台灣個人電腦產業在東南亞投資與經營策略分析－以「宏碁泰國」為個案

本研究以台灣個人電腦產業在東南亞投資原因，與在東南亞的經營策略，以宏碁泰國公司為個案探討。採用質性研究的文獻分析法、比較分析法、個案研究分析法，訪談宏碁榮譽董事長–施振榮、宏碁泰國公司總經理 – 楊宏培，深入了解進入泰國投資的原因，以及宏碁泰國公司運用不同策略維持市場競爭優勢。施先生在1980年初期「鄉村包圍城市」的策略，讓宏碁進入當時市場競爭較不激烈的東南亞市場、泰國也因金融風暴宏碁取得100%股權、1998年贊助泰國亞運，宏碁運用運動行銷打下優良品牌形象；再加上宏碁泰國公司在產品更新速度、降低成本、售後服務上不斷改善，使得宏碁泰國公司不斷成長維持高度的競爭優勢。研究結果顯示宏碁泰國公司憑藉行銷、產品、通路、布局策略加上三大核心競爭力：速度、成本、服務，以及宏碁在泰國26年的歷成，其中經過很多變化，雖然並非一路平順，但在努力後也奠定了宏碁在泰國個人電腦市場的實力。

關鍵字

個人電腦產業；宏碁；東南亞；泰國；品牌；行銷策略

並列摘要

This research is based on Taiwan’s personal computer industry’s for investments in Southeast Asia and Southeast Asian management strategies with a focus on Acer Thailand as the primary case study. Use of Qualitative Analysis through Documentary Analysis methods; Comparative Studies; Case Studies analysis; interview and comments from the honorary chairman of Acer Stan Shih and Acer Thailand’s Managing Director Harry Yang provide an in-depth review and understanding of entering Thailand and investment reasoning. Also a review of how Acer Thailand utilized different strategies to maintain their competitive leadership in the market. In the early 1980’s, Mr. Shih adopted the “encircling the cities from the rural areas” (Besiege the cities from the countryside) business model allowed Acer to enter the Asia market which was much less competitive at the time. Due to Thailand’s domestic economic crisis, Acer was able to gain 100% share and control. In 1998, Acer was a sponsor for the Asia Olympics hosted in Thailand. Acer leveraged sponsorship in sports as a marketing strategy to promote the brand to the top of it’s class; along with the speed of new product development originating in Thailand, lowering of production costs, continuous improvements to it’s after-service; Acer Thailand grew rapidly to becoming the leader with the most competitive edge in the personal computing industry. Research concludes that Acer Thailand through strategic marketing, products, distribution channels along with the consolidation of their 3 Core Competitive fundamentals consisting of speed, cost and service and with Acer Thailand’s 26 year track record—though having met with many changes not all smooth—but with great efforts and perseverance has conquered Thailand’s personal computing market with great success.