以商業模式模型探討華碩電競品牌發展之關鍵成功因素

Abstract

本研究主要以商業模式模型探討電競硬體品牌的代表廠商–華碩十多年來發展品牌的關鍵成功因素。首先回顧商業模式模型，經典的模型包含四要素模型、九宮格模型，再加上較少被使用的六要素模型。過去利用商業模式模型進行個案研究的文獻較少特別提到競爭的要素，也就是為了因應競爭者的差異化策略，因此本研究在進行分析時特別考量華碩電競品牌的差異化策略。 本研究的研究方法採用個案分析法，以電競硬體品牌中發展歷史最久且市占率表現最好的品牌–華碩作為個案研究對象。在進行個案分析前，先進行電競產業與電競PC產業的回顧。接著利用各式內外部的二手資料，以及對華碩ROG系統行銷總監–傅星翔先生的深度訪談對其進行資料分析。 研究發現華碩電競品牌在「目標客群」、「顧客關係」、「價值主張」、「收益流」、「關鍵活動」、「關鍵合作夥伴」與「關鍵資源」七項構面中做出了差異化策略，並發現華碩電競品牌關鍵成功因素可分為三個不同的階段，不同的階段分別有不同的成功因素，分別為「穩固的產品品質」、「建立品牌文化，經營社群，並增加消費者忠誠度」與「創新產品，擴展多元客群，並加強品牌形象」。 本研究完整分析了最新的電競(PC)的產業概況，以及PC國際大廠，同時也是台灣代表性的品牌廠商–華碩電競品牌的商業模式，了解華碩電競品牌是如何從最初以製造研發為事業重心，到近年來轉變為以品牌形象經營為發展重心的過程。另外，本研究也為學術界中少數在商業模式九宮格的個案研究中加入了競爭性策略的文獻，透過檢視個案的競爭性策略，能更全面的了解研究個案。

This research focuses on the business model to examine the key success factors of ASUS, a representative gaming hardware brand, in developing its brand over the past decade. First, we review the literature on business model. The classic models include the four-factor model, the business canvas model, and the less-used six-factor model. In the past, case studies using the business model seldom mentioned the competitive elements specifically, that is, in response to the differentiation strategies of competitors, so this study considers the differentiation strategies of the ASUS Gaming brand in particular. In this study, the case study method was used to analyze the longest developed and best-performing gaming hardware brand, ASUS, as the case study target. Before conducting the case study, a review of the gaming industry and the gaming PC industry was conducted. Then, we analyzed the data by using various internal and external secondary data, as well as an in-depth interview with Mr. Xingxiang Fu, the marketing director of ASUS ROG system. The research found that ASUS gaming brands have made differentiated strategies in the seven components of "target customers", "customer relationship", "value proposition", "revenue stream", "key activities", "key partners", and "key resources". We also discovered that ASUS gaming brands' key success factors can be divided into three different stages, with different success factors in different stages, namely "solid product quality", "building brand culture, operating a community, and increasing consumer loyalty," and "innovative products, expanding diverse customer segments, and strengthening brand image. This study provides a complete analysis of the latest PC industry and the business model of ASUS, an international PC manufacturer and a representative brand in Taiwan, to understand how the ASUS gaming brand has changed from a manufacturing and R&D-focused company to a brand image-focused company in recent years. In addition, this study is one of the few case studies in the academic field that combines competitive strategies into business canvas models, which can provide a more comprehensive understanding of the case by examining the competitive strategies of the case.