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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/144595


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/144595


    Title: 消費性電子產品企業多角化策略與新事業體發展之探討——以A公司為例
    Exploring the Factors Affecting Consumer Electronics Enterprises` Diversification Strategies and New Business Development: A Case Study of Company A
    Authors: 唐子喻
    Tang, Tzu-Yu
    Contributors: 黃國峯
    郭曉玲
    Huang, Kuo-Feng
    Guo, Shiau-Ling
    唐子喻
    Tang, Tzu-Yu
    Keywords: 多角化策略
    PEST分析
    五力分析
    產業生命週期
    Diversification strategy
    PEST Analysis
    Five Forces Analysis
    Industry Life Cycle
    Date: 2023
    Issue Date: 2023-05-02 15:04:40 (UTC+8)
    Abstract: 自2011年開始，全球的筆記型電腦出貨量每年皆為負成長，直至2018年才因為疫情帶來的宅經濟而使筆記型電腦出貨量轉為正成長。但總體電腦產業的市場已經進入成長的高原期，為消費性電子產業的企業所需要面對的一大挑戰。

    本研究的個案公司為消費性電子產業的A企業，A企業於2022年的電腦出貨量在全球排名為前六名，顯示其電腦產品線具有競爭力的市佔，而A企業自2014年新任董事長上任後，便積極的走向多角化策略。本研究將深入訪問A企業策略規劃部門的主管，來了解外部的總體環境、產業環境以及A企業的內部條件資源，對其發展多角化策略的影響程度，以及如何影響。

    本研究將以PEST分析、Porter(1980)提出的五力分析、Hill & Jones(1998)發展的產業生命週期以及Barney(1997)歸納的內部資源架構，分析以上各因素如何影響A企業多角化策略發展。所探討的被影響多角化面相則建立在Roberts & Berry(1985)提出的建立新事業體的方式，以及Ansoff(1957)、Kotler(1984)、 Ramanujam & Varadarajan(1989)多位學者提出的多角化方向。

    以A企業為研究個案，本研究將會提出外部環境與內部條件對消費性電子產品企業選擇發展多角化新事業體的領域、新事業體發展的順序，以及各事業體多角化的方式和方向的影響，並探討如何影響。讓在消費性電子產業的企業能瞭解多角化與新事業體發展的策略考量脈絡。
    Since 2011, the global shipment of laptop computers has experienced negative growth annually until 2018, when the COVID-19 pandemic and resulting stay-at-home economy led to positive growth. However, the overall computer industry has entered a plateau period of growth, posing a significant challenge to companies in the consumer electronics industry. This study focuses on Company A, a leading consumer electronics company whose global computer shipment ranked among the top six in 2022, indicating its competitive market share. Since the appointment of a new CEO in 2014, Company A has pursued a diversification strategy actively. This study aims to investigate the external macro environment, industry environment, and internal resource conditions affecting Company A`s diversification strategy and the extent and ways in which they influence it.

    This study employs PEST analysis, Porter`s (1980) Five Forces analysis, Hill and Jones` (1998) Industry Life Cycle analysis, and Barney`s (1997) Resource-Based View analysis to explore how these factors affect Company A`s diversification strategy. The study will also explore the different types of diversification strategies proposed by scholars such as Roberts and Berry`s (1985) approach to creating new ventures and Ansoff (1957), Kotler (1984), and Ramanujam and Varadarajan`s (1989) theories on diversification direction. Based on Company A`s case, this study will propose the areas for developing diversified new ventures, the order of developing these new ventures, and the ways and directions for diversification in the consumer electronics industry. The study will also examine how these factors influence the development of a diversification strategy.

    This study aims to provide insights into the strategic considerations for diversification and new venture development in the consumer electronics industry based on the case of Company A. By examining the external and internal factors that influence diversification strategy, this study will provide practical implications for companies in the industry to develop effective diversification strategies.
    Reference: 一、 英文部分
    1. Statista. (2023). PC vendor shipments worldwide from 2006 to 2022. https://www-statista-com.audenciagroup.idm.oclc.org/statistics/267023/global-pc-shipments-since-2006-by-vendor/?locale=en. Accessed Jan. 1, 2023

    2. Hill, C. W. L. and Jones, G.R. (2004). Strategic Management Theory, 5th ed, Boston, Houghton Mifflin.

    3. Porter, M.E. (1980). Competitive Strategy , New York, The Free Press.

    4. Hill,C. W. L.,&Jones,G. R. (2012). Strategic Management: An Integrated Approach, 10th ed., New York.: Cengage Learning.

    5. Learned, E.P., Christensen, C.R., Andrews, K., & Guth, W.D.(1969). Business Policy Text and Cases, Homewood IL, R.D. Irwin.

