嵌入式微電腦控制器應用涵蓋面非常廣泛，例如:國防工業、航太工業、工業自動化、家用電器、車用電子、消費性電子產品等，嵌入式微電腦相對與通用電腦不同之處，是必需和各個不同行業應用相結合，所需具備的專業能力，更多於通用電腦以外的知識，研發人員往往是各個應用領域的專家，也因應用領域的不同，這個產業充滿著競爭、機遇與創新，也屬於一個分散型的工業，即使存在著主流體系結構，但決不是由少數公司或產品能夠壟斷市場。台灣電子產業的上中下游供應鏈完整，相較於國外廠商有相對的優勢，發展前景依舊看好，在終端產品系統架構裡，嵌入式微電腦控制器屬於零組件，系統組裝業者極少涉入設計與製造，也由於其應用層面寬廣，產品和技術的高度分散，且具少量多樣及客製化特性，適合中小規模高度專業技術的公司發展。
該產業由於具有量身訂作、少量多樣等特性，在電子相關產業中始終被視為高附加價值的利基型市場，近年來應用技術逐漸普及化，市場在眾多競爭者的加入競逐影響，廠商面臨衝擊與成長的壓力，過去只專注於「技術」及「品質」的維護，已無法滿足多元化的市場需求；經營的本質在於活動與佈局，如何徹底的分析市場了解顧客需求，運用有限的企業資源與能量，強化企業競爭力，鎖定產業的發展趨勢，緊密結合研發、製造與行銷這三方的核心能力，擬定最佳的整體經營策略，是經營者亟須了解的答案。
本研究之目的，在探討個案 AWTech 公司所處產業中，其特性、現況、趨勢及所具備之核心能力；經由分析了解市場、產品及顧客後，歸納出個案 AWTech 公司在該產業中所擁有的資源與能力，企業外部環境的機會與威脅與企業內部的優劣勢，以創新與獨特路徑，擬定有效可行的整體經營發展策略，在競爭市場上達成國際化目標。
研究之主要結論如下:
1.創業階段的成功並不能保證，未來的經營也能持續成功，必需考慮環境因素、市場需求、產品定位、顧客行為模式等因素，適時修正營運策略及發展方向。
2.強化公司的核心能力，集中資源選擇切合實際的產品與市場為發展方向，將資源做最有效的利用，並將該完成的任務準確執行，以獲取最大的利益。
3.以國際化運籌觀點考量，擬定經營發展策略，穩健擴張事業版圖。

Embedded microcomputer controller application coverage is widespread, for example: Defense industry, aerospace industry, industrial automation, domestic electric appliances, vehicle with electronic, consumption electronic products and so on, embedded microcomputer relative and general computer difference, is essential and each different profession application unifies, must have the specialized ability, is more than outside the general computer's knowledge, researches and develops the personnel often is each application domain expert, also in accordance to uses the domain the difference, this industry fills is competing, the opportunity and the innovation, also belongs to a dispersion industry, even if has the mainstream architecture, but is in no way by the minority company or the product can corner the market. Taiwan electron industry's on middle and lower reaches supplies the chain to be complete, compares in the overseas manufacturer has the relative superiority, the prospects for development favors as before, in the terminal product system construction, the embedded microcomputer controller belongs to the spare part, the system assembles the entrepreneur extremely little to ford into the design and the manufacture, also, because its application stratification plane is broad, product and technical high dispersion, and few diverse and the guest makes the characteristic, suits the small scale highly specialized technology corporate growth.
Because this industry has the quantity body to subscribe makes, diverse and so on characteristics few, regards as throughout in the electronic related industry the high value added the tally company market, in recent years the applied technology universalized gradually, the market joined in the numerous competitors competes the influence, the manufacturer faced with the impact and the growth pressure, in the past concentrated only “the technology” and “the quality” the maintenance, has been unable to satisfy multiplex the market demand; The management essence lies in the activity and the layout, how does the thorough analysis market understand the customer demand, utilizes the limited enterprise resources and the energy, the strengthened enterprise competitive power, the fixed industry trend of development, unifies the research and development, the manufacture closely and sells this tripartite core competence , draws up the best whole management strategy, is the operator urgently must understanding the answer.
Goal of this research, in discussion case AWTech Corporation locates in the industry, its characteristic, present situation, the tendency and have the core competencies; After the analysis understood market, product and customer, induces case AWTech Corporation the resources and ability which has in this industry, the enterprise external environment opportunity and the threat with the enterprise interior superior inferiority, innovates and the unique way, draws up the effective feasible whole management development strategy, achieves the internationalization goal in the competitive market.

The research the main conclusion is as follows:
1. The undertaking stage's success cannot guarantee that the future management can also succeed continually, essential consideration factors and so on environmental factor, market demand, product localization, customer behavior pattern, at the right moment revise transport business strategy and the development direction.
2. The strengthened company's core competencies, the centralized resources choose the realistic product and the market are the development direction, makes the most effective use the resources, and will complete the duty carries out accurately, gains the biggest benefit.
3. The internationalization operation viewpoint consideration, draws up the management development strategy, expands steady the enterprise domain.

誌謝詞.. I
中文摘要II
Abstract.. III
目錄..V
表目錄. VII
圖目錄.. VIII
第一章 緒論.. 1
第一節 研究動機與目的.. 1
第二節 研究方法與流程.. 1
第二章 文獻探討 4
第一節 核心能力相關理論. 4
第二節 目標行銷與市場區隔. 10
第三節 資源基礎理論. 17
第四節 成長與競爭策略理論. 23
第三章 研究設計. 33
第一節 研究架構 33
第二節 研究方法 34
第三節 研究範圍與限制 35
第四章 產業市場與產品分析.. 36
第一節 嵌入式微電腦控制器發展概況 36
第二節 嵌入式微電腦控制器市場分析 39
第三節 嵌入式微電腦控制器產品特性 46
第四節 嵌入式微電腦控制器行銷模式 48
第五章 個案公司研究.. 52
第一節 AWTech 公司及產品簡介.. 52
第二節 AWTech 公司經營模式分析. 55
第三節 AWTech 公司核心專長與資源探討. 60
第四節 AWTech 公司產業環境分析. 62
第五節 AWTech 公司優勢與劣勢分析 65
第六章 結論與建議 67
第一節 研究結論 67
第二節 後續研究建議. 69
參考文獻.. 71
中文部分.. 71
英文部分.. 72

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