台灣筆記型電腦進入歐洲市場之探討

A Study on Taiwanese Laptop in European Market

何琇琪(hsiu chi ho)

指導教授 ： 吳佩茹

亞洲大學/管理學院/國際企業學系碩士班/碩士(2005年)

摘要

歐洲在2003年歐盟東擴之後，遠超過北美自由貿易區，成為全球規模最大的單一市場，而台灣與其的雙邊貿易總額卻不到百分之一。台灣的筆記型電腦廠商中，宏碁不但在歐洲排名第一，根據國際數據資訊(IDC)最新報告顯示2004年第四季全球筆記型電腦銷售量排名，台灣的宏碁(ACER)以及華碩(ASUS)分別拿下第五和第十名。故本研究便針對台灣筆記型電腦廠商何以在歐洲市場可以成功進行探討，希望為台灣其他欲進入歐洲市場的相關廠商對歐洲筆記型電腦產業有初步的認識與瞭解，並歸納宏碁與華碩的成功經驗，希望對後進廠商能有所建議。
本研究將以上述動機為基礎，探討下列研究目的：
一、 為何宏碁、華碩可以成功的進入歐洲市場？
二、 歐洲單一市場與其他市場相較的特點？
三、 台灣高科技產業者在歐洲投資金額是否因為其可能漸高的貿易障礙而減少？
本研究發現，兩家台灣筆記型電腦不但在歐洲分公司組織功能不同、經銷方式和進入歐洲的模式亦不同，卻都能漸漸在歐洲市場佔有一席之地，顯示歐洲市場對筆記型電腦各品牌的接受度較大，也增加後續其他台灣筆記型電腦進入歐洲市場的信心。

關鍵字

歐洲單一市場 ； 台灣筆記型電腦 ； HASH(0x9f9b708)

並列摘要

In 2003, the European Union has exceeded the North American Free Trade Association (NAFTA) and become the world’s largest single market. Although Taiwan holds less than one percent of total volume of bilateral trade, Taiwanese laptop manufacturer, Acer, holds the top sales ranking in Europe. Moreover, according to the latest report of international data information (IDC), Acer and Asus have won the fifth and the tenth place, respectively, in the global laptop sales volume in the fourth season of 2004
The research discusses why Taiwanese laptop manufacturers have succeeded in European market and sums up Acer and Asus’ success factors.
Below are the research purposes:

1. Why were Acer and Asus able to enter European market successfully?
2. The comparisons between European single market and other markets.
3. Will Taiwanese hi-tech industries decrease their investment in European market because of the growing trade obstacles?

The research discovers that Acer and Asus are not only different in the way of entering European market but also in the role and selling strategies of their European branch offices. However both of them hold a good position in European market. It shows that European market has a large degree of acceptance of new brands, which helps other Taiwanese laptop manufacturers feel confident to develop European market.

並列關鍵字

European single market ； laptop

參考文獻

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