建構電競單車的競爭優勢：曜越數位轉型之路

Create the Competitive Advantage for e-Sports Cycling: The Digital Transformation of Thermaltake

曜越科技，一家電競電腦設備製造商，因應疫情將實體展覽轉型為線上商品展，進而培養出數位傳播能力和媒體團隊，而這些新的組織資源成為後續創立新單車事業的重要基礎。當面對新單車事業的市場拓展策略選擇，究竟曜越應選擇傳統的經銷商擴展戰略，還是運用組織資源來創建新的電競單車行銷模式？本研究運用Verhoef et al.（2021）的數位轉型三階段理論，闡述曜越科技如何通過首次線上商品展實現數位化。此外，採用Nevo and Wade（2011）的數位資產賦能模型，探討公司如何整合組織資源與數位資產，創造「電競單車」新商業模式，實現數位轉型，創造新價值並建立競爭優勢。本文以曜越科技電競單車案例分析，旨在為企業提供如何利用資源和能力進行轉型創新的參考。

Thermaltake Technology, a gaming computer equipment manufacturer, adapted to the COVID-19 pandemic by digitalizing and launching online product exhibitions, enhancing its digital communication capability. These new organizational resources became important in creating a cycling business. Thermaltake faced expansion strategies and pondered between following traditional dealerships or leveraging its digital prowess for an innovative e-sports bicycle marketing model. This case study applies Verhoef et al. (2021) three-stage digital transformation theory, demonstrating the company’s initial digitalization through online product exhibitions. Additionally, it utilizes Nevo and Wade (2011) IT-enabled resources model to discuss how Thermaltake’s digital capabilities, integrated with its organization resources, can forge a unique“e-sports bicycles”business model. This model not only signifies digital transformation but also carves new value and competitive edges. The article serves as a guide for businesses to use resources and capabilities for strategic digital transformation and innovation.