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研究生： 嚴世羽
Yen, Shih-Yu
論文名稱： 在全球 AI 伺服器競賽中競爭： 台灣 OBM 廠商的策略路徑
Competing in the Global AI Server Race: Strategic Pathways for Taiwan’s OBM Firms
指導教授： 何乾瑋
Chien-Wei Ho
口試委員: 蘇威傑
傅浚映
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2025
畢業學年度： 114
語文別： 英文
論文頁數： 81
中文關鍵詞： ASUS 、Giga Computing 、AI 伺服器 、台灣OBM 、AI 建設策略
外文關鍵詞： ASUS, Giga Computing, AI Server, Taiwan OBM, AI Infrastructure Strategy
相關次數： 點閱：19  下載：4 
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    • 本論文探討台灣原廠品牌製造商（OBM），以華碩（ASUS）與技鋼（Giga Computing）為例，在從傳統伺服器供應商轉型為全方位「AI Factory」基礎設施解決方案提供者過程中的策略發展方向。此一轉型主要受到 AI 基礎設施需求變化的驅動，特別是企業與中小型客戶推理型（inference）工作負載的快速成長，以及高密度 GPU 伺服器對系統整合與散熱技術所提出的更高技術要求。

    針對華碩，本研究指出其具備強大的軟體整合能力與全球品牌優勢，建議應補齊直接液冷（Direct Liquid Cooling, DLC）硬體解決方案的不足，並透過強化 ASUS Control Center，擴展其 AI 叢集管理與系統營運能力。至於技鋼，則以快速硬體部署能力與 DLC 就緒的 GIGAPOD 系統見長，未來應持續建構自身軟體堆疊，並善用區域性策略夥伴關係，以提升整體解決方案價值。

    本研究進一步提出一套分階段的發展路徑，涵蓋短期的 DLC 採用與基礎軟體能力建構、中期的機櫃級（rack-scale）產品化與 AI 全生命週期管理，以及長期的垂直整合與全球品牌布局策略。研究結論認為，憑藉彼此互補的核心優勢，華碩與技鋼皆具備引領台灣 AI 伺服器產業價值鏈下一階段發展的關鍵條件。

    This thesis explores strategic directions for Taiwan’s original brand manufacturers (OBMs), specifically ASUS and Giga Computing, as they transition from traditional server vendors to full stack “AI Factory” infrastructure providers. The transformation is driven by evolving demands in AI infrastructure, particularly the rise of inference workloads among enterprise and SMB customers, and the growing technical requirements for high density GPU servers.
    ASUS, with strong software integration and a global brand presence, is advised to close its Direct Liquid Cooling (DLC) hardware gap and expand its AI cluster management capabilities through enhancements to ASUS Control Center. Giga Computing, known for its fast hardware deployment and DLC ready GIGAPOD systems, should build out its software stack and leverage regional partnerships. A phased roadmap is presented, covering short-term as DLC adoption and software development, mid-term as rack scale productization and AI lifecycle management, and long-term strategies as vertical integration and global branding. The study concludes that with complementary strengths, both companies are well positioned to lead Taiwan’s next phase in the AI server value chain.

    1. Introduction 1
    1.1. Research Background and Motivation 1
    1.2. Research Questions and Objectives 3
    1.3. Research Scope and Target Subjects 6
    1.4. Research Process and Structure 8
    2. Industry Analysis and Market Trends 11
    2.1. Global AI Server Market 11
    2.2. GPU, CPU, Memory, and Networking Supply Chains: Key Vendors and Ecosystem Trends 13
    2.3. Roles and Challenges of Taiwanese Server Manufacturers 18
    3. Case Study of Supermicro – Growth Strategy and Business Model Transformation 22
    3.1. Supermicro's Company Background 22
    3.2. Growth Stages of Supermicro and Key Success Factors 23
    3.3. Summary of Vertical Integration and the Horizontal of Product Diversification Across Development Stages 34
    4. Taiwan OBM AI Server Market Analysis 36
    4.1. Taiwan’s Server Industry Introduction (ODM vs. OBM Models) 36
    4.2. ASUS: Company Profile and SWOT Analysis 40
    4.3. Giga Computing: Company Profile and SWOR Analysis 50
    4.4. Comparative Analysis of Supermicro’s Growth Stages with ASUS and Giga Computing 58
    4.5. Strategic Recommendation Roadmap: ASUS vs. Giga Computing – AI Factory Transformation 67
    5. Strategic Outlook and Final Recommendations for Taiwan OBM Companies (ASUS and Giga Computing) 71
    References 75

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