PC產業跨足電動車充電樁製造之在台佈局分析

Abstract

隨著PC產業的成熟，台灣個人電腦業者逐漸尋求多面向的事業轉型策略以及投資，例如：智慧醫療、智慧家居、智慧教育，AIOT或是綠色轉型等。近年來隨著各國對環保及永續的重視逐漸增加，電動車產業帶動充電樁產業快速成長，巨大的市場機會吸引電腦業者紛紛加入充電樁市場，並藉電腦產業特性及企業內部核心競爭力與充電樁事業之相似之處，作為進入新市場之橋梁。然而充電樁所屬之電動車充電產業的生態圈廣泛，其範疇不僅包含充電樁體本身的製造，更包含充電樁的設計與安裝建製、售後服務、軟體的開發與維運等，該產業鏈的多元化要求參與者不僅是擁有硬體的生產能力，還需具備自身軟體開發和服務能力。此外，切入市場不能依靠單打獨鬥，識別競爭者、供應商、互補者、顧客的對象以及如何合作合作也是一大議題。 本研究使用文獻回顧法、個案分析法以及深度訪談法，深度訪談對象分別為電腦上游的零件半導體供應商、中游的電腦代工大廠、以及下游同樣切入電動車充電產業的電腦領先業者。首先，本研究會進行產業分析，介紹電動車充電產業鏈與產業現況、台灣市場趨勢、以及市場內幾位重要的參與者，接著轉向電腦產業，介紹其市場目前狀況以及投入電動車充電產業的合理性以及核心能力，章節的最後以競爭五力分析來識別電動車充電市場的市場機會。 識別整個電動車充電產業趨勢與機會之後，本研究以個案微星科技為例，微星科技原來為台灣電腦產業業者，電競電腦揚名國際，近年來欲打入電動車充電市場，推出了自有的充電樁品牌。本研究先分析微星科技的公司概況，推出之充電樁解決方案，核心資源與能力，並對照前一段所述之產業機會，識別其因應方法。接下來會分析其價值網的組成，並利用競合理論提供經營策略以及在台競爭策略布局之建議，提供最適宜的策略方針，以幫助微星科技的充電樁事業在台，以及如何通過策略性合作夥伴關係和經營策略來鞏固其在電動車充電市場的地位。

As the PC industry matures, Taiwanese PC companies are seeking diversification business transformation strategies and investments in areas such as smart healthcare, smart home, smart education, AIOT, and green transformation. In recent years, with the increasing emphasis on environmental protection and sustainability by various countries, the electric vehicle (EV) industry has driven the rapid growth of the charging industry. With some similarities between the characteristics of the PC industry, and with their core competencies, PC companies join the EV charging market. However, the ecosystem of the EV charging industry not only includes the manufacturing of charging piles but also involves the design, installation, after-sales service, software development, and maintenance of charging piles. Additionally, entering the market cannot rely on a solo effort; identifying competitors, suppliers, complementors, and customers, as well as how to collaborate with them, is also a major issue. This study uses literature review, case study, and in-depth interviews as the research methods. The interview subjects include upstream semiconductor suppliers, midstream PC OEMs, and downstream leading PC companies also entering the EV charging industry. Firstly, this study will conduct an industry analysis, introducing the EV charging industry chain and its current status, Taiwan's market trends, and several important participants in the market. It will then turn to the PC industry, introducing its current market status, the rationale for entering the EV charging industry, and core competencies. The final section of the chapter uses Porter's Five Forces analysis to identify market opportunities in the EV charging market. After identifying the trends and opportunities of the entire EV charging industry, this study takes MSI as an example. MSI, originally a Taiwanese PC industry player renowned for its gaming computers, has sought to enter the EV charging market in recent years and launched its own EV charging brand. The study first analyzes MSI's company profile, it’s launched charging pile solutions, core resources and capabilities, and compares these with the industry opportunities mentioned earlier to identify its response strategies. Next, it will analyze the composition of its value network and use competitive strategy theories to provide business strategy and competitive strategy layout suggestions in Taiwan. The research aims to provide the most suitable strategic direction to help MSI's charging business in Taiwan and how to consolidate its position in the EV charging market through strategic partnerships and business strategies.