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題名 伺服器市場策略行銷 4C 分析-以英特爾為例
Strategic Marketing 4C Analysis of Server Market: A case study of Intel Inc.作者 郭曉潔
Kuo, Hsiao-Chieh貢獻者 邱志聖
Chiou, Jyh-Shen
郭曉潔
Kuo, Hsiao-Chieh關鍵詞 策略行銷4C架構
英特爾
超微
伺服器市場
雲端市場
Strategic marketing 4C
Intel
AMD
Cloud market
Server market日期 2020 上傳時間 1-Feb-2021 14:31:50 (UTC+8) 摘要 近年來，隨著電腦市場逐漸飽和，市場中流傳著「電腦已死」的消息，且隨著 新興科技的出現，包含大數據、物聯網、5G 等推升市場對於雲端運算的需求，各企業無不分散風險加入伺服器市場，就連半導體產業領導廠商 Intel 也不例外，在 2018 年時宣布公司從電腦中心轉變成數據優先的策略，並積極布局生態圈;而近年崛起的 AMD 亦在發表會上說明其對於資料中心市場的信心，並且以 CPU 整合 GPU 為主要的產品藍圖，望能搶下更多的市占率。因此，從兩大處理器廠商可得知其對於伺服器市場之重視，也讓此市場的競爭更加白熱化。 不論是在電腦或是伺服器市場，Intel 在過去一直穩居領導廠商寶座。然而， 在近年卻因 AMD 推出的 Zen 架構而使得 Intel 在電腦市場之市佔率不斷下降。雖然此情況在伺服器市場尚不明顯，Intel 目前仍掌握絕大部分之市佔率，但是在較不易變動的 B2B 市場之中，已經有許多龍頭企業開始與 AMD 合作，並且獲得顧客的青睞，在伺服器市場中對 Intel 造成不可忽視的威脅。 因此，本文想藉由策略行銷 4C 架構以宏觀且系統性的角度來看 Intel 在四個成 本-外顯單位效益成本、資訊搜尋成本、道德危機風險成本及專屬資產成本中與 AMD 各自之表現如何，試圖拆解在 Intel 市佔率下降的結果，其背後造成之原因為何，及在短期內必須改善的面向。最後給予 Intel 長短期的建議，以期鞏固 Intel 領導廠商之地位。
In recent years, as the PC market has been gradually saturated, the news that "The PC is dead" has been circulating in the market. With the emergence of emerging technologies, including Big Data, the Internet of Things, and 5G, the market’s demand for cloud computing has increased, so the enterprises had joined the server market to diversify the risks, even the semiconductor industry leader Intel is no exception. The Intel CEO Bob Swan announced that the company strategy will shift from PC-centric to data- centric and actively deploy the ecosystem. On the other hand, AMD, the rising star in this industry, also expressed its confidence in the data center market. Furthermore, AMD’s product portfolio, which is combined with CPU and GPU, is gaining more market share than before. Therefore, viewing from the strategies of the two major processor manufacturers, it goes without saying that the server market is an important battlefield for those tech giants.Whether it is in the PC or server market, Intel has always been the leading manufacturer. However, Intel`s market share in the PC market has been declining due to the Zen architecture introduced by AMD recently. Although the server market hasn’t been affected yet for Intel, which still controls the vast majority of the market share, many leading companies have begun to cooperate with AMD, which has won the favor of customers. Therefore, we can say that AMD poses a threat to Intel that it can’t ignore.To sum up, this article aims to analyze the server market based on the Strategic Marketing 4C framework and view from a macro and systematic perspective on Intel’s competition status against AMD, trying to disassemble the situation of the declining market share for Intel and the aspects they need to improve for both the short-term and long-term strategy.參考文獻 Amazon, Microsoft, Google and Alibaba Strengthen their Grip on the Public Cloud Market. (2019). Synergy Research Group. https://www.srgresearch.com/articles/amazon-microsoft-google-and-alibaba-strengthen-their-grip-public-cloud-marketAtkinson. (2020, February 24). 