BIOS是一種燒錄於電腦主板的韌體，所有使用CISC架構的x86/x64電腦系統，包含伺服器、桌上型電腦、筆記型電腦及平板電腦，在開機時皆需要執行BIOS程式碼，才能順利開機進入作業系統。「BIOS」起源於Digital Research Inc.的Gary Kildall於西元1976年開發出來的微電腦，描述在開機階段載入微電腦，協助作業系統與硬體溝通的程式碼，IBM於1981年開發出針對第一台個人電腦設計的BIOS韌體，隨後Phoenix於1984年開發出業界第一套可授權給個人電腦製造商使用的BIOS韌體原始碼，從此開啟BIOS市場的發展，BIOS廠商成為個人電腦製造商重要的技術伙伴。
筆記型電腦市場自1999年起開始呈現高度成長態勢，每年幾乎都維持20%左右的成長，甚至在2009年超越桌上型電腦出貨量，成為個人電腦市場的主要成長動能，然而，自蘋果電腦 (Apple) 於2010年推出iPad以來，平板電腦風潮快速席捲整個消費性電子市場，消費者寧願掏錢購買平板電腦，卻不願意更新現有或購買新的筆記型電腦，再加上2012年Microsoft推出的Windows 8作業系統並無法帶動換機潮，導致筆記型電腦市場自1999年以來的高速成長動能消失，2012年甚至出現出貨量衰退的情況，同時也造成BIOS廠商的營收及獲利持續地下滑。
本研究之目的主要是探討BIOS在筆記型電腦產業中的市場現況及發展趨勢，搭配市場資料收集及深度訪談法，分析BIOS廠商之間的競爭態勢及市場發展趨勢，瞭解影響BIOS廠商競爭及獲利的因素，並針對BIOS廠商可能採取的競爭策略提出建言及看法。

BIOS is a firmware burned onto computer mainboard. All x86/x64 computers designed with CISC architecture, including servers, desktop computers, notebook computers and tablets, need executing BIOS to boot into operating system. The BIOS originated from the microcomputer invented by Gary Kildall of Digital Research Inc. in 1976. BIOS was referred to the code loaded onto microcomputer during system boot and assisted communication between operating system and hardware. IBM developed BIOS firmware for world's first personal computer in 1981. Afterward, Phoenix developed first commercial BIOS firmware source code in 1984 and licensed to personal computer manufacturer. BIOS market started by this initiative and BIOS vendors became important technical partner of personal computer manufacturer.
Notebook computer market gained an average annual growth in shipment of 20% since 1999. Notebook computer even surpassed desktop computer shipment in 2009 and became growth momentum of personal computer market. However, after Apple Computer launched iPad since 2010, tablet has become most favorite product of consumer electronic market. Consumers were willing to purchase tablets, but did not want to upgrade or buy new notebook computers. Windows 8 launched in 2012 by Microsoft also cannot trigger consumers to upgrade their existing notebook computers. So, notebook computer market stopped growing, shipment even declined in 2012. Revenue and profit of BIOS vendors also declined continuously.
The purpose of this research is to study current market situation and market trend of BIOS in notebook computer industry. This research analyzes competitive status of BIOS vendors and BIOS market trend by market data collection and face-to-face interview to understand key factors for competitiveness and profit of BIOS vendors. In addition, this research illustrates findings and suggestions for competitive strategy of BIOS vendors.

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