宏碁國際化之個案研究

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Title:	宏碁國際化之個案研究
Other Titles:	Case study of Acer's internationalization
Authors:	郭麗卿;Kuo, Li-ching
Contributors:	淡江大學國際貿易學系國際企業學碩士在職專班黃志文;Huang, Chih-wen
Keywords:	國際化;品牌定義;品牌管理;地區發展策略;Internationalization;brand definition;region developing strategy
Date:	2006
Issue Date:	2010-01-11 01:51:20 (UTC+8)
Abstract:	宏碁的品牌國際化歷程與經驗，堪稱為台灣電子業的先驅且具有指標性的意義，宏碁經驗可以為台灣未來的品牌之路找到對的模式以及有效的出路；更激勵台灣企業對邁向國際品牌的信心，並相對讓台灣的國際形象有所提昇。採取宏碁為個案研究的動機在於探討國際化過程、全球運作實務、商業模式與產業整合的挑戰，佐以個案分析宏碁的國際化歷程，歸納訪談結果整理成章。本文分別提出以下三項主要之研究目的及研究發現：一、資訊產品品牌在通路經營與產業界整合所面臨的挑戰。二、建構完整供應鏈、掌握核心設計與全球運籌能力及最佳成本效益的關鍵。三、品牌經營與發展策略。宏碁國際化經驗是通路、行銷與管理。分析宏碁的成功關鍵因素得到如下發現：一、決策中心無國界及當地化管理二、建立共好概念與最出色通路合作三、宏碁琢磨獨有的供應鏈管理 In 2000, Acer announced a group-wide transformation by spun-off its manufacturing operation to focus on global brand-name marketing. In 2005, Acer has successfully become a global marketing and services company and ranking among the world''s top five branded PC vendors. The purpose of this research is aimed at discussion the (1) the effectiveness in managing global logistics, worldwide business channels and customer service (2) Infrastructure of building supply chain, core design competence and cost effective (3) Strategy of branding, technology, marketing know-how and region developing program. The results of this study are as follows:(1) an innovative business model and complete market intelligence (2) involves working with first-class PC suppliers and channel partners (3) global management team and decision making localization. According to the findings, this study has addressed the concept of brand internationalization in management and given proposition for discussion. Acer ensures a lasting completive advantage on optimum implementation key factors to create an effective operation and sustainable channel business model.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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