在今日全球電腦競爭白熱化的時代，宏碁能在歐洲市場取得領先地位殊屬不易。關於宏碁成功之因素，大部份文獻多從行銷技巧的角度予以解析。 本論文主張宏碁今日在歐洲市場的成功，不在其行銷技巧或行銷預算之大筆投入，在於整體公司策略變革與商業經營模式轉型所致，因此本論文認為宏碁在歐洲市場的關鍵成功因素有下列五點： (1)新宏碁改採第五型商業模式 (2)Gianfranco Lanci卓越的領導 (3)宏碁勇於從事組織改革與策略變革 (4)宏碁在歐洲建立有特色的通路策略 (5)我國政府與資訊產業界為宏碁提供必要支援 本論文在研究方法上以文獻分析與十字管理法證明命題成立的可能性相當高，也對想要了解宏碁在歐洲市場成功的原因提供另外一種解說與全面性的觀點。 Researches on Acer’s business strategy are quiet popular in business study, and most of these researches focus on Acer’s marketing skills.
In the research of this thesis, we have found Acer’s competitiveness in the European Market was not due to its marketing skill but in the transformation of business model and business strategy, which will be discussed in Chapter Four. The hypothesis of Acer’s competitiveness in European Market can be due to five success factors, and these key success factors are as following: (1)Acer adopted the fifth type business model (2)The leadership of Gianfranco Lanci (3)Acer’s transformation in its organization and business strategy (4)Acer has set up excellent distribution system (5)Taiwan government has offered Acer strong support
Through content analysis and MERSI (which analyze a company’s competitiveness through five sectors, mind, eco-system, resource, strategy, and implementation), we have found that five key success factors are highly related to Acer’s competitiveness in European Market. This thesis will provide anyone who wants to understand Acer’s competitiveness in European Market a whole new point of view.
