產業環境之競爭策略研究 -- 以我國電腦機殼產業為例

A Study on Competitive Strategies in Industrial Environment：A Case Study on the Computer Chassis Industry of Taiwan

陳文彬(Ben Chen)

指導教授 ： 曾盛恕

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

由於科技的發展迅速，使得個人電腦產業得以成長迅速，而在個人電腦產業的發展中，做為個人電腦組裝必備的電腦機殼產業也由傳統的五金加工業延伸發展成為另外一種新興的產業，甚至在某些從事電腦機殼事業的公司也由傳統加工業轉而為新具高科技產業的公司。但由於電腦機殼產業是由傳統的五金加工業轉化而成的，所以技術及所需資本的障礙並非十分高，而且在個人電腦業迅速的成長之時，電腦機殼業也因為高需求及高利潤的趨使之下而投入者迅速的增加，部份的電腦機殼產業廠商由於過度樂觀的預期而大幅擴廠，造成供過於求，部份的廠商為提高設備使用率加上全球低價電腦趨勢的衝擊之下，不惜削價求售而大打價格戰，在2000年間價格大幅滑落近五成，進而造成部份公司無因應倒閉事件。環顧全球電腦機殼產業的發展，吾人瞭解到台灣電腦機殼產業的競爭優勢，係建構在下游電腦產業蓬勃發展的基礎上，但隨著資訊電子產業的加速外移大陸，電腦機殼產業的訂單結構也產生變化；為回應上述的結構改變，業者紛紛採取不同的因應發展策略。本研究試圖立基於國家競爭優勢、產業結構分析、與企業成長模式等既有理論邏輯，採取產業分析與個案研究的方法，探索電腦機殼產業內成功轉型廠商的策略邏輯，並據以檢視成熟產業環境下的競爭策略內涵；此外，根據對於產業發展軌跡分析的結果，本研究並提出幾個產品技術未來的走向，期能對於擁有不同資源類型的廠商，提供差異化的策略發展建議。

關鍵字

電腦機殼 ； 機殼 ； 競爭策略 ； 策略 ； 電腦機箱 ； 國家競爭力 ； 五力分析

並列摘要

Thesis Abstract
As fast advance of technologies, the personal computer business has been blooming for many years. While blooming of personal computer business, the computer chassis industry was also raising and transferred from traditional hardware industry because one of important components of personal computer. However, since the computer chassis industry comes from traditional hardware industry, there are many computer chassis players got into this industry because of low entry barrier in technology and capital. During the blooming of personal computer business, more enterprises joined this industry, however, the overexpansion of computer chassis manufacturers due to optimistic expectation has significantly changed the industry structure and has driven down the profitability of this industry.　Particularly, as the third largest output country in the world, Taiwanese manufacturers get a price war in order to enhance facility utilization and the impact of low cost of personal computer which in turn drove down the average shipment prices up to 50% during the year of 2000 and many publicly trade companies exited from the industries. Taking a global perspective, this thesis first reveals that the competitive advantage of the computer chassis industry in Taiwan during the past years was highly associated with the vigorous development of the computer industry.　However, the relocation of production activities for a wide range of IT products to China has significantly changed the industry landscape.　Players in the computer chassis industries undertook various measures to cope with environmental changes.　Based on Porter’s framework of national competitive advantages and industry structure, the present thesis conducted a qualitative industry-level study to un-veal the strategic logic undertaken by Taiwanese computer chassis manufacturers in such a matured industry environment.　Specifically, this thesis will present a range of feasible strategies coping with matured industrial conditions and pinpoint the trend of technology development for the computer chassis products, upon which insightful suggestions to companies faced similar competitive situations are based.　Overall, we found that due to the rapid change in the electronics markets, rationalization of business operations and driving product innovation and changes will determine firm survival in the computer chassis industry.

並列關鍵字

chassis ； computer chassis ； Strategy

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