微控制器產業的競合分析

本研究藉由對微控制器產業分析，以及對四家具有代表性的微控制器廠商做個案分析，探討我國微控制器產業在全球地位相對落後的可能原因；微控制器廠關鍵的產品策略、生產策略及行銷相關策略；並提出我國IC業者發展微控制器產品的策略建議。從研究中發現我國微控制器產業在全球地位相對落後的可能原因有:我國半導體產業起步晚，技術還是落後若干年；我國微控制器廠商以無晶圓廠(Fabless)IC設計公司為主，無法取得比較特殊的晶圓製程或是特殊的封裝測試的支援；我國業者累積可重複使用的智慧財產比較少，對市場需要的反應比較慢；我國業者規模比較小，無法開發及提供整體解決方案要有的所有IC；另外，我國沒有汽車應用及工業控制等高附加價值的產業群聚。本研究提出微控制器產業主要的策略為:在生產策略上，必須要擁有特殊的晶圓製程、或是特殊的封裝與測試的支援；在產品策略上，要累積可重複使用的智慧財產(reusable IP)並以拼圖或堆積木的方式規劃及開發新產品，並且從特定用途微控制器切入新領域，同時要提供客戶整體解決方案；在行銷相關策略上，不只是對下游廠商做行銷，也對下游廠商未來可能雇用的工程師做行銷。對我國IC業者發展微控制器產品的策略建議為:與上游業者結盟、與重要的客戶或通路商或技術合作廠商結盟、開發我國的專業代工廠商所能提供製程可以滿足的高附加價值領域的微控制器產品、與其他能提供互補性產品的IC業者合作以提供客戶整體解決方案及先做特定用途微控制器，再當成通用型微控制器推廣到其他領域。

關鍵字

微控制器；競合理論；關鍵行銷策略

並列摘要

This study is made the analysis of the Micro Controller unit (MCU) Industry , including the case-by-case analysis of the four major representing MCU Companies, in order to investigate the reasons why our nation’s MCU industry remain relatively backward in the Global rankings. In addition, this study will also offer recommendations to Taiwan’s IC companies the key marketing strategy to develop and expand MCU products: This will cover MCU’s key products strategy, its manufacturing strategy, and its marketing strategy. From this study, we discover the reasons that may have caused the MCU industry relatively backward in the global ranking: Since Taiwan’s semiconductor industry start late, its technique and experience are still backward and behind for years. Our nation’s MCU companies are mostly based on fabless IC Design companies, therefore, they are unable to acquire special process technology or particular package and testing supporting. Our business intelligence package (IP) is very limited, so that they have slow reactions to the market’s demand. Our business people are working on a smaller scale, and they are unable to develop and supply the necessary IC for the total Solution. Furthermore, our nation does not have high-value added industry cluster such as car electronic applications and industrial control, etc. The key strategies of the MCU industry from this study are: For manufacturing strategy, we must own the process technology or have to get support from the packaging and testing, For product strategy, we must accumulate reusable Intelligence Package (IP) that have been previously collected to develop the new products by methods of collecting pictures or saving woods skills in order to develop the new products. Meanwhile, we must use the application specific MCU to enter the new regions. At the same time, we must provide customers with the total solution. For marketing related strategy, it is important not only to sell the products to the second affiliated companies but also to the engineers that will work for the second affiliated companies. The recommendations to the major strategy of our nation’s IC company of MCU products are: to collaborate or effect the union with the top affiliated business, important customers or buyers or third parity. Depend on the advantage of Taiwan’s manufacturers’ capabilities to develop hight value added MCU products. And also to collaborate with third parity to provide customer with the total solution ,and make application specific MCU in advance,then, we may promote this general purpose MCU to other different application fields.