英特爾 2020 年 14 奈米產能提升 25%，將有效緩解處理器不足狀況 | TechNews 科技新報. TechNews. http://technews.tw/2020/02/24/intel-will-promote-14nm-capacity-at-2020/Author楊又肇. (2019, March 12). 與NVIDIA NVLink技術抗衡，Intel將以CXL開放架構推動伺服器超算能力. Mashdigi. https://mashdigi.com/intel-announced-cxl-technology-to-fight-nvidia-s-nvlink-in-hyper-computing/Bart Sano, B. C. (2019, August 8). AMD EPYC processors come to Google—and to Google Cloud . Google Cloud Blog. https://cloud.google.com/blog/products/compute/amd-epyc-processors-come-to-google-and-to-google-cloud?utm_source=share&utm_medium=ios_appData-Centric Competitive Tracking Program. (2020). GIA.Evan Burness. (2019, May 26). HB-series Azure Virtual Machines achieve cloud supercomputing milestone. Microsoft Azure Blog. https://azure.microsoft.com/en-us/blog/hb-series-azure-virtual-machines-achieve-cloud-supercomputing-milestone/Gartner Public Cloud Services, Worldwide. (2019). Gartner.GARY. (2019, December 12). AMD談處理器市佔目標：奪回曾經失去的市場！ . XFastest News. https://news.xfastest.com/amd/73588/amd-cpu-market-share/Hybrid Cloud Market worth $97.6 billion by 2023. (2018, August 22). MarketsandMarkets. https://www.marketsandmarkets.com/PressReleases/hybrid-cloud.aspIntel. (2019). 熱設計電源是否意味著真正的功耗？. https://www.intel.com.tw/content/www/tw/zh/support/articles/000031072/processors/intel-core-processors.html?wapkw=功耗Intel ® Modular Server System. (2008). Intel.Intel at 50: The 8086 and Operation Crush | Intel Newsroom. (2018). Intel Newsroom. https://newsroom.intel.com/news/intel-50-8086-operation-crush/#gs.8btgcvIntel Inside Program. (n.d.). Retrieved June20, 2020, from https://www.intel.sg/content/www/xa/en/company-overview/intel-inside-program.htmlIntel Logo - Intel Corporation headquartered in Santa Clara, California. (n.d.). Dewebsite. Retrieved June18, 2020, from http://www.dewebsite.org/logo/intel/intel.htmlIntel 處理器再被發現嚴重資安漏洞「ZombieLoad」，用戶請速更新系統，以防機密資料外洩 | 財團法人台灣網路資訊中心. (2019). TWCERT 台灣網路資訊中心. https://blog.twnic.net.tw/2019/06/13/4014/Jordan Novet. (2020, January 23). Intel (INTC) earnings Q4 2019. CNBC. https://www.cnbc.com/2020/01/23/intel-intc-earnings-q4-2019.htmlJulie Lass. (n.d.). AMD Expands AMD Fusion Partner Program | Advanced Micro Devices. AMD. Retrieved June20, 2020, from https://ir.amd.com/news-releases/news-release-details/amd-expands-amd-fusion-partner-programKatie Costello. (2019, April 2). Gartner Forecasts Worldwide Public Cloud Revenue to Grow 17.5 Percent in 2019. Gartner. https://www.gartner.com/en/newsroom/press-releases/2019-04-02-gartner-forecasts-worldwide-public-cloud-revenue-to-gLipp, M., Schwarz, M., &Maurice, C. (2020). Take A Way: Exploring the Security Implications of AMD’s Cache Way Predictors. ASIA CCS - ACM Asia Conference on Computer and Communications Security.Marquart, F., &Naderer, B. (2016). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. In Schlüsselwerke der Medienwirkungsforschung (pp. 231–242). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-09923-7_20MoneyDJ. (2020, January 8). 雲端調查：微軟 Azure 獲大型企業青睞，採用率超越 AWS . TechNews 科技新報. http://technews.tw/2020/01/08/microsoft-azure-adoption-rate/Nathaniel Mott. (2020, February 18). AMD Epyc Expands Inside Google Cloud . Tom’s Hardware. https://www.tomshardware.com/news/amd-epyc-expands-inside-google-cloudNorrod, F. (2020). Data Center Leadership. In AMD.Papermaster, M. (2020). Future of High Performance.Philip Kotler, W. P. (2010). Ingredient Branding: Making the Invisible Visible. In Springer. https://doi.org/10.1017/CBO9781107415324.004Pierre Dandumont. (2008, September 2). K7/Athlon: A Killer - Imitation To Innovation: AMD’s Best CPUs | . Tom’s Hardware. https://www.tomshardware.com/reviews/amd-cpu-history,2008-7.htmlPositive Technologies: Unfixable vulnerability in Intel chipsets threatens users and content rightsholders. (2020, March 5). Positive Technologies. https://www.ptsecurity.com/ww-en/about/news/unfixable-vulnerability-in-intel-chipsets-threatens-users-and-content-rightsholders/Release 11.7 Documentation. (2017). Progress OpenEdge. https://documentation.progress.com/output/ua/OpenEdge_latest/index.html#page/gspub/release-11.7-documentation-set.htmlSchnaars, S. (2002). Managing Imitation Strategies (1st ed.). Free Press. https://www.amazon.com/Managing-Imitation-Strategies-Steven-Schnaars/dp/0743242653Sebastian Moss. (2020, June 8). Amazon Web Services adds 2nd Gen AMD Epyc EC2 instances . DCD. https://www.datacenterdynamics.com/en/news/amazon-web-services-adds-2nd-gen-amd-epyc-ec2-instances/Su, L. (2020). Financial Analyst Day 2020- Building the best. AMD.Tech Company Logos Reinvented . (2014, March 31). Intel Newsroom. https://newsroom.intel.com/editorials/tech-company-logos-reinvented/#gs.8dsuhfTom Warren. (2019, November 13). Intel is still struggling with the truth about its processor security flaws - The Verge. The Verge. https://www.theverge.com/2019/11/13/20962667/intel-processor-security-vulnerabilities-researchers-disclosureUsman Pirzada. (2019, January 29). First Look: Intel vs AMD EPYC AWS Cloud (IaaS) Benchmarks. WCCFTECH. https://wccftech.com/first-look-intel-vs-amd-epyc-aws-cloud-iaas-benchmarks/VANESSA. (2019, August 28). 推土機處理器多核官司了結：AMD賠付1250萬美元 . XFastest News. https://news.xfastest.com/amd/68824/fx-amd-1250/Villars, R., Research, Barnard, C., Cooke, J., Duncan, G., Middleton, S. G., &Venkatraman, A. (2019). IDC FutureScape: Worldwide Datacenter 2020 Predictions.Watts, D., &Ilya, K. (2020). Lenovo ThinkSystem SR530 Server (Xeon SP Gen 1). Lenovo Press. https://lenovopress.com/lp0639-thinksystem-sr530-server-xeon-sp-gen1What is a Server? (2019, June 30). Computer Hope. https://www.computerhope.com/jargon/s/server.htmWorldwide Server Market Revenue Grew 7.5% Year Over Year in the Fourth Quarter of 2019, According to IDC. (2020). IDC. https://www.idc.com/getdoc.jsp?containerId=prUS46132420伺服器是什麼？