本研究探討的主題在於研究宏?從1976年創業到2004年施振榮先生退休，期間宏?集團的成長與發展。另外也探討在宏?發展初期，美國資訊產業與政府產業獎勵政策對其影響。本文並從技術和市場兩個角度為研究方向，探討宏?如何走向品牌國際化之路。 本文探討自美國於1945年發展出第一台電腦之後，隨著技術的進步，使得電腦這項科技產物不但體積日漸縮小，價格也日益低下，到了1974年更產生了微電腦這項產品。微電腦的出現讓市場快速擴張，也因此造成了電腦產業進一步走向分工化而導致技術走向開放。而此時台灣正因為石油危機等因素，讓原本發展良好的電子代工業面臨挑戰。面對這些經濟問題，政府所提出的解決之道就是希望藉由引進國外技術，迅速將原本勞力密集性的電子代工產業提升成為技術密集性產業。 身處在這樣的大環境下，於1976年創業的宏?，在初期資金並不充足，為了要以有限的資本儘快走向穩定發展，因此對於美國的技術及市場，有著相當程度的依賴，但也因為過度的依賴而遭受到許多挑戰和挫折。但憑藉宏?對於研發能力以及品牌形象持續的投入許多資源，因此逐漸的擺脫過去依賴的陰影走向自立，也替台灣產業擺脫過去低價代工走向品牌，樹立了一個良好的典範。 This research focuses the growth and development of Acer from 1976 to 2004 in which its president Si Chen Zoon retired. Further to discuss what the impacts had been on Acer of American IT industry and Governmental Encouragement Policy in the beginning of Acer development. This is to explore the road of internalization of Acer from two aspects: technology and marketing. Since the invention of first computer in 1945, this tech has been developed toward the smaller measurement and competitive price, even so called micro-computer was generated in 1974. The creation of micro computer has expanded the market and led to the separation of jobs and open technology. In the meantime, Taiwan industry of OEM was encountering some challenges because of the oil crisis. To solve this issue, the government of Taiwan proposed to introduce foreign technology to shift the industry from labor-intensive to technology-intensive natures. Under such macro-environment, Acer company was founded in 1976 with insufficient funds in the beginning. In order to develop smoothly with limited capital, it depended on American technology and market to much extent, also encountered quite a lot of frustration due to doing so. Anyhow, through its R&D competence and brand image which had consumed quite a lot of its own resources, Acer gradually got to stand alone without relying on others any more, as well as to establish an excellent paragon of throwing away OEM operation and focusing on Brand Marketing.
