本文旨在透過對個案W公司的探索式討論，輔以對個案公司主管以及主要通路商之質化訪談，分析中小企業經營策略之應用與發展。由於工業電腦日益受市場重視，除了傳統大廠外，許多中小型廠商亦在國內外市場開拓出傲人的市場版圖，其發展現況與未來挑戰備受學界與業界矚目。個案W公司目前已在中國大陸、美國、歐洲等地成立分公司或培育經銷商，並持續開發東北亞、中東、印度等地市場，其國內外經營策略之規劃與成效，為本研究檢證中小企業經營策略理論與實務的最佳對象。
基於此，本文研究目的主要有：（一）從台灣中小企業發展現況的回顧中歸納出國內外環境之機會與挑戰；（二）彙整國內外口碑行銷研究之理論及其實際操作方式；（三）利用個案研究探討中小企業經營策略在IPC產業之應用與啟示。研究結果顯示，處於當前網路通訊科技發達的時代，W公司除以組織變革與提升設計研發產能等維持其高度競爭力外，品牌管理策略來提高其市場詢問度，進而拓展其國際市場以及產品訂單。

This research aims to analyze the application and development of SMEs business strategy for IPC industries by exploring discuss and interview of W corporation’s general manager and its dealer. Recently, IPC industries get more attention because of their business expanding. W corporation had already established branch companies and dealer in China, U.S., Europe, and explored the new markets in North-Eastern Asia, Middle-East, India. Its planning and development of business are the best materials for verifying theory and practice of WOM marketing.
Based on this, this research has following three purposes: first of all, to sum up domestic and international chances and challenges by reviewing development of IPC industries in Taiwan; secondly, to clarify theories and practices of SMEs business strategy; thirdly, to explore application and implication of SMEs business strategy for IPC industries by case study. Research result shows that, although quality of production has the effect on clients’ purchase intention, but the image and visibility of brand remain the decisive factor of sustainable management in the era of internet communication.

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