研究生: |
宋明遠 Ming-Yuan Song |
---|---|
論文名稱: |
微軟後 PC 時代的營運策略之探討 Strategic Research of Post Personal Computer Era of Microsoft |
指導教授: |
黃世禎
Sun-Jen Huang |
口試委員: |
李國光
Gwo-Guang Lee 張琬喻 Woan-yuh Jang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 資訊管理系 Department of Information Management |
論文出版年: | 2013 |
畢業學年度: | 101 |
語文別: | 中文 |
論文頁數: | 91 |
中文關鍵詞: | 多角化策略 、組織變革 、創新管理 、SWOT 分析 |
外文關鍵詞: | diversification, organization management, Innovation Management, SWOT analysis |
相關次數: | 點閱:477 下載:2 |
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微軟以 Windows 作業系統和 Office 軟體,奠定了軟體產業的地位,也透過多角化的經營讓組織不斷的擴大;然而,隨著組織政策的改變,微軟內部漸漸的孳生許多問題,如創新能力不足、研發進展效率不足、和市場反應力弱等。若在當時同樣的情況下,微軟應該怎麼進行組織的改革才不至於使問題進一步擴大?應該如何降低員工對改革的反彈呢?到了 2010 年,蘋果電腦推出 iPad,獲得空前的成功,平板電腦的時代也悄悄的揭開序幕。微軟的作業系統 Windows 7,無法相應平板電腦的需求。試想蘋果電腦的創新產品,對微軟的影響是什麼? 微軟又應該如何反擊?
2012 年微軟宣布 Windows 8 即將上市,不但導入了觸控界面,在使用上更符合平板電腦的使用需求,作業系統核心可同時應用於手機與平板電腦。但是在正式上市前,微軟應該做些什麼?他們如何知道 Windows 8 足以反攻市場呢?另一方面,他們也推出自有硬體-Surface,但是過去的合作夥伴大力反彈,對台灣微軟而言,多數 PC 廠商都來自台灣,這使得微軟台灣分公司必須直接面對這些 PC 廠的抗議,使得 windows 8 的銷售面臨裡外不是人的兩難。台灣微軟的經理人應該如何處理這樣的難題呢?
在本個案分析是由新聞蒐集、公開出版物和訪談結果所建構而成,隨著個案公司業務與產業的演進,提出管理上的問題;隨之提供組織管理理論與行銷理論,供學生思考與學習分析,以達到個案的教學目標。
With the success of Windows and Office Software, Microsoft used to take the lion share in software industry. The organization expanded by the diversification strategies as well. However, as the change of organization policies, there were some problems grown gradually such as the lack of innovation, operational inefficiency, and low ability of market response. What should Microsoft have done to solve those problems? What should they have done to decrease the reluctance between employees? In 2010, Apple released iPad and it was a big success which made its stock price rise rapidly. The era of tablet comes to the computer market. Meanwhile, the operation system of Microsoft-Windows 7 cannot work in tablet since it was designed for desktop and laptop. Try to brainstorm, with such innovative product like iPad, how did it influence Microsoft? What could Microsoft have reacted?
Microsoft went into the period of preparation. Then, they announced the Windows 8 release. This new operation system not only had touchable platform and was more suitable for tablet, but also could be applied on tablet, smartphone and personal computer. But how could Microsoft know that Windows 8 can win the heart of consumers? On the other hand, Microsoft developed its own tablet and the disapproval and distrust were brought up between the PC brands. Since most of the PC brands were from Taiwan, Microsoft of Taiwan had to encounter the argument and distrust from all of Taiwanese brands which led the sale of Windows 8 into a dilemma. What should they do to face this challenge?
The Case Study was constructed by news, publications, and the result of interview. As the evolution of case company and industry, we brought up the managerial questions. Subsequently, we provided the organization theories and marketing theories to make students brainstorm and analyze to achieve the goal of case study.
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新聞資訊與網路文章來源
蘋果以 39%市占率領先美國智慧型手機市場,聯合新聞網,http://mag.udn.com/mag/digital/storypage.jsp?f_MAIN_ID=320&f_SUB_ID=2943
&f_ART_ID=449471
新舊霸主之爭,編年比較 Windows、iPhone 霸業,Wired,http://wired.tw/2012/09/27/blogger-windows-vs-iphone/index.html。
Numbers don't lie: Apple's ascent eviscerates Microsoft,The Register,http://www.theregister.co.uk/2012/07/05/microsoft_slippage/
蘋果歷代 iPhone 首發銷售情況,果迷網,http://www.guomii.com/posts/12154。
Apple Inc. Interactive Stock Charts,MarketWatch,http://www.marketwatch.com/investing/stock/aapl/charts?symb=AAPL&countrycode=US&time=100&startdate=1%2F4%2F2006&enddate=4%2F28%2F2013&freq=4&compidx=none&compind=none&comptemptext=Enter+Symbol%28s%29&comp=none&uf=7168&ma=1&maval=50&lf=1&lf2=4&lf3=0&type=2&size=2&style=1013
iPad turns 3,Euro iPhone News,http://euroiphonenews.com/wordpress/ipad-turns-3/