    6. Barney, J. B. (1991). Firm resources and sustained competitive
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    7. Chang, S. J. & Choi U. (1988). Strategy, Structure and Performance of Korean Business Groups. The Journal of Industrial Economics, 37, 141-149.0223

    8. Ansoff, H. (1957). Strategies for Diversification. Harvard Business Review, 35(5), 113-124.

    9. Gort, M. (1962). Diversification and Integration in American Industry. Princeton University Press.

    10. Booz, E. G., Allen, J. L., Hamilton, C. (1985), Diversification: A Survey of European Chief Executives. New York: Booz, Allen and Hamilton, Inc.

    11. Ramanujam, V. & Varadarajan, P.(1989). Research on Corporate Diversification: a synthesis, Strategic Management Journal, 10, 1989, pp.523-551.

    12. Kotler, P.(2006). Marketing Management, 15th ed., New York.: Prentice Hall.

    13. Robert, E. B. & C. A. Berry (1985). Entering new businesses: selecting strategies for success. Sloan Management Review, Spring, 3-17.

    14. Meyer, C.H. (2011). The Meaning of Sense of Coherence in Transcultural Management, New York, Waxmann Verlag.

    15. Canalys.(2023). Global PC shipments declined. https://www.canalys.com/newsroom/global-pc-market-Q4-2022. Accessed Jan.7, 2023.

    16. Statistics.(2022). Notebook, desktop PC, and tablet shipments worldwide from 2010 to 2025. https://www-statista-com.audenciagroup.idm.oclc.org/statistics/272595/global-shipments-forecast-for-tablets-laptops-and-desktop-pcs/?locale=en. Accessed Feb. 23, 2023.

    17. Bartlett, C. H. & Ghoshal, S. (1989). Managing across borders: The transnational solution. Harvard Business School Press, Boston, MA.

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    21. Keun Lee, Joonhyung Lee & June Sung Kim (2009). Diversification, Core Competence, and Corporate Performance. Journal of Management.


    二、 中文部分
    1. Hill,C. W. L.,&Jones,G. R. (2021). 策略管理(5版), 朱文儀、陳建男譯。台北：華泰文化出版。

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    3. 中華經濟研究院，2022，2023年臺灣經濟預測，2023年2月20日，取自經濟景氣觀測網站：https://www.cier.edu.tw/tmf

    4. 中華民國內政部，2021，111年第18週內政統計通報，2023年2月21日，取自中華民國內政部統計處網站：https://www.moi.gov.tw/News_Content.aspx?n=2905&s=261173

    5. 國家發展委員會，2022，中華民國人口推估，2023年2月21日，取自國家發展委員會報告書：https://pop-proj.ndc.gov.tw/upload/download/中華民國人口推估(2022至2070年)報告.pdf

    6. 高明瑞，1993。環保導向的企業管理。高雄：復文圖書出版。

    7. 中華民國統計資訊網，2021，台灣結婚登記對數2015年至2021年，2023年2月21日，取自縣市重要指標查詢系統系統：https://winsta.dgbas.gov.tw/DgbasWeb/ZWeb/StateFile_ZWeb.aspx

    8. 宏碁股份有限公司，2021，宏碁股份有限公司110年年報，2023年2月21日，取自宏碁公司年報網站：https://static.acer.com/up/Resource/AcerGroup/Investor_Relations/Annual_Reports/20220530/2021_Acer_Annual_Report_zh.pdf

    9. 貿易Trade Magazine，2016，讓台灣Lifestyle 開創貿易新路，2023年2月21日，取自貿易Trade Magazine：https://www.ieatpe.org.tw/magazine/ebook305/b0.pdf

    10. 法國國際廣播電台網，2023，歐盟邊境碳稅 推動進口商品更加環保。2023年3月1日，取自法國國際廣播電台rfi：https://www.rfi.fr/tw/%E5%B0%88%E6%AC%84%E6%AA%A2%E7%B4%A2/%E7%92%B0%E5%A2%83%E8%88%87%E7%99%BC%E5%B1%95/20230228-%E6%AD%90%E7%9B%9F%E9%82%8A%E5%A2%83%E7%A2%B3%E7%A8%85-%E6%8E%A8%E5%8B%95%E9%80%B2%E5%8F%A3%E5%95%86%E5%93%81%E6%9B%B4%E5%8A%A0%E7%92%B0%E4%B

    11. 中央訊息平台，2022，歐睿新報告揭示2022年全球十大消費者趨勢。2023年3月1日，取自中央訊息平台：https://www.cna.com.tw/postwrite/chi/308567

    12. 產業情報研究所(MIC)，2021，電競筆電發展趨勢分析。2023年3月1日，取自資策會網站：https://mic-iii-org-tw.proxyone.lib.nccu.edu.tw:8443/AISP/ChartS?docid=PPT1101015-1

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    14. 工商時報，2022，電競續熱 台廠衝市占 2021三大品牌合計逾46％。2023年3月4日，取自中時新聞網站：https://www.chinatimes.com/newspapers/20220124001241-260204?chdtv
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    109363032
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109363032
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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