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| 题名: | 科技企業併購策略動機：以Google與HTC為案例研究
Strategic Motivation for a Merger and Acquisition of the Technological Firm: The Case Study of Google and HTC |
| 作者: | 彭昱鈞
Peng, Yu-Chun |
| 贡献者: | 鄭至甫
Jeng, Jyh-Fu
彭昱鈞
Peng, Yu-Chun |
| 关键词: | 併購
智慧型手機
競爭策略
Google
HTC
Android
M&A
Smartphone |
| 日期: | 2018 |
| 上传时间: | 2018-08-29 15:49:24 (UTC+8) |
| 摘要: | Google與HTC在2017年9月21日共同宣布，Google以11億美金（約合新台幣330億元）併購HTC智慧型手機的代工團隊，該併購案隨後在2018年1月30日宣布雙方完成所有併購細節協商並執行完成。HTC為智慧型手機的製造商，曾是智慧型手機產業的先行者，但近幾年卻於市場上節節敗退。Google為智慧型手機上Android作業系統的提供廠商，但同時也於2016年開始進入智慧型手機的硬體市場，推出Pixel手機。
本論文就此併購個案，深入探討本案的過程，並分析智慧型手機市場的演變與現況，藉此探討Google此併購HTC案的策略意涵，並運用瞬時競爭策略分析與策略鑽石架構理論，分析Google企業整體的策略方向。
本研究發現，因為資訊產業的演變，從以PC為主的網際網路逐步轉移由以行動裝置與物聯網組成大量資訊流的網路，Google欲在這樣的轉變中擷取優勢，進而發展多角化的硬體平台方向，並向市場提供由Google自行設計的Pixel智慧型手機，藉以讓Android使用者能擁有更完整的Google體驗與使用程度。此外，本文亦以探討本併購案在決策過程背後需考量的因素，分析HTC是否符合這些考量，進而了解為何Google選擇HTC成為併購對象。
A major announcement was made by Google and HTC that Google would acquire the HTC’s smartphone division team for 1.1 billion US Dollars on the 21st of September 2017. On the 30th of January 2018, this deal has been completed. HTC, once the leading smartphone manufacturing company in the world, has suffered from its market share since 2012. It is interesting to observe that HTC was one of the major Android OS providers while Google began to enter the smartphone hardware market in 2016 when it launched the Pixel phone.
This study aims to investigate this M&A case and to analyze the evolution and current situation of smartphone market. In addition, it is to explore the managerial strategies and implications in this case by adopting competitive advantages and diamond model, in order to understand Google’s strategy on smartphone market.
This study finds out that, due to the change of information industry that in the past, consumer behavior on using Internet has transfer from PC to smartphone. Google has been aware of this situation and would like to gain the competitiveness from this trend. Under this circumstance, the diversity of hardware is considered and evaluated by Google and thus, Pixel phone designed by Google itself was launched. This was to enhance the user to have better Google experience and then, stick to Google’s services. Additionally, this thesis also provides insights by this M&A case and why Google chose HTC’s smartphone division team. |
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| 描述: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
103932063 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0103932063 |
| 数据类型: | thesis |
| DOI: | 10.6814/THE.NCCU.EMBA.065.2018.F08 |
| 显示于类别: | [經營管理碩士學程EMBA] 學位論文
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