- 學位論文
顯示卡產業的經營策略與分析-以華碩公司為例
Business Strategies and Analysis of the Graphics Card Industry: A Case Study of ASUS
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摘要
顯示卡產業自1990年代以來經歷了技術革新和市場變遷，在這過程中，台灣的板卡廠商扮演了舉足輕重的角色。隨著科技的進步和消費者需求的變化，顯示卡產業面臨來自內部和外部的各種挑戰，包括筆記型電腦市場的擴展、手機遊戲的崛起、上游供應商的壟斷地位以及同業之間同質化的競爭。如何在這樣的動態環境中找到合適的經營策略，對於台灣板卡廠商而言，顯得尤為重要。 本研究旨在透過深入分析顯示卡產業的發展歷程、現狀與挑戰，並結合商業模式畫布（Business Model Canvas）、波特五力分析（Porter's Five Forces）和錢德勒命題（Chandler Proposition）的方法，為台灣板卡廠商提供具體的經營管理建議，幫助其在激烈的市場競爭中突圍。通過這些理論工具，我們能夠系統地剖析顯示卡產業的競爭環境，識別主要的市場動因和競爭優勢，從而制定出切實可行的策略，以應對未來的挑戰。研究結果表明，以下策略對於台灣板卡廠商在顯示卡產業中脫穎而出並實現持續發展至關重要：一.強化研發能力與品牌價值：技術創新是保持競爭力和實現差異化的關鍵。除需要持續投入資源進行技術研發，更應導入AI應用來協助不斷提升顯示卡產品的性能、散熱和設計，確保其在市場中的領先地位。同時，通過參與國際大獎評選和媒體評測，可以展示其技術創新成果，提升品牌的國際認可度和聲譽，吸引更多高端用戶和遊戲玩家，鞏固其在高階市場的領導地位。二. 提升品牌市佔率：隨著桌上型遊戲電腦市場受到筆記型電腦和手機遊戲的壓縮，需要通過提升品牌市佔率來保持競爭優勢。這可以通過擴展產品線、進入新的市場細分來實現。另外並可以加強與電競賽事和遊戲社群的合作，提升品牌曝光度和認知度，吸引更多忠實用戶。三.促進DIY市場成長：為了提升出貨量，需提高消費者DIY組裝電腦的意願和人口，擴大整體市場規模。這可以通過教育市場、提供技術支持和培訓來幫助消費者了解DIY組裝電腦的優勢和技術要點。此外還可以通過社交媒體和論壇，與DIY愛好者互動，分享組裝經驗和技巧，增強社群影響力。四.發揮桌上型電腦的效能優勢：為了避免桌上型電腦市場被筆記型電腦和手機侵蝕，需要強調桌上型電腦在效能上的優勢。這可以通過提升顯示卡和其他硬體的性能，提供更高效能的解決方案來提升遊戲遊玩品質與體驗。向消費者傳達桌上型電腦在遊戲、創作和專業應用中的優勢，增強消費者對桌上型電腦的認知和興趣。 總結來說，顯示卡產業的競爭日益激烈，台灣板卡廠商需要依賴強化研發能力和提升品牌價值，實現差異化並避免陷入價格戰。同時，隨著桌上型遊戲電腦市場受到筆記型電腦和手機遊戲的壓縮，板卡廠商需要提升品牌市佔率，促進DIY市場的成長，並強調桌上型電腦的效能優勢，保持競爭力和市場領導地位。透過這些關鍵成功因素，台灣板卡廠商能夠在激烈的市場競爭中脫穎而出，實現持續發展。
並列摘要
Since the 1990s, the graphics card industry has undergone significant technological innovation and market evolution, with Taiwanese board manufacturers playing a pivotal role in this process. As technology advances and consumer demands shift, the graphics card industry faces a multitude of internal and external challenges. These include the expansion of the laptop market, the rise of mobile gaming, the monopolistic position of upstream suppliers, and the homogenized competition among peers. Identifying appropriate business strategies in such a dynamic environment is crucial for Taiwanese board manufacturers. This study aims to provide specific business management recommendations for Taiwanese board manufacturers by deeply analyzing the development history, current status, and challenges of the graphics card industry. By leveraging the Business Model Canvas 、Porter's Five Forces framework and Chandler Proposition, we systematically dissect the competitive landscape of the graphics card industry, identify key market drivers and competitive advantages, and formulate practical strategies to address future challenges. The research findings indicate that the following strategies are essential for Taiwanese board manufacturers to stand out in the competitive graphics card industry and achieve sustainable development: 1. Strengthening R&D Capabilities and Brand Value: Technological innovation is key to maintaining competitiveness and achieving differentiation. In addition to continuous resource investment in technology research and development, AI applications should be introduced to continuously enhance the performance, cooling, and design of graphics cards, ensuring their leading position in the market. Simultaneously, participating in international awards and media evaluations can showcase technological innovation achievements, enhance the brand's international recognition and reputation, attract more high-end users and gamers, and solidify its leadership position in the high-end market. 2. Increasing Brand Market Share: As the desktop gaming PC market faces compression from laptops and mobile gaming, increasing brand market share is vital for maintaining competitive advantage. This can be achieved by expanding product lines and entering new market segments. Furthermore, strengthening cooperation with eSports events and gaming communities can enhance brand exposure and recognition, attracting more loyal users. 3. Promoting DIY Market Growth: To boost shipment volumes, it is necessary to increase consumer willingness and the population of DIY PC assembly, thereby expanding the overall market size. This can be done by educating the market, providing technical support, and offering training to help consumers understand the benefits and technical aspects of DIY PC assembly. Additionally, engaging with DIY enthusiasts through social media and forums to share assembly experiences and tips can enhance community influence. 4. Leveraging Desktop PC Performance Advantages: To prevent the desktop PC market from being eroded by laptops and mobile devices, it is essential to emphasize the performance advantages of desktop PCs. This can be achieved by improving the performance of graphics cards and other hardware, providing high-performance solutions to enhance gaming quality and experience. Marketing activities should convey the advantages of desktop PCs in gaming, creation, and professional applications to enhance consumer awareness and interest. In summary, the competition in the graphics card industry is becoming increasingly fierce. Taiwanese board manufacturers need to rely on strengthening R&D capabilities and enhancing brand value to achieve differentiation and avoid price wars. Meanwhile, as the desktop gaming PC market faces pressure from laptops and mobile gaming, it is crucial to increase brand market share, promote the growth of the DIY market, and emphasize the performance advantages of desktop PCs to maintain competitiveness and market leadership. By focusing on these key success factors, Taiwanese board manufacturers can stand out in the competitive market and achieve sustainable development.
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