顯示卡廠商於經營上長期面臨內外挑戰，於內受限於繪圖晶片供應由AMD 和NVIDIA兩大龍頭壟斷，以致營收及獲利受牽制，甚至於淡季時需接受上游廠商塞貨而庫存囤積；於外囿於市場波動或全球環境變化，如2017年9月到2018年3月間區塊鏈的興起帶動比特幣及以太幣挖礦風潮，讓顯示卡廠商業績大漲，卻也因熱潮急速退去遺留大批庫存套料造成顯示卡廠商年年營虧，爾後讓顯示卡廠商在雲端遊戲平台、AI人工智慧和機器學習萌起時，態度轉趨保守，未能提早投入資源，喪失商機。另，2020年全球新型冠狀肺炎（COVI-19）疫情盛行，嚴峻考驗全球經濟，為市場帶來更多不可預測性，連帶波及顯示卡廠商生存。

本研究對象之個案公司於顯示卡產業已扎根二十餘年，經歷內外部各項大小挑戰。此研究將探討個案公司概況，導用PEST分析從政治、經濟、社會與科技面向掃描影響因子，參考五力分析以瞭解企業競爭上的五個牽引力量，運用內部分析釐清個案競爭力，同時引用產品線BCG矩陣及SWOT分析評估個案公司優劣勢、商機與挑戰，最後藉由技術藍圖（T-Plan）審視外部市場驅動因子，協助個案公司應用核心技術並搭配有效內外部整合資源以制定產品戰略規劃與目標，鞏固永續經營利基。

Graphics card manufacturers have been confronting internal and external challenges for a long time. Internally, they are in a predicament caused by the monopoly of two graphics chip suppliers – AMD and NVIDIA, therein impacting their revenue and profits. Even at the slack season, they have no choice but to accept the upstream suppliers’ requests to take in the chips which begets the inventory accumulation. Externally, they are affected by the fluctuating market or changes in the global environment. For example, the rise of blockchain before 2018 drove the mining trend of Bitcoin and Ethereum to soar, and upheaved the graphics card manufacturers’ business to boom, nevertheless, this trend later faded rapidly and left the graphics card manufacturers with a large amount of inventory and led them to a loss for several years. As a result, later when the cloud gaming platform, artificial Intelligence, and machine-learning sprung up, graphics card manufacturers turned so conservative that they failed to invest resources in time and hence lost business opportunities. In addition, the outbreak of coronavirus pandemic（COVID-19）in 2020 hit the global economy severely and brought more unpredictability to the market, hence affected the survival of graphics card manufacturers.

The case company in this study has built its foundation in the graphics card industry for more than 20 years and has encountered various challenges internally or externally. This study will explore the case company’s profile, use the PEST analysis to scan the impact factors from the political, economic, social and technological aspects, refer to Porter’s five forces analysis model to understand the five undeniable forces in corporate competition, adopt internal analysis to clarify the competitiveness of the case, and quote the BCG matrix and SWOT analysis to evaluate the strengths and weaknesses, opportunities and threats of the case company, and finally apply the Technology Roadmap（T-Plan）to examine the driving factors in the external market and assist the case company to leverage core technology and effectively integrate internal and external resources so as to formulate product strategies and goals and solidify its niche for sustainable operations.

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