榮耀王者：運算晶片 GPU 設計廠商的競爭與發展策略 — NVIDIA 公司案例分析

Abstract

隨著人工智慧、5G新世代行動網路與數位轉型浪潮的推動，NVIDIA 成功掌握半導體晶片產業的機遇，從早期專注於繪圖處理器（GPU）的利基市場，逐步轉型為提供完整運算平台解決方案的領導企業。本研究透過個案分析法，深入探討 NVIDIA 在高度競爭且技術快速演進的晶片設計產業中崛起的關鍵成功因素。 本研究首先描繪產業現況與發展趨勢，針對主要競爭對手進行競爭態勢分析，並透過五力分析法系統性地歸納出遊戲繪圖晶片與加速運算晶片領域的產業關鍵要素。在遊戲繪圖晶片領域，關鍵要素包括『產品差異化程度』、『供應商轉換成本』、『現有競爭者數量與實力』，以及『品牌形象』等；而加速運算晶片則強調『買方集中程度』、『產品差異化』、『供應商及廠商產品轉換成本』等因素。 其次，本研究深入剖析 NVIDIA 的核心資源與能力，發現公司擁有前瞻性的市場洞察力、領先業界的技術能力、完整的產品策略佈局以及穩固的關鍵夥伴關係，這些均構成其競爭優勢的重要基礎。在事業組合策略方面，NVIDIA 利用AI加速技術與雲端運算創新應用，成功強化遊戲晶片產品的市場表現；同時，透過技術收購與持續資源投入，有效推動加速運算晶片業務的快速成長。 綜合上述分析結果，本研究認為 NVIDIA 在未來仍將延續其競爭優勢，並在多元且快速變遷的市場環境中持續引領產業發展，創造更高的市場價值。

Driven by artificial intelligence (AI), fifth-generation mobile communication technology (5G), and digital transformation, NVIDIA has successfully capitalized on opportunities within the semiconductor chip industry, evolving from an early focus on the niche graphics processing unit (GPU) market into a leading enterprise providing comprehensive computing platform solutions. This study employs a case study approach to deeply explore the critical success factors behind NVIDIA’s rise in the highly competitive and rapidly evolving chip design industry. Initially, the study outlines the industry's current landscape and development trends, conducting a competitive analysis of key rivals and systematically identifying critical industry factors for gaming graphics chips and accelerated computing chips through Porter’s Five Forces framework. In the gaming graphics chip segment, crucial factors include "product differentiation," "supplier switching costs," "number and strength of existing competitors," and "brand image," while the accelerated computing chip segment emphasizes factors such as "buyer concentration," "product differentiation," and "switching costs for suppliers and buyers." Next, the research deeply analyzes NVIDIA's core resources and capabilities, identifying the company's forward-looking market insights, industry-leading technological capabilities, comprehensive product strategy, and solid key partnerships, all of which underpin its competitive advantages. In terms of business portfolio strategy, NVIDIA leverages AI acceleration technology and innovative cloud computing applications to significantly enhance its gaming GPU market performance. Concurrently, strategic technological acquisitions and sustained resource investments effectively drive rapid growth in the accelerated computing chip business. Based on the analysis above, this research concludes that NVIDIA will continue to sustain its competitive advantage, consistently leading industry development and creating greater market value within a diversified and rapidly evolving market environment.