探索台灣電腦品牌如何打造靈活的產品力：
本土電腦品牌A公司個案研究

台灣的經濟起飛以來，產業的發展從代工逐漸演變到品牌的經營，施先生的微笑曲線指出當時PC產業的困境，亦突顯出當下台灣產業的瓶頸，而急於尋求轉型的方向，而使台灣的品牌開始催生，也因PC產業佔台灣的產業相當大的重，故PC的品牌一直引領著品牌的思維。不過自微笑理論以來，品牌與代工的專業分工，得以讓品牌能更專注於市場的變化，但是這近十幾年來的變化不僅在市場上，從關鍵零組件，到整個供應鏈包括PC代工廠，更甚到中國的PC生產地，從硬體到軟體，從政治到經濟及社會，行為的改變及技術的發展，一一的都對PC品牌造成壓力。本研究以PEST為出發對全球整體大環境做不同面相的剖析，進而以五力分析來論述PC產業當前的環境，並以戴爾電腦為例做為本研究個案的借鏡，來探析個案中的台灣PC品牌，如欲因應市場及供應鏈端現在及未來的挑戰，以產品的開發結合研發的能力，以打造其靈活產品策略，是否可以調整其體質，從找出未來的品牌因應之路來探討之。最後，再以SWOT到TOWS來給予策略的方向做為結尾。近年來不斷的有不少研究在探討研發之於企業的重要性，在以財務數字為導向來檢視企業已出現不少盲點，也揭露出財務評鑑的不足處，但是否為台灣的企業帶來任何啟示，對台灣品牌廠何嘗不是一種啟發。微笑曲線探討的不就是兩端的平衡。

關鍵字

產品開發；外部環境；內部環境；未來PC的挑戰；戴爾電腦

並列摘要

Since Taiwan’s economic take-off, the development of the industry has gradually evolved to brand management. Mr. Shi’s smile curve pointed out the plight of Taiwan PC industry at that time and highlighted the current bottleneck of Taiwan’s industry. He made lots of transformation suggestion and executed by himself. Since the smile curve revealed, the PC industry directed to brand and manufacturing division and allowed PC brands dedicated on marketing. However, in the past years, the environment changes have been everywhere in all perspectives, from components to entire supply chain, PC manufacturing sites in China, hardware design, software, politics, economics, society, user’s behaviors, and technologies revolution. This thesis starts from PEST to analyze aspects of the overall global environment, and then five forces analysis to discuss the current environment impact to PC industry, takes Dell Technology Inc. as example for Taiwan PC brands to explore the directions for challenges in the market and supply chain; We’d like to see if R D capability can support product development to build their flexible product strategies, for Taiwan PC brand to explore the ways to respond futures. End of the thesis, by SWOT to TOWS to see if the strategies generated can be the reference to the case studied in the thesis.