭，2019年更交出營收1200億元的成績，創下歷史新高，股價在2018年5月最高來到131元。 研究微星科技公司在已經成立二十多年後，面臨經營困境下，如何在產業中蛻變？面對多家知名品牌都有電競商品下如何脫穎而出？

The transformation of a company can become a lesson plan for Harvard Business School. The transformation of the industry has neither a reference answer nor an expectation of miracles. The challenges facing the Taiwanese computer industry are unprecedented, but the answer is probably not to look for the next star industry, but how to do resource layout, change management culture, and make structural innovations in corporate governance, monitoring, and decision-making. Founded in 1986, MSI Technology Company started with the manufacture of computer motherboards. In 2008, it was favored by consumers with small notebooks, but then due to market price cut competition, the emergence of ultra-thin notebooks (Ultrabook), and the 2009 financial tsunami, the stock price fell to NT10 dollars. When others thought it was going to collapse, MSI Technology Company spent more than 5 years (2010-2014) to create a peak with e-sports products. Now it has accounted for 19% of the global e-sports products market and has become the e-sports pen leader, it delivered more than NT120 billion dollars in revenue in 2019, setting a record high, and the stock price reached NT131 dollars in May 2018. Research the MSI Technology Co., Ltd. has been in business for more than 20 years, how to transform itself in the industry? In the face of many well-known brands have e-sports products on how to stand out?