| 摘要: | 本研究探討個案公司由原先的ODM消費型筆記型電腦產業，因國內廠商殺價競爭，不捨如此高度整合及大量資本技術投資的產業，無法發揮應有的價值，淪落為國際品牌代工、賺取微薄利潤的事業；於是下定決心砍掉重練，毅然捨棄既有代工生意，調整公司組織及商業模式，轉型到利基市場，發展成為以自我品牌，銷售全球的強固型電腦領導廠商。
研究內容由強固型電腦產品使用的情境，說明主要產品規格特性，並分別就市場規模、主要競爭廠商及市場進入障礙等，對產業概況做進一步說明。在個案公司介紹中，簡介公司沿革、公司願景與使命、公司經營策略及轉型面臨之重大問題及挑戰。
第四章則說明強固型電腦產品在汽車產業的應用，及個案公司在汽車產業的商業模式；藉由Alexander Osterwalder和Yves Pigneur於2010年所著的Business Model Generation一書中所提出的概念和框架，分別用商業九宮格（Business Model Canvas）的4個面向及九個重要要素，系統性的分析個案公司在歐洲汽車產業的三種商業模式差異(直接銷售給汽車製造商、透過系統整合商間接銷售給汽車製造商、與系統整合商合作銷售第三方汽車維修廠)，解釋企業的價值主張和競爭優勢。
最終在第五章，針對個案公司成立三十餘年來的經驗，就研發設計、生產製造、行銷業務、售後服務及營運認證等，歸納說明進入強固型電腦業界的建議，期望對規劃進入此產業的業者有所助益。;This thesis examines the case of a company that was originally in the ODM consumer notebook industry, but due to the competition from domestic manufacturers, the industry, which was highly integrated and heavily invested in capital and technology, was unable to realize the value of the industry and degenerated into a business of OEM for international brands, earning meager profits. The company adjusted the company′s organization and business model to transform into a niche market and developed into a leading manufacturer of ruggedized computers with its own brand and global sales.
The thesis describes the main product specifications and features in the context of rugged computing products, and further explains the industry overview in terms of market size, major competitors, and market entry barriers. In the case study, the company′s history, vision and mission, business strategy, and major issues and challenges of transformation are introduced.
The fourth chapter explains the application of ruggedized computer products in the automotive industry and the business model of the case company in the automotive industry. By using the concepts and framework proposed by Alexander Osterwalder and Yves Pigneur in their 2010 book Business Model Generation, systematically analyze the three business models of the case companies in the automotive industry using the four facets and nine important elements of the Business Model Canvas to explain the value proposition and competitive advantages of the companies.
Finally, Chapter 5 is the suggestion from the experience of the case company over the past 30 years, including R&D design, manufacturing, marketing, after-sales service, and operational certification, to help those who plan to enter the rugged computer industry. |