有哪些種類？. (2012, March 5). StockFeel 股感. https://www.stockfeel.com.tw/伺服器是什麼？有哪些種類？/市場報導 ： 英特爾、微軟與亞馬遜以不同方式搶進AI晶片 . (2019, December 17). 科技產業資訊室(IKnow). http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=16243張以忠、趙慶翔. (2020). 2020年伺服器產業迎春風 供應鏈誰受惠？. MoneyDJ理財網. https://www.moneydj.com/focus/Article/2020年伺服器產業迎春風 供應鏈誰受惠？-637145986969345468徐康沛. (2019, December 31). 2019、2020年台廠伺服器出貨 緯創集團與廣達成長性高. Digitimes. https://www.digitimes.com.tw/tech/rpt/rpt_show.asp?cnlid=3&researchhome=&pack=13769&packsale=&pro=y&proname=&cat=&v=20191231-305&n=1東尼. (2020). 資料中心Data Center【Part 1─介紹】 | . 淺談股海-科技產業股票投資研究. https://www.industryba.com/datacenter1林彥希（政治大學). (2016). 台灣伺服器廠商產品行銷與國際市場進入發展策略.楊青蓉. (2002, September 17). AMD推出系列品牌推廣活動. CTIMES. https://ctimes.com.tw/DispNews/tw/AMD/麥肯廣告/Rob-Herb/微處理器/0209171845GG.shtml涂志豪. (2019, November 7). AMD EPYC處理器與Radeon Instinct加速器打造最新Azure虛擬機器 . 中時電子報. https://www.chinatimes.com/amp/realtimenews/20191107001468-263401資料中心通訊零組件技術與市場發展分析. (2020). MIC.賈曉邊. (2018, August 8). TA是史上最失敗的CPU 也是AMD登上巅峰的垫脚石. PConline太平洋電腦網. https://diy.pconline.com.cn/1156/11568988_all.html#content_page_2邱志聖. (2014). 策略行銷分析：架構與實務應用(四版) (4th ed.). https://www.books.com.tw/products/0010642881陳曉莉. (2017, March 9). 微軟與高通、Cavium聯手打造ARM架構Windows伺服器 . IThome. https://www.ithome.com.tw/news/112643黃宏治. (2020, May 25). 英特爾失策CPU大缺貨. 今周刊, 9. https://www.businesstoday.com.tw/article/category/80402/post/200005250042/英特爾失策 ＣＰＵ大缺貨 p.9龔存宇. (2019a). 2019 下半年伺服器專用型處理器關鍵大 廠布局動態評析. MIC.龔存宇. (2019b). 2019 年全球伺服器產業變化. MIC 財團法人資訊工業策進會.龔存宇. (2020). 全球伺服器市場五年預測 2020-2024. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363097資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363097 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor Chiou, Jyh-Shen en_US dc.contributor.author (Authors) 郭曉潔 zh_TW dc.contributor.author (Authors) Kuo, Hsiao-Chieh en_US dc.creator (作者) 郭曉潔 zh_TW dc.creator (作者) Kuo, Hsiao-Chieh en_US dc.date (日期) 2020 en_US dc.date.accessioned 1-Feb-2021 14:31:50 (UTC+8) - dc.date.available 1-Feb-2021 14:31:50 (UTC+8) - dc.date.issued (上傳時間) 1-Feb-2021 14:31:50 (UTC+8) - dc.identifier (Other Identifiers) G0107363097 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/133985 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 107363097 zh_TW dc.description.abstract (摘要) 近年來，隨著電腦市場逐漸飽和，市場中流傳著「電腦已死」的消息，且隨著 新興科技的出現，包含大數據、物聯網、5G 等推升市場對於雲端運算的需求，各企業無不分散風險加入伺服器市場，就連半導體產業領導廠商 Intel 也不例外，在 2018 年時宣布公司從電腦中心轉變成數據優先的策略，並積極布局生態圈;而近年崛起的 AMD 亦在發表會上說明其對於資料中心市場的信心，並且以 CPU 整合 GPU 為主要的產品藍圖，望能搶下更多的市占率。因此，從兩大處理器廠商可得知其對於伺服器市場之重視，也讓此市場的競爭更加白熱化。 不論是在電腦或是伺服器市場，Intel 在過去一直穩居領導廠商寶座。然而， 在近年卻因 AMD 推出的 Zen 架構而使得 Intel 在電腦市場之市佔率不斷下降。雖然此情況在伺服器市場尚不明顯，Intel 目前仍掌握絕大部分之市佔率，但是在較不易變動的 B2B 市場之中，已經有許多龍頭企業開始與 AMD 合作，並且獲得顧客的青睞，在伺服器市場中對 Intel 造成不可忽視的威脅。 因此，本文想藉由策略行銷 4C 架構以宏觀且系統性的角度來看 Intel 在四個成 本-外顯單位效益成本、資訊搜尋成本、道德危機風險成本及專屬資產成本中與 AMD 各自之表現如何，試圖拆解在 Intel 市佔率下降的結果，其背後造成之原因為何，及在短期內必須改善的面向。