電競主機板產業的結構─行為─績效分析

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题名:	電競主機板產業的結構─行為─績效分析
作者:	范振隆;Fan, Chen-Lung
贡献者:	高階主管企管碩士班
关键词:	電競;主機板;S-C-P;motherboard;Structure Conduct Performance
日期:	2020-06-23
上传时间:	2020-09-02 16:55:30 (UTC+8)
出版者:	國立中央大學
摘要:	台灣的主機板產業的總產量與產值居全球之冠，全球市占率高達八成以上，但產業已步入衰退期，並受到筆記型電腦、平板電腦、大尺寸智慧手機及智慧穿戴裝置等產品的排擠，市場規模不斷萎縮。近年來電競產業興起，主機板廠商趁此機會，積極發展高階的電競主機板產品，期待藉由開拓新業務，帶動營收與獲利。本文運用產業經濟學中的「結構-行為-績效」 (Structure-Conduct-Performance, S-C-P) 架構理論，分析主機板產業之市場結構、廠商行為與經營績效，以及電競產業的發展現況，探討台灣四大電競主機板廠商所處的產業狀況，並對於產業的未來提出策略建議。研究結果發現，主機板產業為寡占市場，並呈現大者恆大的趨勢，新進廠商不易進入此市場。各家廠商的產品、行銷、市場均高度重疊，彼此間的競爭非常激烈。隨著電競產業興起，廠商各自推出電競次品牌，並發展出電競主機板。但電競主機板的需求仍不敵產業的衰退，就財務績效來看，電競主機板的需求無法有效帶動主機板的銷售成長，對於獲利亦未明顯帶來助益。;The total shipment value and volume of Taiwan ’s motherboard industry ranks first place in the world, with a global market share of more than 80%. Due to the motherboard industry has entered a recession period and seriously impacted by notebook PC, tablet PC, large-sized smartphones, and smart wearable devices, the market size is gradually shrinking. With the rise of the e-sports industry in recent years, motherboard manufacturers have taken advantage of this opportunity to actively develop high-end gaming motherboard products, and look forward to driving revenue and profitability by opening up new businesses. This article uses the "Structure-Conduct-Performance" (SCP) theory in industrial economics to analyze the market structure, vendor behavior, and operating performance of the motherboard industry, and the current development of the e-sports industry. To discuss the situation of four major gaming motherboard manufacturers in Taiwan, and put forward strategic suggestions for the future of the industry. The results of the study found that the motherboard industry is an oligopolistic market and presents the trend of the first tier market leaders are getting bigger and bigger, and it is very difficult for new entrants to enter this market. The products, marketing, and market segments of the four major gaming motherboard manufacturers are highly overlapping, and the competition is highly intense. With the rise of the e-sports industry, motherboard manufacturers have launched new gaming brands and developed gaming motherboards. However, the demand for gaming motherboards is still unable to resist the decline of the industry. From the perspective of financial performance, the demand for gaming motherboards cannot effectively drive the growth of motherboard sales, nor does it significantly benefit profits.
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