最新作業系統使用率,The Next Web,http://www.techbang.com/posts/11509-latest-operating-system-usage-survey-windows-7-windows-xp-and-windows-3982?related_post=true
iPad 3 橫空出世,PC 市場受到強烈衝擊,關注互聯網,http://www.zuitech.com/871.html
「績效主義」毀了新力公司,Concious Choices,http://thinkerckd.blogspot.com/2007/03/blog-post_14.html
微軟:Win8 已售出 6000 萬份 與 Win7 銷售速度相同,IT 之家,http://www.ithome.com/html/win8/34874.htm
微軟 Windows 8 已售出 6000 萬份,钜亨網,http://news.cnyes.com/Content/20130225/KH65UZWHWSTYY.shtml
Windows 8 難擋 PC 市場衰退,Surface 不無可能延伸至大尺寸 NB,Research,http://gb-www.digitimes.com.tw/tw/rpt/rpt_show.asp?CnlID=3&v=20121026-594&ct=1
Windows 8 上市 4 天賣出 400 萬套,距離年度 4 億套目標達成 1%,T 客邦,http://www.techbang.com/posts/11189-4-million-copies-sold-of-windows-8-at-4-days-from-400-million-goal-for-the-year-reached-1?related_post=true
微軟 2013 年發展的七大預測:充滿機會的一年,新浪網,http://digital.sina.com.hk/news/-7-1328803/1.html
微軟「失落的十年」,Vanity Fair,http://www.inside.com.tw/2012/07/18/vanity-fair-ms-lost-decade-part1
Win8 失敗 微軟快速淪為配角?,钜亨網,http://news.cnyes.com/Content/20130109/KH5H00KCQW77Q.shtml
比爾蓋茲坦言微軟創新不夠,智慧型手機策略失誤,Inside,http://www.inside.com.tw/2013/02/19/bill-gates-not-satisfied-with-microsoft-innovation
討回來!微軟強攻 Win 7 平板電腦和智慧手機!,CTIMES,http://www.ctimes.com.tw/DispNews-tw.asp?O=HJU7DAMTNFTSA-0MC6
台灣首款商用 Win 7 平板裝置--大眾電腦 FIC Tycoon,Mobile01,http://www.mobile01.com/newsdetail.php?id=10038
Windows 7 銷量破四億,成為銷售最快作業系統,網易科技,http://tech.163.com/11/0720/07/79CV322H000915BD.html
Win 7 成攔路虎,Win8 初期銷售業績難追 Win7 當年,IT 之家,http://www.ithome.com/html/win8/30619.htm
Android 應用程式,選擇多、自由度高,蘋果日報,http://www.appledaily.com.tw/appledaily/article/finance/20130407/34935562/%E9%81%94%E4%BA%BA%E8%AA%AA%E6%B3%95Android%E6%87%89%E7%94%A8%E7%A8%8B%E5%BC%8F%E9%81%B8%E6%93%87%E5%A4%9A%E8%87%AA%E7%94%B1%E5%BA%A6%E9%AB%98
Google Android 美國市佔率擊敗蘋果 iOS,三星居首功,MoneyDJ 理財網, http://www.moneydj.com/KMDJ/News/NewsViewer.aspx?a=47e89168-4f62-437f-960d-abf954afac0f
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IDC:Android 佔據 2012 年智慧型手機市場 68.8% 份額,第四季和之前有所下滑,techcrunch,http://chinese.engadget.com/2013/02/14/idc-android-surged-to-69-percent-smartphone-share-in-2012/
2013 全球 PC、平板和手機出貨量總計達 24 億台,MSN 3C 頻道,http://3c.msn.com.tw/article/1304110009/1
Win8 有長進!美調研:OS 佔有率 Win8 三月升至 3.2% ,MASH UP,http://www.mashup.tw/?p=5651
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微軟 CEO 來台固樁 密訪雙 A,中時電子報,http://news.chinatimes.com/focus/11050106/122012120800118.html
Acer CEO 王振堂:「Microsoft 做 Surface 平板應該三思而後行。」,Engadget 中文版,http://chinese.engadget.com/2012/08/07/acer-tells-microsoft-to-think-
twice-about-surface/
iPad vs iPad 2 前後代規格比較,Engadget,http://chinese.engadget.com/2011/03/02/ipad-2-vs-original-ipad-whats-changed/
iPad 不只是 iPhone 放大版 整合電子書、軟體商店、商業文書處理勢不可擋,科技商情,http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?CnlID=13&cat=80&id=0000168
654_BMY7KMWZ4B3FPC5QKBUHU&ct=1&PACKAGEID=3246。
iPad 採高規格、低售價策略 將直接衝擊 Netbook 與電子書市場 ,企業 IT 商情,http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?cnlid=13&packageid=3246&id=0000168651_4DR7HE944OEZ4E2B60QLU iPod sales per quarter,Apple Inc. Report,http://en.wikipedia.org/wiki/File:Ipod_sales_per_quarter.svg
Windows XP 上市十年,市占率仍不容小覷, Mobile01,http://www.mobile01.com/topicdetail.php?f=300&t=2415160。
桌機作業系統仍是微軟天下,钜亨網,http://news.cnyes.com/Content/20130104/KH5FY48CTWGVI.shtml
Windows 7 overtakes Windows XP’s U.S. market share,WinRumors,http://www.winrumors.com/windows-7-overtakes-windows-xps-u-s-market-share/
Windows 7 超越老大哥 Windows XP,成為最高市佔率作業系統,T 客邦,http://www.techbang.com/posts/7259-windows-7-beyond-the-big-brother-windows-xp-the-operating-system-market-share-to-become-the-highest
IDC: Smartphones to outship feature phones for first time in 2013,Macdailynews,http://macdailynews.com/2013/03/04/idc-smartphones-to-outship-feature-phones-for-first-time-in-2013/
Microsoft Reports Record Fourth-Quarter and Full-Year Revenue,Microsoft,http://www.microsoft.com/en-us/news/press/2012/jul12/07-19fy12Q4earningsPR.aspx
三星、華碩平板表現強勁 蘋果連兩季下滑, udn 數位資訊, http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=453716#ixzz2TFOoT7b
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