| Summary: | 碩士 === 國立成功大學 === 國際企業研究所 === 104 === Acer and Asus are two world-renowned technology brands rooted in Taiwan, also known as “Taiwan twin As”. Around 1990s, it was the golden age for Acer. The computers produced by Acer had owned a large amount of market ratio in the globe. Acer was a shining star and the pride of Taiwan. At that time, Asus was only an infant, trying to make its own way to grow up.
Yet twenty years later, around the beginning of 2016, the stock price of Acer has plummeted to 11, while the price of Asus is close to 270, not the best but quite good compared to the industry. The transformation of Acer went from strong to weak, and the growing of Asus went from beginner to advanced. What makes the two enterprises with the similar background have the same start, but the different development in 2016? In this ever-changing 3C industry, how do these two enterprises survive and continue sharpening its brands? What strategy should they take, to win this difficult game?
This article manages to use the historical information, including the company great events, news, scholar comments and articles, with the literature analytical method and case study method, trying to find the key successful factors of the two enterprises. SWOT analysis and the industry analysis are also comprised in this article. The author tries to apply what he learned in two-year graduate school life, and tries to provide some comments, possible advice, and encouragement for the Taiwanese brands
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