最後給予 Intel 長短期的建議，以期鞏固 Intel 領導廠商之地位。 zh_TW dc.description.abstract (摘要) In recent years, as the PC market has been gradually saturated, the news that "The PC is dead" has been circulating in the market. With the emergence of emerging technologies, including Big Data, the Internet of Things, and 5G, the market’s demand for cloud computing has increased, so the enterprises had joined the server market to diversify the risks, even the semiconductor industry leader Intel is no exception. The Intel CEO Bob Swan announced that the company strategy will shift from PC-centric to data- centric and actively deploy the ecosystem. On the other hand, AMD, the rising star in this industry, also expressed its confidence in the data center market. Furthermore, AMD’s product portfolio, which is combined with CPU and GPU, is gaining more market share than before. Therefore, viewing from the strategies of the two major processor manufacturers, it goes without saying that the server market is an important battlefield for those tech giants.Whether it is in the PC or server market, Intel has always been the leading manufacturer. However, Intel`s market share in the PC market has been declining due to the Zen architecture introduced by AMD recently. Although the server market hasn’t been affected yet for Intel, which still controls the vast majority of the market share, many leading companies have begun to cooperate with AMD, which has won the favor of customers. Therefore, we can say that AMD poses a threat to Intel that it can’t ignore.To sum up, this article aims to analyze the server market based on the Strategic Marketing 4C framework and view from a macro and systematic perspective on Intel’s competition status against AMD, trying to disassemble the situation of the declining market share for Intel and the aspects they need to improve for both the short-term and long-term strategy. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究方法與限制 2第二章 文獻探討 4第一節 策略行銷分析之4C理論 4第三章 研究產業分析 9第一節 伺服器介紹 9第二節 伺服器產業分析 14第四章 研究對象個案分析 26第一節 英特爾介紹 26第二節 超微介紹 38第三節 小結 48第五章 研究個案策略行銷4C分析 49第一節 外顯單位效益成本(C1)分析 49第二節 資訊搜尋成本(C2)分析 57第三節 道德危機成本(C3)分析 68第四節 買者專屬陷入成本(C4)分析 75第六章 結論及建議 78第一節 結論 78第二節 建議 80參考文獻 84 zh_TW dc.format.extent 3032277 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363097 en_US dc.subject (關鍵詞) 策略行銷4C架構 zh_TW dc.subject (關鍵詞) 英特爾 zh_TW dc.subject (關鍵詞) 超微 zh_TW dc.subject (關鍵詞) 伺服器市場 zh_TW dc.subject (關鍵詞) 雲端市場 zh_TW dc.subject (關鍵詞) Strategic marketing 4C en_US dc.subject (關鍵詞) Intel en_US dc.subject (關鍵詞) AMD en_US dc.subject (關鍵詞) Cloud market en_US dc.subject (關鍵詞) Server market en_US dc.title (題名) 伺服器市場策略行銷 4C 分析-以英特爾為例 zh_TW dc.title (題名) Strategic Marketing 4C Analysis of Server Market: A case study of Intel Inc. en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Amazon, Microsoft, Google and Alibaba Strengthen their Grip on the Public Cloud Market. 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