突破困境、蒸蒸日上—資訊產業廠商的經營發展策略分析：以宏碁集團為例

宏碁集團於1976年由施振榮先生創立，為全球前六名之電腦品牌商。主要產品為Acer品牌NB、桌上型電腦、顯示器等。近年來有鑑於電腦市場逐漸飽和，故宏碁集團另尋出路，以多角化經營為未來發展重點，成立眾多公司，如:宏碁資訊、宏碁智醫、安碁資訊、智聯服務、建碁等小金虎，並著重於NB、雲端運算及智慧醫療等領域。如今這些小金虎也逐漸開花結果，將成為宏碁集團未來的成長動能。本研究以個案研究之方式，先透過產業分析了解NB產業、雲端運算產業及智慧醫療之產業概況、競爭態勢及未來趨勢等，接著透過五力分析評估產業關鍵指標與產業吸引力。隨後針對個案公司宏碁集團進行分析，了解其經營概況、核心能力及多角化布局，並透過 BCG 矩陣了解宏碁集團之事業組合，分析其成長策略與個別事業之競爭策略。最後，總結宏碁集團的發展情況及優劣勢，並提出未來在經營策略發展上的研究建議。根據本研究之研究結果，宏碁集團透過集團內豐富資源，成立眾多小虎隊，進行多角化策略，積極拓展NB以外的事業。注重發展目前為問題事業的雲端運算及智慧醫療事業，盼未來皆成為明星事業，幫助宏碁集團突破目前成長受阻的困境，成為未來集團的主要發展動能。本研究對於宏碁集團之建議為以下四點，一、積極與微軟、英特爾、高通、超微等國際大廠合作，搭上AI NB順風車；二、持續深耕旗下小金虎，並與國際大廠策略聯盟，打造出宏碁生態圈；三、藉由產品差異化，提升品牌價值，在科技快速變動的時代當中，站穩自身腳步，並積極布局未來，期許再創另一波高峰；四、進行減資，提升財務表現，獲取更多投資人的注目。

關鍵字

宏碁集團；雲端運算；多角化策略；五力分析； BCG 矩陣

並列摘要

Acer Group, founded in 1976 by Stan Shih, is one of the top six computer brands globally. Its main products include Acer brand laptops, desktop computers, and monitors. Recognizing the saturation of the computer market in recent years, Acer Group has sought new avenues for growth, focusing on diversification as a future strategy. The group has established numerous companies such as AEB, Acer Medical, Acer Cyber Security, Acer Synergy Tech, and Aopen, focusing on fields like laptops, cloud computing, and smart healthcare. These companies, referred to as "Little Tigers," are beginning to yield positive results, becoming the driving force behind Acer Group's future growth. This study employs a case study method to first understand the industry landscape, competitive dynamics, and future trends of the laptop industry, cloud computing industry, and smart healthcare industry through industry analysis. Then, using Porter's Five Forces analysis, it evaluates key industry indicators and attractiveness. Following this, the study analyzes Acer Group, examining its business operations, core competencies, and diversification strategy, and uses the BCG Matrix to understand its business portfolio and analyze its growth strategies and competitive strategies for individual businesses. Finally, the study summarizes Acer Group's development status, strengths, and weaknesses, and provides research-based suggestions for future business strategy development. Based on the research results, Acer Group has leveraged its extensive internal resources to establish numerous "Little Tigers," pursuing a diversification strategy to expand beyond the laptop business. The group focuses on developing its cloud computing and smart healthcare businesses, currently classified as question marks, with the hope that they will become star businesses in the future, helping Acer Group overcome its growth stagnation and becoming the main growth drivers for the group. The study offers the following three recommendations for Acer Group: 1、Actively collaborate with international giants such as Microsoft, Intel, Qualcomm, and AMD to ride the wave of AI laptops 2、Continue to cultivate the "Little Tigers" and form strategic alliances with international giants to create an Acer ecosystem 3、Utilize product differentiation to enhance brand value, ensuring stability in the rapidly changing technological landscape, and actively plan for the future, aiming to achieve another peak. 4、Reduce capital, improve financial performance, and gain more investors’ attention