| Summary: | 碩士 === 淡江大學 === 中國大陸研究所 === 86 ===
The purpose of this study is to find the trends of PC industry development ia China and the Competing Strategy of Taiwan PC enterprises. To achieve this goal, this study utilize the way of case-study and secondary analysis to draw these inference. Therefore, understanding the Competing Strategy of PC market on Mainland China by interviewing with four Taiwan PC enterprises who have invested in China, and concluded these trends of PC industry development in China by combining and analyzing the secondary data, including the books, investigation reports and statistical data.
The major findings are:
(1) The basis of PC industry development in China is built upon the growth of the domestic market. Before the year of 2000, Its growth rate will be 3 or 4 times more than the global rate. The government of China will continue to actively intervene the PC industry development, to protect local companies in order to achieve efficiency and consolidation. Foreign companies are enjoying an outstanding performance in China with their strength in capital, technology and brand name.
(2) Quality, performance, pricing, service and brand name are the major factors to attract PC buyers in China. However, quality and performance will be less obvious because of the maturing of the PC products. Cost is critical to competitiveness in family user sector. Service and brand name should be emphasized. This will be the competing strategy to attract customers. Because of the impact of the internet and home electronics, future mainstream product in China should be simple to operate, with the capabilities of networking and multimedia.
(3) The motive to enter PC market in China is to get a domestic market share. Cooperation and localization can be the most important strategy. Product image, emphasis on service, multiple sales channel and lower cost are the important strategy to increase the market share.
(4) Local companies in China have the advantage of lower cost, government protection policy and local technical manpower. By means of joint venture and strategic alliance with foreign companies, one can increase the add-on value of the products and move toward differentiation and better competitiveness. Foreign companies have the edge of differentiation, they will reform the business stnicture and control the cost in order to be more competitive. The competitive advantages of Taiwanese enterprises are between foreign and local companies. This study suggests that Taiwanese enterprises to stress on lower the cost and good business image, proper alliance with local or foreign companies can promote competitive advantage in the market.
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