中國通路市場伺服器之營運策略─以A公司為研究對象

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题名:	中國通路市場伺服器之營運策略─以A公司為研究對象
作者:	林仕斌;Lin, Shih-Pin
贡献者:	高階主管企管碩士班
关键词:	伺服器;中國市場;營運策略;server;Chinese market;operation strategy
日期:	2018-10-08
上传时间:	2019-04-02 14:46:29 (UTC+8)
出版者:	國立中央大學
摘要:	近幾年隨著雲計算的大力發展、大資料時代的到來，大量企業的公有雲都開始向私有雲轉移，各大雲服務供應商對伺服器的需求量大幅上升。在過去，由於伺服器主要是企業自身使用，不論是自用還是託管所需要的伺服器管理軟體主要由伺服器廠商來提供，再加上對售後要求極高，儘管也可以自行DIY，但如果不是資金實在有限，不會有公司輕易自行組裝伺服器來自用，但這一切在雲計算時代被顛覆。正是這樣的時代發展背景下，白牌伺服器想要跟產業鏈早已成熟的國際品牌和具有政策保障的本土品牌競爭就必須及時調整自己的營運策略，才有望打開並佔領中國的伺服器市場。本公司從個案公司的情況出發，利用STP理論對其進行市場定位，再根據、4PS理論以及SWOT分析，對其產品、價格、通路、促銷、服務五個方面展開討論及策略優化，從而幫助其打開中國市場，同時也希望本研究的結果能推廣到與個案公司情況類似的企業發展道路中。;In recent years, with the rapid development of cloud computing and the advent of the era of big data, a large number of public cloud companies have begun to shift to private clouds. The demand for servers by major cloud service providers has risen sharply. In the past, because the server was mainly used by the enterprises themselves, the server management software required by the users themselves or managed mainly by the server manufacturers to provide, coupled with the high demand for after-sales, although it can DIY, but if it is not limited funds, there will be no company to easily assemble their own servers for use, but all this is subverted in the age of cloud computing. It is against such a background that the white card server needs to adjust its operation strategy in time if it wants to compete with the already established international brand in the industry chain and the local brand with policy guarantee, so that it hopes to open and occupy the server market in China. Based on the situation of individual companies, this paper uses the STP theory to locate its market. Based on the 4PS theory and SWOT analysis, our study discusses and strategically optimizes its products, prices, pipelines, promotions and services so as to help them Open up the Chinese market, and at the same time, hope that the results of this study can be extended to the enterprise development path similar to that of the case companies.
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