在新冠肺炎Covid-19 的影響下，全球經濟受到嚴重衝擊，各產業的經濟損失皆難以估計。然而，隨著疫情在全球不斷蔓延，政府及民眾也逐漸意識到空氣傳播的影響力和空氣清淨的重要性，空氣清淨產業也因此成為商機無限的產業。而由於社會大眾對於商用市場以及商用產品如新風系統、全熱交換器等空氣清淨改善設備則較為陌生，故本研究將針對空氣清靜市場中的商用市場進行資料剖析。由於空氣清淨的商用市場目前在市面上尚未有豐富資訊，故本研究以宏碁旗下空氣品質新創企業-宏碁智新為例，進行個案質性分析。本研究除了探討宏碁智新運營模式及公司對公司(B2B)的市場開發模式，亦透過「五力分析」、「SWOT分析」、和「資源基礎觀點」了解空氣清淨產業環境現況以及個案公司內部核心資源，同時更藉由分析個案公司的發展「策略定位」了解其「競爭優勢」。本研究發現，宏碁智新之所以能在此市場立足，擁有母公司宏碁的品牌知名度以及資源為主要發展優勢。宏碁智新無論在生產、銷售、研發面上皆有母公司的資源支持，因此在營運層面無需太多顧慮，人力資源的配置以及如何擬定未來
市場發展路線才是燃眉之急。而對於空氣清淨市場的未來發展，本研究亦發現，儘管空氣清淨市場目前看似為藍海市場且競爭廠商少，然而因產品同質性高、社會大眾高度倚賴品牌知名度進行購買決策，產業內競爭實則相當激烈，未來若有新進企業欲進入空氣清淨的商用市場將會面臨許多挑戰。

As the Covid-19 pandemic continues to spread, governments and people are more aware of the impact of airborne transmission and the importance of air purification; therefore, the market for air purification industry is driven by the epidemic, becoming a profitable industry with unlimited opportunities. Currently there is limited business market information of air purification industry, so this research takes AcerPure, an air purification company, as the object to conduct qualitative case study. This research uses five forces analysis, SWOT analysis, and
resource-based viewpoint to understand the external and internal environment of AcerPure. Furthermore, this research provides insights of AcerPure's future development by analyzing the strategic positioning and competitive advantages. In this study, we found that the main advantages for AcerPure to obtain a huge market share of air purification industry is because of Acer's brand awareness and resources. As for the future development of the air purification market, this study also
found that due to the high homogeneity of products and the public's high reliance on brand awareness for purchasing decisions, the competition within the industry is quite competitive.

論文審定書 .................................................................................................. i
誌謝 ..............................................................................................................ii
摘要 ............................................................................................................ iii
Abstract....................................................................................................... iv
Table of Contents ........................................................................................ v
Table of Figures ......................................................................................... vii
Table of Tables .......................................................................................... viii
Chapter 1. Introduction............................................................................... 1
1.1 Research Motivations ............................................................................ 1
1.2 Research Purpose .................................................................................. 3
1.3 Research Process ................................................................................... 4
Chapter 2. Literature Review ...................................................................... 5
2.1 Five Forces Analysis ............................................................................... 5
2.2 SWOT Analysis ..................................................................................... 10
2.3 Resource-Based View Theory ............................................................. 13
2.4 Strategic Positioning ........................................................................... 17
2.5 Competitive Advantage ....................................................................... 19
2.6 Strategic Alliance ................................................................................. 21
Chapter 3. Methodology ........................................................................... 22
3.1 Research Methods ............................................................................... 22
3.2 Research Conceptual Framework ....................................................... 24
Chapter 4. Industry and Case Introduction .............................................. 25
4.1 Industry Introduction .......................................................................... 25
4.2 Case Introduction ................................................................................ 33
Chapter 5. Case Analysis ........................................................................... 42
5.1 Five Forces Analysis of Case Study ..................................................... 42
5.2 Case SWOT Analysis ............................................................................ 47
5.3 Case Analysis of Resource-Based View Theory .................................. 49
5.4 Case Analysis of Strategic Positioning ................................................ 53
5.5 Competitive Strategy of The Case ...................................................... 56
Chapter 6. Conclusions and Suggestion .................................................. 58
6.1 Research Conclusion............................................................................ 58
6.2 Research Suggestion ........................................................................... 60
6.3 Research Limitation ............................................................................ 62
Reference ................................................................................................... 63
English Reference ...................................................................................... 63
Mandarin Reference .................................................................................. 66
Internet Reference .................................................................................... 67

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